The tourits's purchase of Thai Spas

Slide 1: 

22/10/2008 1 22/10/2008 1 Independent Study Proposal By: Timporn Kong-in Advisor: Dr. Salam A. Hoshang October 25, 2008 Asian University Factors Influencing Foreign Tourists’ Purchase of Thai Spa Services in Pattaya City

Table of Contents 1/2 : 

22/10/2008 2 22/10/2008 2 Table of Contents 1/2 Introduction Statement of Problem Objective of Study Scope of Study Expected of results Literature Review Research Framework

Table of Contents 2/2 : 

22/10/2008 3 22/10/2008 3 Table of Contents 2/2 Research Questions Research Hypotheses Research Methodology Population and Sample Data collection Data Analysis Timeline & Budget References

1. Introduction : 

22/10/2008 4 1. Introduction This research studies factors influencing foreign tourist’s purchase of Thai spa services in Pattaya City The Spa Industry: Current situation Pattaya the City of Spas Types of Spas three main types: (Resort or hotel spas , Day spas, Medical spas

2. Statement of Problem : 

22/10/2008 5 2. Statement of Problem It is very interesting to study which factors influencing foreign tourist’s purchase of Thai spa services in Pattaya City The Thai spa industry is competitive world wide and targets an international customer The number of the foreign tourists coming to Thailand has been increasing annually. Has high market value of Thai spa business How the spa’s owner manage their service to the spa’s users

3. Objective of Study : 

22/10/2008 6 3. Objective of Study To study the foreigners tourists’ purchase of Thai Spa Services in Pattaya City To study the factors influencing Tourists’ Purchase of Thai Spa Services in Pattaya City

4. Scope of Study : 

22/10/2008 7 4. Scope of Study The area of study is Thai Spa venue located within Pattaya City The time of study is within 6 months Sep 2008 - Jan 2009 The population of the study are the foreigners tourist in Pattaya City

5. Expected of results : 

22/10/2008 8 5. Expected of results The spas owner to understand their customers and improve the offered services in order to satisfy customers. Help new comer to know how to maintain the spa business. Help the spas owner to identify any problems about customer services and the marketing strategy to improve the quality of spa services.

6. Literature Review (1) : 

22/10/2008 9 6. Literature Review (1) Factors influencing to buying behaviors. (Kotler, Marketing Management) said that a consumer, making a purchase decision will be affected by the following four factors are1)Cultural factors, 2) Social factors,3) Personal Factor, 4) Psychological Factors Marketing Mix Theory, Marketing mix is the set of marketing tools that the firm used to pursue its marketing objective in the target market. (Kotler, 2003:15)

6.Literature Review (2) : 

22/10/2008 10 6.Literature Review (2) Related Field Topic research: The perceived service quality in spas of hotels/resorts’ in Hua Hin: case of the European Tourists , Jirapa Boonak , University of Thai Chamber of Commerce Department of International business

7. Research Framework : 

22/10/2008 11 7. Research Framework Demographic Factors Gender Age Income Occupation Marital Status Nationality Factors Influencing Foreign Tourists’ Purchase of Thai Spa Services People Price Product Physical evidence Process and procedures Promotion Tourist’s Purchasing of Thai Spa Services in Pattaya City The reason to buy services of Thai Spa shops in Pattaya City Independent Variables Dependent Variables

8. Research Questions : 

22/10/2008 12 8. Research Questions The questionnaire is divided into 2 parts as follows: 8.1 Which demographic factors affect the purchasing of tourists in Pattaya City regarding the use of Thai Spa services? 8.2 Which internal factors are influencing tourists’ purchase of Thai spa services in Pattaya City?

9. Research Hypotheses : 

22/10/2008 13 9. Research Hypotheses Hypothesis 1: Different demographic factors have different influence level of tourists’ purchase of Thai spa services in Pattaya City? Hypothesis 2: Influencing factors affect the tourists’ purchase of Thai spa services in Pattaya City?

10. Research Methodology : 

22/10/2008 14 10. Research Methodology This chapter presents the selection of research methodology, data collection technique, sampling design and procedure, instrumentation and procedure, data processing and analysis which lead to further study of this research

11. Population and Sample : 

22/10/2008 15 11. Population and Sample Populations Populations in this study are group of non- Thai population who come to use Thai Spa services in Pattaya City. Sample size This study is quantitative research Morgan theory will be used to determine the sample size (400 samples).

12. Data collection : 

22/10/2008 16 12. Data collection This study collected data from 2 sources: Primary data The instrument using is questionnaire distributing to the tourists within Pattaya City. Sampling method will be used accidental sampling. Secondary data Gathering from researches, textbooks, articles , and Internet web site.

12. Data collection(2) : 

22/10/2008 17 12. Data collection(2) The questionnaire has been designed to conform to the research design which been classified into 3 major parts as following; Part I: Questions for demographics information: Gender, Age, Occupation, Income level and Nationality Part II: Questions for Internal factors: Part III: Questions for consumer purchase behavior

13. Data Analysis : 

22/10/2008 18 13. Data Analysis Data Processing: by using the Statistical Package for the Social Sciences (SPSS) software Descriptive statistic use of the influence factors of the personal factors :(frequency, mean, standard deviation and percentage) Inferential statistics. The influence factors of the internal factors : t-test ,ANOVA (f-test), Chi-Square

14.Timeline & Budget : 

22/10/2008 19 14.Timeline & Budget

15. References : 

22/10/2008 20 15. References Kotler Phillip & Keller Kevin Lane, Marketing Management, 12 edition, Pearson international edition, Pearson Education and Prentice Hall 2006 Decision Making, from (www. cit.cornell.edu/cpc/glossary.html) Marketing mix 4ps from http://www.quickmba.com/marketing/mix/ Four P Components of the Marketing Mix Source: Kotler, 2003:16 Types of Consumer Buying Behavior (Alex L. Brown, http://www.udel.edu/alex/sylla.html The extended marketing mix (7Ps), process definitions from http://www.thetimes100.co.uk/theory/theory--the-extended-marketing-mix-(7ps)--319.php Thai Spas and Massages from http://www.oceansedgepattaya.com/PDF/Thailand_Fact_File.pdf as 01.09.08 Types of Thai Spas from Spa Directory, Amazing Pattaya, 2008, Tourism Authority of Thailand,