Published date: Oct 15 2024

Journal Title: KnE Social Sciences

Issue title: 8th International Conference on Sustainability (8th ICoS): Sustainable Economics

Pages: 404–417

DOI: 10.18502/kss.v9i29.17271

Chuang XuInstitute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok, Thailand

Vuttichat Soonthonsmaivuttichat.s@mail.rmutk.ac.thInstitute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok, Thailand

This research delves into the challenges Thai traditional massage establishments face in attracting and retaining Chinese tourists. It aims to assess the impact of service quality components, including staff quality, service attitude, and service environment, on Chinese tourists’ intention to reuse traditional Thai massage services. Additionally, it explores the influence of cultural image aspects, such as traditional cultural experiences, cultural exchange and interaction, and cultural presentation, on this intention. Rooted in a comprehensive literature review highlighting established models like SERVQUAL and the Service-Profit Chain, a causal associative approach with a quantitative methodology is employed. Data analysis techniques encompass descriptive and inferential statistics, revealing positive perceptions among Chinese tourists toward staff quality, service attitude, service environment, and cultural image, all contributing to their Intention to reuse. The discussion underscores the intertwined nature of service quality and cultural image, emphasizing the pivotal role of cultural experiences. Strategic implications advocate for continuously elevating standards, adapting to changing preferences, and adopting an integrated approach for holistic customer experiences. Recommendations for future research include a longitudinal approach, expanding demographic scope, exploring psychological underpinnings, experimental designs, and leveraging digital data. Overall, this research provides valuable insights into the complex interplay of the above-mentioned factors, offering practical guidance for the growth and adaptability of the Thai traditional massage industry in catering to Chinese tourists.

Keywords: Thai traditional massage services, service quality, cultural image; Intention to reuse

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