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THE CROSS-CULTURAL LEARNING PROCESS OF THAI SPA
UNIQUENESS AND IDENTITY FOR RUSSIAN CUSTOMERS
IN MOSCOW CITY, RUSSIAN FEDERATION
Pratoom Wongsawasdi
A Dissertation Submitted in Partial
Fulfillment of the Requirements for the Degree of
Doctor of Philosophy (Integrated Tourism Management)
The Graduate School of Tourism Management
National Institute of Development Administration
2017
ABSTRACT
Title of Dissertation The Cross-Cultural Learning Process of Thai Spa
Uniqueness and Identity for Russian Customers in Moscow
City, Russian Federation.
Author Mrs. Pratoom Wongsawasdi
Degree Doctor of Philosophy (Integrated Tourism Management)
Year 2017
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
iv
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.
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.
ACKNOWLEDGEMENTS
It is no coincidence that at 55 years of age, I decided to study for a doctoral
degree and took the necessary steps to complete this dissertation. I’ve always been
interested in studying, but in my younger days did not have the opportunity to do
so. During the past five years, I had the chance to study numerous academic areas.
I went through fire and water, felt depressed and disappointed and did not know
exactly which route to follow in order to reach my goals. It sometimes felt that I
was moving forward, but eventually I always seemed to return to the same point. I
would like to express my gratitude to Associate Professor Therdchai
Choibamroong, Ph.D., my advisor, who provided me with much support,
encouragement and valuable advice. He mentioned that in the real world and
according to the business arena, there is no boundary in the freedom of thought.
However, studying to get a Ph.D. is like coming back to a narrow world and having
the chance to explore and know ourselves using critical analysis. That means “self-
conquest is the greatest of victories”. I would like to thank Dr. Surachet Kupongsak,
my friend and mentor at GSPA NIDA, Chonburi. I would also like to thank Ajarn
Taro Kulapattanachot of King Mongkut’s Institute of Technology, Ladkrabang.
Thanks also go out to Tipat Sottiwan, Ph.D., who encouraged me and advised me
about different academic knowledge. I would also like to thank my husband, my
children and my colleagues for the support they provided me and stood by me with
every step I took. In conclusion, I would like to say that when looking back in the
past, I feel overwhelmed. I am very proud to have achieved my goals as well as
having a good chance to meet true friends. I sincerely see this as one of the most
valuable gifts in my life.
Pratoom Wongsawasdi
August 2018
TABLE OF CONTENTS
Page
ABSTRACT iii
ACKNOWLEDGEMENTS v
TABLE OF CONTENTS vi
LIST OF TABLES ix
LIST OF FIGURES xvi
CHAPTER 1 INTRODUCTION 1
1.1 Background and Significance of the Problem 1
1.2 Research Objectives 6
1.3 Research Questions 7
1.4 Research Hypothesis 7
1.5 Scope of Study 7
1.6 Operational Definitions 8
CHAPTER 2 LITERATURE REVIEW 10
2.1 The Concepts and Definitions of Uniqueness and Identity 11
2.2 Knowledge of Thai Spas 41
2.3 Concept and Theory of Culture 56
2.4 Concepts and Sensation Theories 62
2.5 Concepts and Theories about the Cross-Cultural Learning 67
Process
2.6 Concepts and Theories of Consumer Learning 73
2.7 Types of Human Learning Sources 74
2.8 Russian Federation 90
2.9 Thailand 4.0 97
2.10 Related Research 98
vii
CHAPTER 3 METHODOLOGY 106
3.1 Quantitative Research 106
3.2 Qualitative Research 137
CHAPTER 4 RESULTS 144
4.1 Part 1: Demographic Profile Analysis 145
4.2 Part 2: Thai Spa Uniqueness 147
4.3 Part 3: Thai Spa Identity 151
4.4 Part 4: The Methods of Creating Cross-Cultural Learning 156
Process about the Uniqueness of Thai Spa Services
4.5 Part 5: The Desires for the Cross-Cultural Learning Process 160
about the Uniqueness of Thai Spa Services
4.6 Part 6 Hypothesis Testing 166
4.7 Part 7: The Cross-Cultural Learning Process in Thai Spa 223
Uniqueness and Identity for Russian Customers in Moscow
City, Russia Federation
4.8 Conclusion 242
CHAPTER 5 CONCLUSIONS, DISCUSSION AND CONTRIBUTION 244
5.1 Conclusions 244
5.2 Discussion 249
5.3 Research Contributions 258
5.4 Recommendations 260
BIBLIOGRAPHY 261
APPENDICES 271
Appendix A QUESTIONNAIRE: The Cross-Cultural Learning Process 272
of Thai Spa Uniqueness and Identity for Russian Customers
in Moscow City, Russian Federation
Appendix B Анкета: Процесс кросс-культурного понимания 283
уникальности и особенностей Тайского Спа
Российскими клиентами в Москве, Российская
Федерация
Appendix C Index of Item-Objective Congruence (IOC) 429
viii
Appendix D The Content of Interviewing Thai Spa Entrepreneurs 301
in Moscow City total 20 Entrepreneurs
Appendix E Photo of Interviews on The Cross-Cultural Learning 310
Process of Thai Spa Uniqueness and Identity for Russian
Customers in Moscow city, Russian Federation
BIOGRAPHY 332
ix
LIST OF TABLES
Tables Page
2.1 The Conclusion of Literature Review about Uniqueness and Identity 23
2.2 Conclusion of the Literature Review about “Culture” 28
2.3 Summary of the Literature Review on the Recognition of 31
Cross-Cultural Learning
2.4 Key Successes of Operating a Thai Spa Business 50
2.5 Thai Spa Strengths and Weaknesses 52
2.6 Conclusion of the Literature Review about “Culture” 59
2.7 Summary of the Literature Review on the Recognition of 77
Cross-Cultural Learning
3.1 Analysis of Measurement Scale 127
3.2 Summary of Research Methodologies 141
3.3 Research Hypotheses 143
4.1 The Analysis of Demographic Profile was Gender, Age, Education, 145
Profession, Income Per month, Experience Using Thai Spas in
Thailand, and Experience Using Thai Spas in Moscow City as Shown
Below
4.2 Frequency and Percentage of the Respondents Classified by 147
Opinions on Uniqueness in the Aspect of Sight
4.3 Frequency and Percentage of the Respondents Classified by 148
Opinions on Uniqueness in the Aspect of Taste
4.4 Frequency and Percentage of the Respondents Classified by 148
Opinions on Uniqueness in the Aspect of Scent
4.5 Frequency and Percentage of the Respondents Classified by 149
Opinions on Uniqueness in the Aspect of Sound
4.6 Frequency and Percentage of the Respondents Classified by 150
Opinions on Uniqueness in the Aspect of Touch
x
4.7 Frequency and Percentage of the Respondents Classified by 150
Opinions on Uniqueness in the Aspect of the Innate Thai
Characteristics and Habits of Uniqueness
4.8 Summary of Synthesized Data on Thai Spa Identity from the 152
Perspective of 20 Entrepreneurs
4.9 Content Analysis of Thai Spa Identity for Russian Customers 154
in Moscow City
4.10 The Opinions of Respondents Towards the Methods to Create 156
Cross-Cultural Learning in Thai Spa Uniqueness before the Service
4.11 The Opinions of Respondents Towards the Methods to Create 157
Cross-Cultural Learning in Thai Spa Uniqueness During the Service
4.12 The Opinions of Respondents Towards the Methods to Create 158
Cross-Cultural Learning in Thai Spa Uniqueness After the Service
4.13 The Overall Opinions of Respondents Towards the Methods to 160
Create Cross-Cultural Learning in Thai Spa Uniqueness in Thai Spa
Services in Three Steps
4.14 The Opinions of Respondents Towards the Desires to Create 161
Cross-Cultural Learning in Thai Spa Uniqueness before the Service
4.15 The Mean, Standard Deviation, and Interpretation of Respondents’ 163
Opinions Towards the Desires for the Process of Cross-Cultural
Learning in Thai Spa Uniqueness During the Process of Service
4.16 The Mean, Standard Deviation, and Interpretation of Respondents’ 164
Opinions Towards the Desires for the Process of Cross-Cultural in
Thai Spa Uniqueness after the Process of Service
4.17 The Mean, Standard Deviation, and Interpretation of Respondents’ 166
Opinions Towards the Desires of Cross-Cultural Learning in
