The objective of this research was to investigate spa business enterprises, STP marketing, and the 7Ps marketing mix of small and medium spa business. Data was collected using a questionnaire survey from 396 SMEs spa users and a focus group of 155 spa entrepreneurs from Bangkok, Khon Kaen, Chiang Mai, Krabi, Songkla, and Phuket provinces.
The study found that SMEs spa businesses fall into the Unfocused.Most SMEs spa entrepreneurs do not take their STP marketing nor their marketing mix strategies into consideration. As a result, they lack the ability to compete. In addition, these entrepreneurs encounter difficulties in accessing finances and maintaining staffing numbers due to an unsteady income.It is recommended that the government should play a greater role in enhancing entrepreneurs’ knowledge on business operationsand access to finances. Furthermore,tourist destinations should be diversified byappealing to tourists during all seasons which would mitigate the cyclical nature of tourism-related businesses and stimulate tourism throughout the year. This would lead to an increase in customers of spa businesses.
EXPLORING INNOVATIVE LEADERSHIP: A QUALITATIVE STUDY. NIDA, the 10th ICADA 2021 (xx-xx).