Short answer

Design and market spa services holistically, ensuring that product quality, competitive pricing, accessible locations, effective promotions, skilled staff, efficient processes, and a pleasant physical environment are all optimized for Chinese tourists.

Field
Innovation & Markets
Source
รายงานการประชุมวิชาการเสนอผลงานวิจัย ระดับชาติและนานาชาติ (2020)
Method
Quantitative research
Sample
400 participants
Evidence
Strong effect

All elements of the marketing mix—product, price, place, promotion, people, process, and physical evidence—are highly valued by Chinese tourists when choosing spa services in mid-sized Bangkok hotels. This innovation & markets research insight is drawn from a 2020 study published in รายงานการประชุมวิชาการเสนอผลงานวิจัย ระดับชาติและนานาชาติ. Using Quantitative research with 400 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design and market spa services holistically, ensuring that product quality, competitive pricing, accessible locations, effective promotions, skilled staff, efficient processes, and a pleasant physical environment are all optimized for Chinese tourists.

Study
Innovation & MarketsHigh ImpactStrong effect

The 7 Ps of Marketing Significantly Drive Chinese Tourist Demand for Spa Services in Mid-Sized Bangkok Hotels

All elements of the marketing mix—product, price, place, promotion, people, process, and physical evidence—are highly valued by Chinese tourists when choosing spa services in mid-sized Bangkok hotels.

รายงานการประชุมวิชาการเสนอผลงานวิจัย ระดับชาติและนานาชาติ · 2020

01

Key Findings

  • 01Chinese tourists place high importance on all seven marketing mix factors (7Ps) when considering spa services.
  • 02The 7Ps include product, price, place, promotion, people, process, and physical evidence.
02

Application

Design takeaway

Design and market spa services holistically, ensuring that product quality, competitive pricing, accessible locations, effective promotions, skilled staff, efficient processes, and a pleasant physical environment are all optimized for Chinese tourists.

How to apply

Hotels and spa providers targeting Chinese tourists should conduct detailed analyses of each of the 7 Ps and implement improvements based on the findings, ensuring consistency across all touchpoints.

Project actions

  • 01When researching a market, consider all aspects of the marketing mix (7 Ps) as potential influencing factors.
  • 02Use quantitative methods like surveys to gather data on customer preferences for specific product or service features.
03

Method & Evidence

AimTo investigate how the 7 Ps of the marketing mix influence the demand for spa services among Chinese tourists in mid-sized hotels located in Bangkok.
MethodQuantitative research
ProcedureA quantitative study was conducted using questionnaires distributed to Chinese tourists to gather data on their perceptions and preferences regarding spa services.
Sample400 participants
ContextTourism and hospitality industry, specifically spa services in mid-sized hotels in Bangkok targeting Chinese tourists.

Variables

IVThe 7 marketing mix factors (product, price, place, promotion, people, process, physical evidence)
DVChinese tourists' demand for spa services
CVMid-sized hotels in Bangkok
04

Strengths & Limitations

Strengths

  • +Addresses a specific and relevant market segment (Chinese tourists in Bangkok).
  • +Utilizes a quantitative approach to measure the importance of marketing mix factors.

Limitations

The sample size and specific demographic may not represent all potential users. The study relies on self-reported importance, which may not always align with actual purchasing behavior.

Reliability & validity

Reliability could be enhanced through standardized questionnaire administration and a larger, more diverse sample. Validity is supported by the direct measurement of perceived importance of the 7 Ps.

Think critically

To what extent might cultural nuances specific to Chinese tourists influence their prioritization of each of the 7 Ps compared to other tourist groups?

05

Design Principles

"A holistic marketing mix approach is essential for meeting diverse customer demands in the service sector."

Understanding the critical role of each marketing mix element allows businesses to strategically allocate resources and tailor their offerings to attract and retain specific customer segments. This insight is crucial for developing effective market penetration strategies and enhancing competitive positioning.

06

What This Means for Your Design

This study shows that for Chinese tourists wanting to use a spa in a medium-sized hotel in Bangkok, every part of how the hotel markets the spa matters a lot – from the actual spa treatment and its cost, to where it is, how they advertise it, the staff, how the service works, and how nice the spa looks and feels.

How to use in your project

  • 1.Reference this study when discussing the importance of a comprehensive marketing strategy in your design project, particularly if targeting international markets or specific demographics.
07

Add to My Project

08

Quick Cite

Paragraph starter

This research highlights the critical influence of the marketing mix (7 Ps) on consumer demand, indicating that a holistic approach encompassing product, price, place, promotion, people, process, and physical evidence is essential for successful market engagement, particularly within the hospitality sector targeting specific tourist demographics.

09

Source

รายงานการประชุมวิชาการเสนอผลงานวิจัย ระดับชาติและนานาชาติ

Examination of marketing mix factors in Chinese Tourists’ Demand for Spa Service in Middle-sized Bangkok Hotels

journal · 2020

View source

Questions About This Research

What does the research say about the 7 ps of marketing significantly drive chinese tourist demand for spa services in mid-sized bangkok hotels?
Design and market spa services holistically, ensuring that product quality, competitive pricing, accessible locations, effective promotions, skilled staff, efficient processes, and a pleasant physical environment are all optimized for Chinese tourists. Evidence: รายงานการประชุมวิชาการเสนอผลงานวิจัย ระดับชาติและนานาชาติ (2020).
Why does "The 7 Ps of Marketing Significantly Drive Chinese Tourist Demand for Spa Services in Mid-Sized Bangkok Hotels" matter for design?
Understanding the critical role of each marketing mix element allows businesses to strategically allocate resources and tailor their offerings to attract and retain specific customer segments. This insight is crucial for developing effective market penetration strategies and enhancing competitive positioning.
How can designers apply this research?
Design and market spa services holistically, ensuring that product quality, competitive pricing, accessible locations, effective promotions, skilled staff, efficient processes, and a pleasant physical environment are all optimized for Chinese tourists.
What were the main findings?
Chinese tourists place high importance on all seven marketing mix factors (7Ps) when considering spa services.. The 7Ps include product, price, place, promotion, people, process, and physical evidence.
What research method was used?
Quantitative research with 400 participants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2020 journal from รายงานการประชุมวิชาการเสนอผลงานวิจัย ระดับชาติและนานาชาติ.
What should I do differently in my next project?
Hotels and spa providers targeting Chinese tourists should conduct detailed analyses of each of the 7 Ps and implement improvements based on the findings, ensuring consistency across all touchpoints.
What are the limitations?
The study focuses on a specific demographic (Chinese tourists) and geographic location (mid-sized Bangkok hotels), potentially limiting generalizability to other markets or hotel types.