Thai Spa Uniqueness before, During, and after the Process
of Learning
4.18 Comparison of Opinions Towards Thai Spa Uniqueness Classified 166
by Gender
4.19 Comparison of Opinions Towards Thai Spa Uniqueness Classified 168
by Age
xi
4.20 Comparison of Opinions Towards Thai Spa Uniqueness Classified 169
by Education
4.21 Comparison of Opinions Towards Thai Spa Uniqueness Classified 170
by Profession
4.22 Comparison of Opinions Towards Thai Spa Uniqueness Classified 171
by Income Per Month
4.23 Comparison of Opinions Towards Thai Spa Uniqueness Classified 173
by Experience in Using Spa in Thailand
4.24 Comparison of Opinions Towards Thai Spa Uniqueness Classified 174
by Russian Customers’ Experience in Using Spas in Moscow City
4.25 Comparison of Opinions Towards the Method to Create the 175
Cross-Cultural Learning Process in Thai Spa Uniqueness Classified
by Gender
4.26 Comparison of Opinions Towards the Methods to Create the 177
Cross-Cultural Learning Process in Thai Spa Uniqueness Classified
by Age
4.27 Pairwise Comparison of Opinions Towards the Methods to Create 178
the Cross-Cultural Learning Process in Thai Spa Uniqueness Classified
by Age
4.28 Pairwise Comparison of Opinions Towards the Methods to Create 179
the Cross-Cultural Learning Process in Thai Spa Uniqueness before
the Service Classified by Age
4.29 Pairwise Comparison of Opinions Towards the Methods to Create 181
the Cross-Cultural Learning Process in Thai Spa Uniqueness During
the Service Classified by Age
4.30 Pairwise Comparison of Opinions Towards the Methods to Create 182
the Cross-Cultural Learning Process in Thai Spa Uniqueness after
the Service Classified by Age
4.31 Comparison of Opinions Towards the Methods to Create the 183
Cross-Cultural Learning Process in Thai Spa Uniqueness Classified
by Education
xii
4.32 Pairwise Comparison of Opinions Towards the Overall Methods 185
to Create the Cross-Cultural Learning Process in Thai Spa Uniqueness
Classified by Education
4.33 Pairwise Comparison of Opinions Towards the Methods to Create 186
the Cross-Cultural Learning Process in Thai Spa Uniqueness before
the Service Classified by Education
4.34 Pairwise Comparison of Opinions Towards the Methods to Create 187
the Cross-Cultural Learning Process in Thai Spa Uniqueness During
the Service Classified by Education
4.35 Pairwise Comparison of Opinions Towards the Methods to Create 188
the Cross-Cultural Process Learning in Thai Spa Uniqueness after
the Service Classified by Education
4.36 Comparison of Opinions Towards the Methods to Create the 189
Cross-Cultural Process Learning in Thai Spa Uniqueness Classified
by Profession
4.37 Comparison of Opinions Towards the Methods to Create the 190
Cross-Cultural Process Learning in Thai Spa Uniqueness Classified
by Income Per Month
4.38 Pairwise Comparison of Opinions Towards the Overall Methods 192
to Create the Cross-Cultural Process Learning in Thai Spa Uniqueness
Classified by Income Per Month
4.39 Pairwise Comparison of Opinions Towards the Methods to Create 193
the Cross-Cultural Process in Thai Spa Uniqueness before the Service
Classified by Income Per Month
4.40 Pairwise Comparison of Opinions Towards the Methods to Create 194
the Cross-Cultural Process Learning in Thai Spa Uniqueness During
the Service Classified by Income Per Month
4.41 Pairwise Comparison of Opinions Towards the Methods to Create 196
the Cross-Cultural Process Learning in Thai Spa Uniqueness after
the Service Classified by Income Per Month
xiii
4.42 Comparison of Opinions Towards Thai Spa Uniqueness Classified 197
by Experience Using Spa in Thailand by Russian Customers in
Moscow City
4.43 Comparison of Opinions Towards the Methods to Create the 199
Cross-Cultural Learning Process in Thai Spa Uniqueness of Russian
Customers in Moscow City Classified by Experience Using
Thai Spas in Moscow
4.44 Comparison of Opinions Towards the Desires for the 200
Cross-Cultural Learning Process in Thai Spa Uniqueness Classified
by Gender
4.45 Comparison of Opinions Towards the Desires for the 201
Cross-Cultural Learning Process in Thai Spa Uniqueness of Russian
Customers in Moscow City Classified by Age
4.46 Pairwise Comparison of Opinions Towards the Desires for the 203
Cross-Cultural Learning Process in Thai Spa Uniqueness Classified
by Age
4.47 Pairwise Comparison of Opinions Towards the Desires for the 204
Cross-Cultural Learning Process in Thai Spa Uniqueness before the
Service Classified by Age
4.48 Pairwise Comparison of Opinions Towards the Desires for the 205
Cross-Cultural Learning Process in Thai Spa Uniqueness during the
Service Classified by Age
4.49 Pairwise Comparison of Opinions Towards the Desires for the 206
Cross-Cultural Learning Process in Thai Spa Uniqueness after the
Service Classified by Age
4.50 Comparison of Opinions Towards the Desires for the 207
Cross-Cultural Learning Process in Thai Spa Uniqueness Classified
by Education
4.51 Pairwise Comparison of Opinions Towards the Desires for the 209
Cross-Cultural Learning Process in Thai Spa Uniqueness Classified
by Education
xiv
4.52 Pairwise Comparison of Opinions Towards the Desires for the 210
Cross-Cultural Learning Process in Thai Spa Uniqueness before
the Service Classified by Education
4.53 Pairwise Comparison of Opinions Towards the Desires for the 211
Cross-Cultural Learning Process in Thai Spa Uniqueness During
the Service Classified by Education
4.54 Pairwise Comparison of Opinions Towards the Desires for the 212
Cross-Cultural Learning Process in Thai Spa Uniqueness after the
Service Classified by Education
4.55 Comparison of Opinions Towards the Desires for the 213
Cross-Cultural Learning Process in Thai Spa Uniqueness Classified
by Profession
4.56 Comparison of Opinions Towards the Desires for the 214
Cross-Cultural Process in Thai Spa Uniqueness Classified by Income
Per Month
4.57 Pairwise Comparison of Opinions Towards the Desires for the 216
Cross-Cultural Learning Process in Thai Spa Uniqueness Classified
by Income Per Month
4.58 Pairwise Comparison of Opinions Towards the Desires for the 217
Cross-Cultural Process in Thai Spa Uniqueness before the Service
Classified by Income Per Month
4.59 Pairwise Comparison of Opinions Towards the Desires for the 218
Cross-Cultural Learning Process in Thai Spa Uniqueness During
the Service Classified by Income Per Month
4.60 Pairwise Comparison of Opinions Towards the Desires for the 219
Cross-Cultural Learning Process in Thai Spa Uniqueness after the
Service Classified by Income Per Month
4.61 Comparison of Opinions Towards the Desires for the 220
Cross-Cultural Process in Thai Spa Uniqueness of Russian
Customers in Moscow City Classified by Experience Using
Thai Spas in Thailand
xv
4.62 Comparison of Opinions Towards the Desires for the 222
Cross-Cultural Process in Thai Spa Uniqueness of Russian
Customers in Moscow City Classified by Experience Using
Thai Spas in Moscow
4.63 Synthesis to Creating the Cross-Cultural Learning Process 225
about Thai Spa Uniqueness and Identity before the Services
4.64 Synthesis to Create the Cross-Cultural Learning Process 228
about Thai Spa Uniqueness and Identity During the Service
4.65 Synthesis to Create the Cross-Cultural Learning Process 231
about Thai Spa Uniqueness and Identity after the Service
4.66 The Small Group Discussion by Expert about The Cross-Cultural 240
Learning Process of Thai Spa Uniqueness and Identity for Russian
Customers in Moscow City, Russian Federation
xvi
LIST OF FIGURES
Figure Page
1.1 Top European Tourism Markets to Thailand 2
2.1 Perception Process 64
2.2 Perception Process 65
2.3 Perception Process 67
2.4 The Key Successes of the Learning Process 89
2.5 Thailand 4.0 New Engine of Growth 96
2.6 Conceptual Research Framework 105
3.1 Presentation of the Conceptual Framework for Research in Thai Spa 110
Uniqueness Detail
3.2 Schematic Diagram of Concepts and Theories Related to Uniqueness 111
