A Study of Thai Massage Service Quality Effect on International Tourist Confidence

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dc.contributor.authorNapaporn Janchai
dc.contributor.authorGlenn Baxter
dc.contributor.authorPanarat Srisaeng
dc.date.accessioned2025-03-10T07:34:44Z
dc.date.available2025-03-10T07:34:44Z
dc.date.issued2023
dc.description.abstractWellness tourism is one of the worldÕs fastest growing industries (Global Wellness Institute, 2018). Wellness tourism has developed into a very important tourism market segment around the world over the past two decades or so. This is especially so for Thailand, where wellness tourism has become one of countryÕs most important tourism markets. In addition to attracting high-end tourists from developed and developing countries, wellness tourism also increases the economy of small or developing countries (Jagyasi, 2022). Thai massage has a strong link to wellness tourism as it is a key service for wellness tourism. In terms of the massage business, tourist confidence is the perception of service quality that influences a purchase decision. Service quality and tourist confidence are intertwined, which then leads to income and economic development. Therefore, examining service quality within Thai massage in relation to tourist confidence is important for exploring the crucial factors influencing international tourist confidence in Thai massage. The results of this research may lead to service quality development to encourage confidence among international tourists who are a significant source of foreign revenue. This research aims to examine the effect of Thai massage service quality on international tourist confidence. A survey of 400 international tourists was conducted in Bangkok, Thailand between March and May 2019, using a structured research questionnaire to collect all necessary data, which was then used to test the research hypotheses using multiple regression analysis. The study concluded that three out of five elements of service quality affect international tourist confidence. These elements include ÔEmpathy,Õ ÔTangibility,Õ and ÔResponsiveness,Õ while ÔAssuranceÕ and ÔReliabilityÕ did not have a significant effect on tourist confidence. The findings of this research establish an empirical relationship between empathy, tangibility and responsiveness of Thai massage businesses and international touristsÕ confidence. This insight of the study may help the massage business to have a better understanding about the elements of service quality that influence international tourist confidence. © 2023 University of Primorska. All rights reserved.
dc.identifier.citationAcademica Turistica
dc.identifier.doi10.26493/2335-4194.16.345-355
dc.identifier.issn18553303
dc.identifier.scopus2-s2.0-85181445974
dc.identifier.urihttps://repository.dusit.ac.th//handle/123456789/4549
dc.languageEnglish
dc.publisherUniversity of Primorska
dc.rightsAll Open Access; Gold Open Access
dc.rights.holderScopus
dc.subjectmassage
dc.subjectservice quality
dc.subjectThailand
dc.subjecttourist confidence
dc.subjectwellness tourism
dc.titleA Study of Thai Massage Service Quality Effect on International Tourist Confidence
dc.typeArticle
mods.location.urlhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85181445974&doi=10.26493%2f2335-4194.16.345-355&partnerID=40&md5=5ace2de31afaad0cf43a9f1b5657add2
oaire.citation.endPage355
oaire.citation.issue3
oaire.citation.startPage345
oaire.citation.volume16
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