The aim of this research is to evaluate the UK visitors’ satisfaction on service quality of Spa tourism in Thailand with the purpose of understanding the importance of customer satisfaction and service quality that impact directly on the popularity of the destination.
Regarding Thailand as the chosen destination to focus on within this research, the spa tourism of Thailand has been developing continuously with an increasing in the number of spa resorts, spa services, and other amenities that facilitate the improvement of spa tourism around the country providing for both local and international visitors through the great supports of Thai governments and Thai Spa Association.
However, since the level of competition in spa tourism from each nation is considered as significantly high. Each destination needs to compete with others with the great effort in managing and marketing their tourism strategies. Although the valuable reputation that voted Thailand to be one of the best spa tourism destination in Asia, the spa service providers then should not ignore the importance of maintaining and constantly enhancing its service quality in order to receive the positive feedbacks, gain the customer loyalty, and reach customer satisfaction that will help Thailand to maintain in this existing position among other destinations. Hence, it is important to understand the factors that can cause the changes of customer satisfaction level regarding to the service quality.
Within this research, expectation, perception, and satisfaction of customers will be rated and analysed in order to study the factors and dimensions of service quality that affect to the level of customer satisfaction. In addition, this research will also demonstrate the recommendation that will be derived from the participants in the aims of improving and developing the quality of service of Thai spa tourism that will match with the need of the UK consumers.