Variables
3.3 Diagram of the Relationship in Creating a Research Tool 112
3.4 Diagram Showing Details of Transforming Conceptual Framework 114
into Research on the Method of Creating Cross-Cultural Learning’s
Uniqueness for Thai Spa Services
3.5 The Concept and Theories Relating to Variables in Learning 115
Creation
3.6 The Desires for the Cross-Cultural Learning Process of Thai Spa 116
Services
3.7 Diagram Showing Details of Transforming Conceptual Research 120
Framework into Study the Desires for the Cross-Cultural Learning
Process in Thai Spa Uniqueness, Part 1: Before the Service
3.8 Diagram Showing Details of Transforming Conceptual Research 121
Framework in to Study the Desires for the Cross-Cultural Learning
Process in Thai Spa Uniqueness, Part 2:During the Service
xvii
3.9 Diagram Showing Details of Transforming Conceptual Research 122
Frameworks for Research into the Desires for the Cross-Cultural
Learning Processes in Thai Spa Service Uniqueness, Part 3:After the
Service
3.10 Diagram of Concepts and Theories Relating to Variables. 123
Part 1, Before the Service (27 questions)
3.11 Diagram of Concepts and Theories Relating to Variables in 124
Quantitative Research, Part 2, During the Service (17 questions)
3.12 Diagram of Concepts and Theories Relating to Variables. 125
Part 3, After the Service (16 questions)
3.13 Diagram Illustrating Paradigm and Theories Related to Question 139
Variables for Identity
4.1 The Data Analysis to Create the Cross-Cultural Learning Process 233
of Thai Spa Uniqueness and Identity
4.2 The Cross-Cultural Learning Process of Thai Spa Uniqueness 239
and Identity for Russian Customers in Moscow City, Russian
Federation
4.3 The Cross-Cultural Learning Process of Thai Spa Uniqueness and 243
Identity for Russian Customers in Moscow City, Russian Federation
(The New Process after Conclusion from the Experts)
5.1 The Cross-Cultural Learning Process Of Thai Spa Uniqueness and 247
Identity For Russian Customers in Moscow City, Russian Federation
CHAPTER 1
INTRODUCTION
1.1 Background and Significance of the Problem
According to the Department of Health Service (2013), Thai spa refers to
holistic healthcare using natural approaches and products to treat the body, mind,
mood, and spirit to provide relaxation. This kind of holistic healthcare can be
performed through the use of water as a main element in combination with the use of
five perceptions of sight, taste, smell, sound, and touch. In addition to holistic
healthcare, Thai spa has its own cultural uniqueness. It is internationally acclaimed as
a beautiful art and traditional practice that is performed within magnificent architecture,
using delicately crafted equipment and incorporating strong characteristics found in
Thai hospitality. Thus, Thai spa is unlike any others, especially traditional Thai massage
(Valvalee Tantikarn, 2004, p. 135). Given the fact that Thai spa applies the use of local
wisdom found in herbs, spa treatments are required to be performed under standardized
control and specific human resources training. In addition, Thai spas should possess
ISO 9001-2000 and Original Equipment Manufacturing (OEM) certifications (Ministry
of Foreign Affairs of the Kingdom of Thailand, 2015). For these reasons, it is not
surprising that Thai spas are popular throughout the world. Additionally, Thai spas can
be considered a business sector which is remarkably consistent with the country's
development policy under the country’s current "Thailand 4.0" Development Plan
which focuses on promoting Thai spa, healthcare products, and services.
The Thai spa business is one part of the service industry that can generate
productivity, employment, and revenue for the country. According to Kasikorn Thai
Research Center, the overall Thai spa business increased by 14 percent and accounted
for 20,000 million Thai baht. At present, Thai spa businesses are expanding and make
up 44 percent of the world’s spa industry, especially in Eastern Europe (Kasikorn Thai
Research Center, 2011). According to the Department of Tourism, in 2015 Russia
2
experienced the highest growth of Thai spa businesses. It was found that in the past five
years from 2010 to 2015, more than 4,000,000 Russian tourists visited Thailand.
Russian tourists are regarded as quality tourists, with an average per capita expenditure
of 4,620 Thai baht per person (Department of Tourism, 2017). Moreover, Russian
people were characterized by their love of enjoyment and entertainment as well as their
keen interest in the beauty of Thai spas, Thai massage, and Thai herbal products. Based
on such trends, some Russian tourists identified a business opportunity and started to
operate Thai spa businesses in Russia, especially in Moscow City.
Figure 1.1 Top European Tourism Markets to Thailand
Source: Department of Tourism (2017).
As can be seen in figure 1.1, between 2007 and 2016, Russian tourists ranked
number one in terms of visits to Thailand. At present, more than 500 Thai people are
working as Thai therapists in Moscow City. According to statistics from the Thai
Embassy in Moscow City (2014), there are more than 200 Thai spa facilities in
Moscow. These include 27 branches of Seven Colour Spa, 53 branches of Thai Rai Spa,
3
18 branches of Wai Thai, Thai Pattara Center, Thai Montra, Thai Master, etc. These
spas operate in such places as hotels, beauty salons, fitness centers, subway stations,
airports, department stores, hospitals, clinics, apartments, commercial buildings, etc. In
2014, Russia enjoyed a high economic growth rate of 4.3 percent. It was the 9th largest
economy in the world and has continuously attracted foreign investments. Also, Russia
was in need of additional 3-4 star hotels with 6,000 rooms for tourists (Department of
Exports, 2014) since many foreign and Russian tourists travel to Moscow City. For
these reasons, the Thai spa business has rapidly grown in Moscow City in tandem.
From a preliminary survey, the researcher has found that Thai spas in Moscow
present the uniqueness of Thai spas in a variety of ways. These include the five senses
of sight, taste, smell, sound, and touch, both in intended or unintended ways. For
example, the presentation of "sight" sometimes appeared in the form of inappropriate
uniforms worn by service staff which led to the idea of sexual commerce. Inappropriate
decoration using Buddha images or statues and the throwing of water during the
Songkran Water Festival in Thailand have also added to the misunderstanding of the
word “Thai spa” when people mix healthcare with the water element. For treatments
with "taste", it was found that some spas offered herbal drinks that were too spicy. For
"smell", there was the use of non-natural products which did not properly present Thai
uniqueness; some places used camphor and mistook this for a Thai aromatic scent.
Also, some places played ancient Thai traditional music that would "sound" unrelaxing
and employed Filipino, Vietnamese, and Indonesian staff to reduce expenses even
though the front sign labeled the spa as offering “Thai Massage”. Furthermore, for
"touch", which is the most important part of a massage, some therapists used their feet
to massage customers’ necks and placed them close to their heads, which are examples
of the lack of proper training and misuse of massage techniques which in turn cause
misconceptions and misunderstanding among Russian customers about Thai spas. As a
consequence, it is clear that there a lack of clarity and appropriateness still prevail when
it comes to the process of learning about Thai spas. This is something which may
negatively impact the image of Thai culture and Thai spa businesses operated by Thai
entrepreneurs. In addition, problems arose due to the differences in cultures as well as
issues with cross-cultural communication.
