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

dc.contributor.advisorTherdchai Choibamroongth
dc.contributor.authorPratoom Wongsawasdith
dc.date.accessioned2022-09-09T08:29:14Z
dc.date.available2022-09-09T08:29:14Z
dc.date.issued2017th
dc.date.issuedBE2560th
dc.descriptionThesis (Ph.D. (Integrated Tourism Management))--National Institute of Development Administration, 2017
dc.description.abstractThis 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.th
dc.description.abstractQuantitative 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.th
dc.description.abstractThe 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.th
dc.description.abstractThe 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, learningth
dc.description.abstractfrom the place and environment as Thai-style interior design and Thai classical music had the highest level (X= 4.80)th
dc.description.abstractThe 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).th
dc.description.abstractThe 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.th
dc.description.abstractide 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).th
dc.description.abstractAfter 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.th
dc.format.extent323 leavesth
dc.format.mimetypeapplication/pdfth
dc.identifierb203138th
dc.identifier.doi10.14457/NIDA.the.2017.17
dc.identifier.urihttps://repository.nida.ac.th/handle/662723737/6019
dc.language.isoength
dc.publisherNational Institute of Development Administrationth
dc.rightsThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.th
dc.subject.otherCross cultural studiesth
dc.titleThe cross-cultural learning process of Thai spa uniqueness and identity for Russian customers in Moscow city, Russian federationth
dc.typetext--thesis--doctoral thesisth
mods.genreDissertationth
mods.physicalLocationNational Institute of Development Administration. Library and Information Centerth
thesis.degree.departmentGraduate School of Tourism Managementth
thesis.degree.disciplineIntegrated Tourism Managementth
thesis.degree.grantorNational Institute of Development Administrationth
thesis.degree.levelDoctoralth
thesis.degree.nameDoctor of Philosophyth
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