The cross-cultural learning process of Thai spa uniqueness and identity for Russian customers in Moscow city, Russian federation

Abstract

This dissertation 1) studied the uniqueness of Thai spa services in the view of Russian customers and the identity concepts of Thai spa entrepreneurs in Moscow City; 2) explored the methods of creating cross-cultural learning process about the uniqueness of Thai spa services for Russian customers; 3) identified the desires for a cross-cultural learning process about the uniqueness of Thai spa services for Russian customers; and 4) created a cross-cultural learning process of Thai spa uniqueness and identity for Russian customers.

Quantitative research was used to study the uniqueness of Thai spa services; 403 Russian customers were selected via purposive and quota sampling methods. Qualitative research identified Thai spa services via 20 in-depth interviews with Thai spa entrepreneurs.

The first objective was found that Russian customers understood the uniqueness of Thai spas which consist of sight, taste, smell, sound, touch, and the innate Thai characteristics and habits.

The second objective found that Russian customers had learned the uniqueness of Thai spa services from four sources (people, media in spa, place and environment, and activities) and three steps (before, during, and after the services). In particular, before the service, learning from activities as change clothes shoes and feet washing had the highest level (𝑥���������=4.99). During the service, learning from activities as Royal Thai massage and Thai traditional massage by Thai therapists with praying tribute to massage teacher (Wai Khru) had the highest level (X= 4.99) After the service, learning

from the place and environment as Thai-style interior design and Thai classical music had the highest level (X= 4.80)

The third objective found that Russian customers had diverse desires during each step. In particular, before the service, they had the most desires for a warm welcome like a family member ( 𝑥������� =4.99). During the service, they had the highest desires for Royal Thai massage and Thai traditional massage by Thai therapists with praying tribute to massage teacher (Wai Khru) (X = 4.99). After the service, they had the highest desires for thank you in Russian language (X = 4.99).

The fourth objective led the researcher to propose the creation of a learning process model that would be appropriate for the context of Russian customers and provide customers with a complete experience of Thai spa uniqueness.

ide customers with a complete experience of Thai spa uniqueness. Before the service, to facilitate the learning process of the Russian customers services, Thai spas should include the following features: 1) Thai-style sign at the main entrance (Russian language), 2) a warm welcome like a family member, and 3) Russian speaking receptionist. During the service, the following elements need to be in place: 1) Thai-style interior design, 2) Thai herbal scents, and 3) praying tribute to massage teacher (Wai Khru).

After the service, it is important for Thai spa services to expose the Russian customers to the following: 1) Thai-style interior design, 2) Thai herbal drinks and candies, and 3) Thai herbal scents. After services include information by giving brochures, and 7) Thank you in Russian language.