4
In addition, the researcher also conducted preliminary interviews with Thai
entrepreneurs on September 17, 2015 and found that they were concerned about the
misconceptions held by Russians in Moscow City about the uniqueness and identity of
Thai spas, which will negatively affect Thai spa businesses both at present and in the
future. The researcher also presented guidelines to be incorporated into the provision
of services and information for Russian customers in Moscow City, indicating what
they can expect before, during, and after services through their communication with
Russian people using the Russian language in order to make customers understand the
correct uniqueness of Thai spas. Such guidelines are referred to as the “Cross-Cultural
Learning Process”.
As a result, the researcher identified the following important problems:
1) Inappropriate ways of presenting uniqueness and identity of Thai spas
in Moscow City lead to misconceptions and misunderstanding by Russian customers in
Moscow City. The image and value of Thai spa businesses as well as the reputation of
Thailand are impacted.
2) The misconceptions of Russian customers in Moscow about the
uniqueness and identity of Thai spas exist due to the differences between Thai and
Russian cultures. Hence, there are gaps in the cross-cultural learning process which
directly affect Thai entrepreneurs, both those already operating in Russia and those
likely to operate a Thai spa business in Moscow City, according to the spa promotion
policy of Thailand.
3) There was a lack of a process for a cross-cultural learning process on
the uniqueness of Thai spas and the identities of Russian customers who prefer such
spas. The researcher saw that this was a problem for entrepreneurs who were not aware
of the desires of their customers given the cultural differences between Thailand and
Russia. Individual entrepreneurs presented identities in different ways as they did not
have standard guidelines on how to provide their services. Thai entrepreneurs,
especially, were more affected by the service problem as they faced a different culture
while operating in a foreign country. Thus, the researcher searched for guidelines to
create a true process for a cross-cultural learning process about the uniqueness and
identity of Thai spas taking into consideration the desires of Russian customers and
entrepreneurs.
5
These were related studies on cultural differences. Samovar and Porter (1976)
said that "the most varied cultures are Western and Eastern cultures", which could be
clearly identified in the mentioned problem. The cross-cultural learning process theory
of (Byram, 1997) stated that "Cross-Cultural Learning is essential to create value in
business communication and negotiation, so it should be focused on foreign cultures as
well as your own culture, in order to better understand yourself and others". Hence, it
is essential that the cross-cultural learning process serve as an important factor which
can affect customers’ proper and correct concept of and understanding about Thai spa
businesses, in terms of the Thai spa’s uniqueness, style, and service. Such knowledge
will assist with consumer learning, leading to the acceptance and decision to return to
Thai spas again and again. Based on a review of related literature, (Sippasinee, 2012)
marketing factors affecting the decision-making process of Chinese tourists for spa
services in Thailand were explored. Suteeraporn Antimanont (2010) studied the
“Customers' satisfaction on Phuket Phannara Spa service”. Sukanya Payoongsin (2010)
explored the "Marketing Strategies of Spa Businesses in Thailand". Chalida
Boonruangkhao (2008) investigated the spa business environment. Nardrudee
Maneenate (2006) described the health tourism business development in the form of a
case study of Thai traditional massage. Sathit Niyomyat et al. (2006) looked at the
“Behavior of having spa services of foreigners working in Thailand”. Kamontorn
Promphitak et al. (2005) conducted a research studying the potential of spa tourism in
Phuket, Phang Nga and Krabi provinces. Ernst (2003, pp. 103-118) completed a study
named "Safety of massage therapy."
All of the research only dealt with cross-cultural studies about Thai spas located
in Thailand. It was found that there was no research on the cross-cultural learning
process regarding Russian customers in Moscow City, Russia.
The researcher then saw the importance and necessity of such issues and aimed
to create a learning process about the uniqueness and identity of Thai Spas for Thai spa
entrepreneurs in Russia to meet the preference of Russian customers. It is hoped that
the research findings will lead to the development of acceptable Thai spa businesses
which meet the preferences of Russian customers, who will then accept and decide to
use Thai spa services on a continual basis. The success of Thai spa businesses in Russia
will help promote the good value and positive image of Thai spas along with Thai
culture internationally and sustainably.
6
Of course, this research will address the existing gaps in the literature and
present best practices that can be implemented in Thai spas in Moscow City, Russia as
well as elsewhere. Given the fact that there are still numerous misconceptions and
misunderstanding about what exactly constitutes a “Thai spa”, this research will serve
as a manual and offer specific guidelines on all aspects of operating a Thai spa,
particularly in Moscow City and for Russian customers. The research details what a
customer is expected to experience the moment he/she steps foot into a Thai spa up
until the moment he/she leaves the spa. The findings can be immediately introduced
and utilized by spa operators based on research findings and interviews from numerous
spa operators and owners as well as expectations from Russian spa customers. Thus, by
following the findings in this research, Thai spas in Moscow City can ensure that the
service, decoration and other aspects of their operations will be in line with the desires
and expectations of Russian customers. As a result, Thai spas operating abroad in the
world’s largest country will be able to thrive financially while also promoting the
uniqueness and beauty of Thai culture and traditions through Thai massage and spa
services. This research, in brief, fills a gap as no such research exists.
1.2 Research Objectives
1) To study the uniqueness of Thai spa services in the view of Russian
customers and the identity concepts of Thai spa entrepreneurs in Moscow City, Russian
Federation.
2) To explore the methods of creating cross-cultural learning process about the
uniqueness of Thai spa services for Russian customers in Moscow City, Russian
Federation.
3) To identify the desires for a cross-cultural learning process about the
uniqueness of Thai spa services for Russian customers in Moscow City, Russian
Federation.
4) To create a cross-cultural learning process of Thai spa uniqueness and
identity for Russian customers in Moscow City, Russian Federation.
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1.3 Research Questions
1) What are the views of Russian customers about Thai spa uniqueness and
what are the identity concepts of entrepreneurs of Thai spa entrepreneurs in Moscow
City, Russian Federation?
2) How can the methods of cross-cultural learning process about the
uniqueness of Thai spa services for Russian customers in Moscow City, Russian
Federation be created?
3) What are the desires for the cross-cultural learning process about the
uniqueness of Thai spa for Russian customers in Moscow City, Russian Federation?
4) What should be the process for the Cross-Cultural Learning in Thai Spa
Uniqueness and Identity for Russian Customers in Moscow City, Russian Federation?
1.4 Research Hypothesis
1) Different demographic profiles of Russian customers in Moscow City
would result in different opinions about the uniqueness of Thai spas.
2) Different demographic profiles of Russian customers in Moscow City
would result in different opinions about the methods used to create the uniqueness of
Thai spa services.
3) Different demographic profiles of Russian customers in Moscow City
would result in different opinions about the desires of Thai spas services.
1.5 Scope of Study
1.5.1 Population and sample group include:
1) Russian customers in Moscow City, and
2) Thai spa business entrepreneurs in Moscow City.
1.5.2 The variables used in the research include:
1) Independent variable includes
(1) Demographic profiles of Russian customers in Moscow City.
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2) Dependent variables include
(1) The uniqueness of Thai spas,
(2) The methods of creating the cross-cultural learning process
about the uniqueness of Thai spa services, and
(3) The need for the cross-cultural learning process about the
uniqueness of Thai spa services.
1.5.3 The duration of the study was from March 31st, 2015 to March 31st, 2017,
for a total duration of 24 months.
1.5.4 The scope of study area: The study was conducted in Moscow City,
Russian Federation.
1.6 Operational Definitions
Uniqueness of Thai Spa refers to the uniqueness of Thai spas from Thailand,
which clearly represents the many unique and specific aspects of Thailand which can
be perceived through the five senses: sight, taste, smell, sound, and touch along with
the uniqueness of Thai habits. Such traits cannot be changed based on the perspectives
and perceptions of Russian customers in Moscow City, Russia (Department of Health
Service Support, Ministry of Public Health, 2013).
