MARKETING INNOVATION STRATEGIES FOR THE SUCCESS OF SPA ENTERPRISES IN THAILAND

Abstract

Abstract—With an increasing emphasis on digital platforms, customer loyalty, and strategic collaborations, spa enterprises are navigating a dynamic landscape to achieve sustained success. This study aims to analyze marketing innovation strategies employed by spa enterprises in Thailand and assess their impact on business success. A mixed-methods approach was adopted, combining quantitative surveys and qualitative interviews. Surveys were distributed to spa owners and managers across diverse geographical regions, and in-depth interviews were conducted to garner nuanced insights. Quantitative analysis revealed a dominant reliance on digital marketing, with over 90% of spa enterprises adopting online strategies. The analysis underscores the significance of digital marketing, loyalty programs, and collaborations in shaping the success of spa enterprises in Thailand. Challenges, including resource constraints and cultural considerations, coexist with opportunities for local and global market expansion. To optimize marketing innovation strategies, spa enterprises are recommended to invest in digital expertise, enhance loyalty programs, actively pursue strategic collaborations, integrate cultural elements in marketing, innovate continuously, overcome resource constraints, monitor and analyze data, and actively participate in wellness tourism initiatives.