Identity of Thai Spa refers to characteristics used to describe Thai spas at a
moment in time which may be changed by the conscience and ideology of each culture
and ethnic group through the five senses, namely sight, taste, smell, sound, and touch.
This study, “Identity of Thai Spa”, refers to the view of Thai spa business entrepreneurs
in Moscow City, Russia (Office of the National Economic and Social Development of
the Ministry of Public Health, 2013).
Cross-cultural Learning Process refers to the process of learning about the
uniqueness and identity of Thai spas through the five senses by interacting,
communicating, and exchanging information between Russian customers and Thai spa
entrepreneurs in Russia. As a result, Russian customers will have a better understanding
of Thai spas and how to operate Thai spas smoothly as well as how to create value for
their spa businesses. Plus, all stakeholders will learn to value and accept the differences
between the two cultures. In this research, the process includes a methodology and
9
procedures from before, during, and after the service through four learning sources:
people, media in spa, places and environments, and learning activities about the culture
related to Thai spa (Kendall, 2014).
Thai Spa in this research refers to 31 Thai spas that are legally operating under
Russian law. It must offer Thai-style massages by Thai therapists in spas using Thai-
style decoration. The study focused solely on Thai traditional massage and Royal Thai
massage (Department of Health Service, 2013).
Russian Customers refer to Russian customers who live or work in Moscow
City and those who have used Thai spa services in the 31 places of sampling (Piyachart
Choenjit, 2010).
Thai Spa Entrepreneurs refer to Thai owners, Russian partners or the managers/
authorized persons of Thai nationality who work in one of the 20 places of sampling in
Moscow City (Ministry of Foreign Affairs of the Kingdom of Thailand, 2011).
The Spa Senses refer to the perceptions of Thai Spa uniqueness through the five
senses, namely sight, taste, smell, sound, and touch along with the Thai uniqueness
(Department of Health Senses, 2013).
The Methods of Creating Cross-Cultural Learning Process refers to ways to
create cross-cultural learning for the whole process of service before, during, and after
the service based on four sources: people, media in spa, place and environment, and
activities (Kasem Kumbutda, 2007).
Process of Spa Service refers to steps in the spa services from before, during,
and after the service based on four sources of learning: learning from people, from
media in spa, from place and environment, and from activity (Nongluck Waipharom,
2010; Daruporn Chairat, 2001)
Ruble Refers to the Russian Currency : 1 Rub = 0.1 Thai baht or 60 Rub = 1
USD
CHAPTER 2
LITERATURE REVIEW
The researcher conducted a study on "The Cross-Cultural Learning Process of
Thai Spa Uniqueness and Identity for Russian Customers in Moscow City, Russian
Federation” by studying papers, concepts, theories, and related research articles to
guide the researcher to review, in a clear and accurate manner, the following terms and
concepts:
2.1 The Concepts and Definitions of Uniqueness and Identity
2.1.1 Definition of Uniqueness and Identity
2.1.2 Characteristics and Identities of Thai Spa
2.1.3 The Concepts of Uniqueness and Identity Creation of Thai Spas
2.2 Knowledge of Thai Spas
2.2.1 Definition of Spa and Thai Spas
2.2.2 Herbs used in Thai Spas
2.2.3 Thai Spa Business Management Concept
2.2.4 Thai Spa Quality Standards
2.2.5 Key Strategies for the Promotion of Thai Spa Development
2.3 Concept and Theory of Culture
2.4 Concepts and Sensation Theories
2.5 Concepts and Theories about Cross-Cultural Learning Process
2.6 Concepts and Theories of Consumer Learning
2.7 Types of Human Learning Sources
2.7.1 The Process of Thai Spa Services
2.8 Russian Federation
2.8.1 General Information about Russia
2.8.2 The Opportunity for Thai Spas and Thai Traditional Massage in
Russia
2.9 Thailand 4.0
2.10 Related Research
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2.1 The Concepts and Definitions of Uniqueness and Identity
2.1.1 Definition of Uniqueness and Identity
2.1.1.1 Definition of Uniqueness
One of the key concepts in this research covers the topic of “uniqueness”.
For this reason, it is imperative to have a clear understanding of the exact meaning of
this term. According to the Bloomsbury English Dictionary (2004, p. 2029), the word
“unique” can be defined as “being the only one of a kind” as well as “different from
others in a way that makes somebody or something special and worthy of note.” In
addition, a look at the Collins Thesaurus A-Z (Crozier, Gilmour, 2006), reveals that
other synonyms for “unique” include “special, exclusive, peculiar, only…unrivalled,
incomparable”. Hence, it can be clearly seen that the state of being “unique” implies
that whatever is being described is unlike any other things.
A clear understanding of this term is key to this research as the focus will
be on identifying elements and processes which are “unique” to Thai spas. What exactly
constitutes uniqueness? What makes something unique? Many other works of research
in a myriad of fields have also attempted to identify unique characteristics and
outstanding elements in their own respective fields. Everyone, in essence, strives to be
unique. No one wishes to be like others. Even if a person does desire to emulate another
person, it would still be impossible to be a carbon copy of another person or entity. For
Thai spas abroad as well as those in Thailand, the “uniqueness” lies in conveying
elements of Thai culture and services. The word “Thai” in Thai Spas and Thai Massage
is key. This type of spa is not any other type of spa. It is “Thai”. Hence, this dissertation
attempts to flesh out all relevant details in order to outlined and explain the processes
involved to ensure that such spas exude uniqueness à la thaïlandaise. This first section
will examine in detail the concept of uniqueness both from local Thai literature as well
as those from overseas.
Given the fact that Thai spas originated in Thailand, the term should first
and foremost be examined from the Thai context. There is no other authority on the
Thai language other than the Royal Society of Thailand who are responsible for shaping
and, to a certain point, regulating the Thai language used in the Kingdom of Thailand.
According to the Royal Institute Dictionary (RID) (Royal Institute, 1982, p. 935), the
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term is defined as “something of the same or of mutual character”. Like the Bloomsbury
English Dictionary, the Thai word “ake” signifies something which is unique from many
things.
2.2.1.2 Definition of Identity
According to Calhoun (1994), identity is defined as being “the name or
essential character that identifies somebody or something” as well as “the set of
characteristics that somebody recognizes as belonging uniquely to himself or herself and
constituting his or her individual personality for life.” Moreover, many other synonyms
also exist for this word, including “self, character, personality, existence, distinction,
originality, peculiarity, uniqueness, oneness, singularity, separateness, distinctness…”. In
brief, identity is something which renders a person or thing to stand out and makes
him/her/it special from other things. Not only does identity refer to what something looks
like externally, but it can also involve the intangible and invisible elements hidden inside
as well.
Besides, Identity is also similar to a term used in the business sector which
refers to “the feature of a product that can be focused on in order to differentiate it from all
competition”. Hence, the elements, steps, processes, and materials used in Thai spas all
make it different and unique from other types of spa services. Thus, this dissertation aims
to elaborate and shed light on each of these steps. At the same time, the Language Institute
(Tidkorn, 2008) explained that “identity” refers to distinctive features which were
specific indicators of a person, a society, or a country such as race, language, local
cultures, and religions. In addition, Juthaphan Padungchewit (Jumjuree, 2007) explained
that “identity” is based on how people interact with one another in society which in turn
affects how they understand themselves as well as the relationships they have with
others in society. As for Chalardchai Ramitanont (2005), he emphasizes the changes in
identity, explaining that it does not occur in nature, but rather it is something which is
created by culture at a specific moment. After all, culture is a social construction based
on people’s interpretation and behavior. This is especially true given the fact that people
are shaped by the society in which they live and by the people who are around them.
However, Judith Cherni stated in Social-Local Identities (2010) that theorists in the
field of social psychology based the term “identity” on the “self” or “social ego” with
two significant definitions. The first touched on the idea of being a “member’s identity”
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or the realization of membership along with the feeling of being a part of a group. The
second concerned an ideological definition, which involved changing the world’s view
of a group’s position in society. Furthermore, Cherni (2010) gave additional descriptions
about “identity”, stating that in the explanation or interpretation of “social identity”, the
emphasis should be on considering the relationship of “reflexive action” and the
group’s acceptance in terms of the mutual symbol system, definitions, along with norms
and regulations. Because of that relationship, they considered the definition in terms
of social phenomena in identity creation, area creation, fighting, and social power along
with personal and group realizations in society. Also, Wandee Santiwutmethee (2002)
revealed that ethnic identities are symbols which convey ethnic consciousness. These
symbols are not fixed but may be adapted to maintain their own ethnic consciousness;
hence, this essentially meant that ethnic identities were what outsiders can sense by
sight, sound, and touch (Cowen, 2006). Although it is true that the created identities
might work well for some time, it might not work at all as time passes because each
ethnic group has to adapt. Eventually, changes will ensue as a result. In other words,
identities with lesser power would be replaced by new identities with more power.
In addition, Chaladchai Ramitanon (1999) mentioned that identities are
separated into two levels: individual identity and collective identity. Fonwanchan
Srichan (2000, p. 9) summarized that collective identity was created from the selection
and defining of the past as history is made by the collectivity of governments or nobles
and criticized to present their history through languages to create a representation of
past images which can not be separated from modern individuality. This idea is echoed
by Nutcharin Tubtim (2010, p. 13) who explained that identities are created and formed
through the interaction between people. Moreover, she added that each person has many
identities, and when one has accepted an identity, it means one has determined one's
position and one’s position of the society. In addition, apart from their professional
identity, these masseurs or masseuses were formerly children, may be parents, and may
have other types of identities later on as well. In fact, they may also be a customer of
Thai massage themselves. In essence, the process has created differences and varieties
of identities, and we are also a part of our identities. Regardless, defining and
repeatedly creating identities might be achieved using two methods. Firstly, positive
identification entails the identification of a person’s own history, nation, and culture,
14
especially intellectual individuals and government. Secondly, negative identification
involves the identification by other people or other groups, which are outsiders and
either allies or enemies. Furthermore, Anand Kanchanaphan (2006) summarized that
the identity gives the conscious awareness of those who share the same ethnicity
through such questions as “Who am I?”, “What is the root of culture?”, or “What is the
process of their ethnic identity?” Therefore, knowing their identities would create
ethnic consciousness, and this is projected in lifestyles or social activities, which
outsiders can sense in many ways. Even though identities might not be a pure process
of creating culture, they are formed by borrowing and adapting from other cultures to
match their own.
From the review of the literature, the researcher could conclude that Uniqueness
is a normal feature of a person, society, or community which is shared altogether as an
absolute and can not be changed. Nonetheless, Identity is a feature that tells the
character of each person, society, or community, which could be changed over time and
due to outsiders’ perspectives.
As for Thai Spa Identity, the Office of the National Economic and Social
Development Board and Ministry of Public Health (2013) have described the
characteristics of a Thai Spa as a beautiful form of natural holistic healing, and the
gentle Thai services help distinguish this type of spa as being from Thailand. Plus, they
also added some details and explanations about Thai Sabai or Thai Spaya. In particular,
they stated that word “Sabai” is from the Balinese word Spaya, which means the place
or person who is a friend to treat or accommodate, especially when it comes to
meditation and support concentration. Hence, Thai Spaya is a Thai way to treat health
and beauty holistically. Specifically, it involves a mixture of hand therapy, water
therapy, aromatherapy, nutrition therapy, exercise, and meditation to create a balance
of the four elements: Earth, Water, Air, and Fire. Altogether when maintaining good
mental health and protective health care, the focus is on making people aware and be
able to do basic health care for themselves and their family. Therefore, Thai Spaya is
Thai way to incorporate health care and is a cultural heritage with high value, one which
is suitable for citizens, especially Thai people to understand and use it on a daily basis.
On closer examination, it has been revealed that Thai Spaya has seven characteristics
of holistic or relaxation as follows:
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1) Relaxing Accommodation: Including Thai architecture such as a Thai
house, which is the inheritance of knowledge and has its own meaning. More
specifically, a Thai house is a charm of Thailand. Plus, it is a beautiful sight suitable
for weather and Thai lifestyle. Moreover, it is an example of an art of culture, something
which is simple yet alluring. Not only that, the location of this place of relaxation could
refer to a secured, peaceful, location with good public utilities and beautiful architecture
and decorations.
2) Relaxing Environment: A place that is surrounded by a good, airy
environment with many trees and a suitable temperature, one which is not too hot or
too cold. Moreover, it is a place which has natural fragrances and peacefulness.
Moreover, it also refers to the use of herbs or fragrances from flowers.
3) Relaxing from surrounding people: Company of family or friends is
one of the important factors which brings about happiness in life. This is because having
good friends is the greatest thing in one’s life. Also, having good-natured people
around is the best wish of normal people. In addition, living with no arguments with
others is happiness in society. Although happiness could be found from receiving
professional services and hospitality of the providers, it is also a friendly and polite
innate characteristic of the Thai people.
4) Relaxing Motion: Motion, manner and postures such as standing,
sitting, walking, and sleeping, all reflect good Thai etiquette which is accumulated from
the past and is a part of Thai culture. More specifically, Thai traditions are hidden in
every motion one makes such as through the “Wai” and exercising in a hermit style.
Furthermore, relaxing motion could also refer to hand therapy or other kinds of Thai
Massages which include relaxing massage and therapy massage. The use of herbs in
massages are also linked to the method and order of the massage and the traditions of
Thai culture.
5) Healthy Food: The food one consumes not only affects health;
however, it also affects life quality and lifespan too. Admittedly, food is one of the key
factors of living. The balance of elements in each person is the main basis of Thai
Holistic Health Care. This is also illustrated in the Thai style of health care and
knowledge.
6) Convenient Transportation: The place that is convenient to travel to,
one which is not too far from key factors of living such as sources of food, water,
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material, and medicine. Also, the hospital should not be too far from the community;
as a consequence, people can easily communicate with others in society. Hence, these
are the factors of convenience to the body. As a result, the time and stress from traveling
should decrease.
7) Relaxing sound: Sound greatly affects emotional and mental health.
It follows that creating environmental sounds is very important especially in places that
offer services so that it allows customers to be fully relaxed. In particular, sounds are
divided into two types: Natural sounds such as flowing water, waterfalls, blowing wind,
crashing waves, and animal sounds. The other type includes human-made sounds such
as music that expresses Thai culture with the use of Thai instruments.
Thai Spa Massage is a characteristic element of Thai culture. Furthermore, it is
a strong selling point for foreigners to use the service which stems from the adaptation
of Thai culture. To illustrate, the rich culture encompasses Thai Massage, hot compress,
boiled herbs, the use of Thai medicinal plants, Thai food, Thai fruit, and Thai music,
which are all obviously parts of Thai arts and culture that mainly make use of nature
(Office of the National Economic and Social Development Board and Ministry of
Public Health, 2011-2013).
2.1.2 Uniqueness and Identities of Thai Spa
From the review of the literature, the Institute of Thai Traditional Medicine
explained the lifestyles of Thai people in the past. They depended on nature, especially
in healthcare, and there were fewer factors that would cause illnesses. The people of
earlier times were healthy and had less stress. Medical treatments relied on natural
methods, or “Spa”, which is a treatment to balance the physical body in accordance
with natural elements: Earth, Water, Air, and Fire. This also included the use of images,
tastes, scents, sounds, and touch to palliate and relieve stress, which are important to
maintaining good health. The spa business then led to the development of knowledge
about Thai traditional and native medicines such as Traditional Thai Massage that uses
herbs and decorations according to the identities of four different regions of Thailand:
Northern, North Eastern, Central, and Southern. It also uses native songs to enhance
the charms of Thailand. Moreover, native local herbs are also used in food and
beverages to serve to customers to increase the value of local products, resulting in the
17
rapid growth of spa businesses. Thai Spas are a legacy of Thailand for holistic health
care, something which was passed down from previous generations. This could be
studied from the murals on the balcony of Buddhist temples and many other locations
such as Arokaya Sala which is where Thai holistic health care began. Other evidence
includes the hermit statues of Wat Pho which are clear examples of Thai traditional
holistic health care. The Institute of Thai Traditional Medicine has given the definition
of Traditional Thai Medicine as the philosophy, knowledge and practice of health care,
and cure of Thai people in the past according to Thai culture. Traditional Thai Medical
practice consists of using boiled herbs which are compressed on the body or made into
tablets. From hand therapy to curing bones, using Buddhism or rituals to cure the
mental body to traditional therapy and natural therapy which have been passed down
from generation to generation by conversation, notation, and observation of the Institute
of Thai Traditional Medicine (Institute of Thai Traditional Medicine, 2011).
Therefore, the most apparent characteristic of a Thai Spa is Thai Massage,
which is the science of massage and includes elements of Thai traditions that therapists
must learn from a Thai Massage School and gain a certificate from the school/institute
that has been certified by the Ministry of Public Health. Thai Massage can be divided
into two types: Traditional Thai Massage and Royal Thai Massage. Phennapha
Sapcharoen and other researchers have described the meaning of Thai Massage as
follows:
1) Chaloeysak Massage (Thai Traditional Massage): Chaloeysak means
freedom. Chaloeysak Massage which means the massage style of the local folks,
therapists do not have any ranks and inherit the knowledge from natives. Such know-
how is suitable for villagers to massage each other with two hands and other parts such
as foot, elbow, and knee without the use of medicine. This style of massage allows
people the freedom to massage each other and is very popular nationwide in Thailand
(Phennapha Sapcharoen, 2007, p. 7).
In the past, the passing down of Traditional Thai Massage was not
necessarily done in order. Rather, it was passed to ancestors of the same house. The
teachers chose the most suitable person to become a pupil or close acquaintances who
wanted to learn and become disciples to pass down their knowledge. The teacher’s
ceremony depicts the acceptance of disciples. The teaching is practiced face-to-face
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from using fingers to squeeze a candle to improve the strength of their hands and
fingers, and then the disciple must learn the lines of disease theory and fundamental
massage from the massage teacher and follow relevant instructions. The student must
go through much painstaking practice to succeed.
2) Royal Thai Massage: Royal Thai Massage is the massage from the
royal chiropractor or the royal doctor who attends to the king or high-class nobles, so
the length of massage is short but of high quality. The posture of massage must be
polite. The chiropractor must practice until he/she is well versed in the massage
technique called “Nuang Nen Ning”. The teaching about “Medical Treatment” is
contained in a massage course of the royal court to improve the proficiency of the
chiropractor. It can be said that this type of massage has special characteristics
(Phennapha Sapcharoen, 2007, p. 7). The royal chiropractor must collect themselves,
walk on their knees toward the patients, not breath over the patient while massaging,
and look straight ahead, not too low nor too high. Royal Thai Massage is used in royal
places; thus, any posture must be collected and polite. Most massages are only done
with fingers in order to be able to control the pressure and not present disrespect toward
kings and nobles. As the saying goes, “even one’s breath is not allowed to touch the
person being massaged”. Hence, the angle and ratio of massage must not be too close,
and the therapist must look straight and not too low as the breath could run over the
king’s body, or too high to disrespect the king. Thai Royal Massage was very popular
and widely accepted in the past. Only close and trusted acquaintances of the king were
allowed to be in charge of this duty. They founded a left chiropractor department and a
right chiropractor department, so the chiropractors could work with royalty in high
position.
In modern days, descendants are very few and far between as most of them
inherit the massage technique only from the family, and most inheritors are reluctant to
relay the knowledge, making this kind of massage at risk of disappearing. This type of
massage is truly important to oneself; it could efficiently treat diseases and pains in the
patients such as loosen stiffness of muscles, reduce inflammation in bone joints, and
stimulate weak muscles. However, failure of a massage could lead to worsening
injuries, so the practitioner must learn how to massage correctly in order to be able to
treat illnesses.
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2.1.3 The Concepts of the Uniqueness and Identity Creation of Thai Spas
From the literature review about Thai spas, it stated that Thailand grew from a
land with an ancient civilization and a cultural identity inherited from more than 2,000
years ago. Thailand is also famous for beautiful arts and traditions, elegant architecture,
and neat equipment. Thai people are delicate and pleasant, and the tourists are given a
friendly welcome. All of these things make Thai spas different from spas from other
foreign countries. Moreover, there is a wisdom about herbs and therapy used in
traditional Thai medicine and alternative medicine which can be immediately applied
in spa businesses. Currently, Thai cultural identity and local wisdom which are used in
spa businesses are as follows:
1) Original massage from royal court and independent from Thai spas
and water therapy.
2) The use of local herbs in spa businesses,
3) The adaptation of Sukhothai architecture for decoration and vintage
architecture,
4) The development of Spa packages and fashionable spa decoration,
5) The use of music in spas, and
6) The mélange of Thai traditional medicine and alternative medicine
with Thai spa massage. This includes the use and influence of Buddhist preachers. Thai
people tend to be generous, humble, and service minded. Also, Thai manners and the
charm of local culture are strengths that differentiate Thai spa businesses in Thailand
and attract foreign customers who want to maintain good health and relieve their stress
with cultural tourism. From these advantages, Pennapa Sapcharoen, Surapoj Wongyai,
and Walwalee Tantikarn, (2006, p. 4) separated Thai identity into two main parts: 1) Thai
culture with evident architecture, and 2) Thai identity in Thai people (habits) such as
humbleness and their attempt to please.
The integration of two Thai cultures created a unique identity that is
incomparable with others’ cultures. It became a strength in the service industry because
of its uniqueness. Furthermore, the Department of Foreign Trade supported information
that spa businesses integrated eastern and western wisdom (2011). The business is
considered to be highly ranked in terms of growth. It has grown faster and bigger to the
point that controlling departments have not been able to respond to all of these changes.
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Now, the spa business is diversified; in other words, it has “no direction” and is
rudderless. There will be confusions about the correctness of Thai spas, one which will
make Thai spas distinctive based on Thai uniqueness and pride. The involved
departments and organizations have to create guidelines and a frame work of Thai spa
uniqueness, which will serve as guidelines for new entrepreneurs. The guidelines will
also conform to the goal of spa businesses to emphasize Eastern culture more. When
the customer enters the spa, they will feel a difference through their five senses. Spas
will consider every minute detail when it comes to their products and services so that
they can create Thai spa identity. There will be an emphasis on Thainess.
1) Sight-includes everything which is visible. This can be explained in
the following subtopic:
(1) Building-the most visible thing outside is the building style. It
can create perceptions about service. The type of business should be clear through its
architecture, from the entrance and signage.
(2) Garden decoration-one clear creation to identify Thai uniqueness is
garden decoration through the use of ancient woods such as Mokson, orange jasmine,
white champaka, and Sonchampa planted in the garden. There will be sculptures
representing Thai traditional beliefs. These things will represent Thainess very well.
(3) Internal decoration is very important for the business because
customers will spend approximately 1-3 hours inside the spa. Internal decoration is
important as it will represent Thai uniqueness or represent the thoughts of
entrepreneurs. Thainess in decoration can be viewed from the floor (wood floor or
baked clay tile). Customers can see the wooden furniture, wall decorations in silk, photo
frames, or even handicrafts.
(4) Uniform-must represent Thai uniqueness with Thai patterns in
Thai cloth. However, the uniform must be concise and maintain beauty whilst still
being versatile and comfortable when working.
2) Taste-Thai foods and healthy drinks are offered to customers to
enhance their experience through Thai dessert and drinks. The elements of fruit and
vegetables that are freshly cooked or readily available throughout the relevant seasons
are growing in popularity, ones which are without toxins and artificial flavorings.
21
Drinks can be adapted to an individual’s health to maintain good health and beautiful
skin.
3) Smell-scents cover the science and art of aromatherapy, a process and
procedure to support good health through the use of body and mental modalities of
therapy by incorporating scents from volatile oils from herbs such as flowers, leaves,
roots, fruit, bark, gum, and extracted scents from animals, etc.
4) Sound-Thai music is melodious from special instruments. Thai music
in spas should be local music, which include different sounds from different regions to
create a relaxing atmosphere.
5) Touch refers to touching with the hands to do massage. Treatments
are carried out by expressing the Thai gentleness through the poses based on science,
art, and massage principles. The results will be from massages and treatments in the
royal court and private massages.
From the literature review about uniqueness and identity, the conclusion of Thai
spa uniqueness consists of two parts.
1) Evident Identity-this encompassed internal and external architecture,
grooming, massage through royal court, and private massage.
2) Habit Identity-submissiveness and honor in service together with the
elements expressed through the five senses; sight, taste, smell, sound, and touch make
up a therapist’s habit identity. Furthermore, the researcher studied in detail the general
knowledge of Thai spas. It is necessary to learn about the process of learning with
customers about their perceptions of Thai spa perception as well as to study the learning
process between Thai spa uniqueness and identity. The next topic will examine cultural
differences and cross cultural learning. The researcher provides a brief definition of the
key terms as follows:
(1) Thai spa uniqueness: this is a process which involves the
collaborative learning for the acceptance of individual uniqueness characteristics,
including Thai uniqueness. Uniqueness means “the special characteristic of Thai spa”
and is represented by the implicit Thai style. The remarkable character is unique, but
they may be changed through perception and learning through the five senses: sight,
taste, smell, sound, and touch.
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(2) Thai spa identity: According to Thai spa entrepreneurs,
“Identity” means “the show or the implication of characteristic”, or the characteristic
of an individual which can be perceived by others. All outcomes can be identified for
each identity. Identity represents every part of our specific characters that others
remember and which can be changed. This research study aims to explore this concept
through the entrepreneurs’ point of view. This study will create the process of
identifying the identity in every context through recognition and learning using the five
senses: sight, taste, smell, sound, and touch.
23
Table 2.1 The Conclusion of Literature Review about Uniqueness and Identity
Author (Year) Result of Research Research Supportive
The Committee of
Definition, Royal Institute
(2013)
Uniqueness means specific feature or the fact that only one such
thing exists. The Thai language is unique to Thailand and is
changeable. There are many things in different dimensions.
Identity means the totality of uniqueness of one thing which
makes that thing known or remembered. “Aut” or “Autta” means
self. Identity is a self-character which is not changeable.
Can be applied to and used with Objective 1 in
terms of the uniqueness of Thai spas in terms
of taste, smell, touch, and Thainess of the
Consumer Group
Hassan (1985) This concept describes the belief about the core properties of
individuality. Individuality has become a definition which is
changeable depending on the context. It does not refer to a specific
property. Thus, the word “identity” will be replaced with the word
“uniqueness”.
Can be applied to and used with Objective 1 of
the Consumer Group.
Judith Cherni (2001) “Identity” is based on the word “self” or “social ego”. There are
two important parts of the definition. “Member’s Identity” is being
conscious of one’s membership along with being the owner of the
feelings of a group. The second meaning deals with Ideology
which is a world view which talked about “identity”. According to
the explanation or interpretation of “social identity”, one should pay
attention and consider the relationships of one’s reflexive actions.
Can be applied to and used with Objective 1 of
the group of practitioners in regard to the
uniqueness of Thai spas.
23
24
Table 2.1 (Continued)
Author (Year) Result of Research Research Supportive
Also, it is also important to consider group acceptance based on
mutual symbols along with norms and rules.
Chalartchai Ramitanont
(2005)
Identity does not come up in a common way. Rather, it is invented
based on culture during a specific period of time. Culture is a
social construct. Culture has a form named “Circuit of culture”.
Can be applied to and used with Objective 1 of
the Practitioner Group.
Foucault (1999) Michel Foucault mentioned that Identity is unique which resulted
from the consequences of social practice and social institutions.
Social practice is based on continuous knowledge. This is how
Knowledge was implemented into the definition of Identity.
Identity is shown through the appearance of each generation or the
so called “self-characteristic”.
Can be applied to and used with Objective 1 of
the Consumer and Practitioner Group.
Tapp (2002)
Identity in the point of view of “Ethnic Identity” involves the idea
of historical consciousness. Ethnic Identity can not be definitely
defined as it descended genetically. However, it comes from
something specific. All Ethnic Identities have been selected by
individual cultures. By using the provided circumstances, ethnic
Can be applied to and used with Objective 1 of
the Practitioners Group
24
25
Table 2.1 (Continued)
Author (Year) Result of Research Research Supportive
identities can be brought up, explained, and interpreted as a
significant part of social life.
McLean (2015)
Ethnic Identity refers to a symbol that conveys the idea of reaching
Ethnic Consciousness. This symbol does not necessarily have to be
consistent and could be continually transformed in order to
conserve this Ethnic Consciousness. Therefore, we are able to
perceive it by sight, sound, and touch, as Ethnic Identity has its own
concrete characteristics. Identity can be exchanged to some extent
with other Ethnic groups who conserve their own Ethnic
Consciousness.
Can be applied to and used with Objective 1 of
the Practitioners Group.
Chalartchai Ramitanont
(2005)
There is not only one Identity, but there may be many Identities that
an individual can compose over time. Identity is not homogeneous;
on the other hand, it is created by social background. Identity
follows a “Social Construct Process”. Identity is created in a
limited period of time. It could be good in one era and then not
good in the next era. The reason might be each Ethnic group has
its own adaptation, and it leads to less power of the old Identity and
the creation of a new Identity. It can be said that Identity does not
Can be applied to and used with Objective 1 of
the Practitioners Group.
25
26
Table 2.1 (Continued)
Author (Year) Result of Research Research Supportive
have a certain definition, but it can move and change all the time.
There are two types of Identities: Individual Identity and Collective
Identity.
Nuchjarin Tubtim (2010)
Acquisition process or Identity creation refers to an Identity that is
created and built up by the interactions among people in the society.
One thing probably has multiple Identities in many different ways.
If it had an accepted Identity in a specific era, it means people have
already determined their social acceptance. This process of
differences and diversities may arise from Identity creation.
Can be applied to and used with Objective 1 of
the Practitioners Group.
Anan Kanjanapan, (2006) Identity gives the point of view toward the same social outlook by
those in the same culture of collective Ethnic Identity group. “Who
am I?” is based on the origin of the culture or the Identity process
of Ethnic gathering. The direction of Ethnic consciousness is based
on ourselves as well. This consciousness is reflected in our daily
lifestyle or our social activities which can be figured out by sight
and perceived in many different ways. It can be said that Identity
does not refer to the creation of an actual culture because it is a
combination of adjusting to the context of our culture and social
groups.
Can be applied to and used with Objective 1 of
the Practitioners Group
26
27
Table 2.1 (Continued)
Author (Year) Result of Research Research Supportive
Department of Health
Service (2013)
Department of Trade
Negotiations (2011)
Uniqueness and Identity of the Thai Spa
Thai Spa is a therapy which involves ancient healing using a natural
system which evolved from valuable ancient cultures. Thai Spa is
the most admirable of Thailand’s beautiful antique tradition known
all over the world. There are unique, pleasant tools and attractive
decorations as Thai people are gentle, courteous, pleasant, and
punctilious. They warmly welcome visitors. Therefore, Thai Spa is
unique and an ideal Identity that is different from other spa
businesses in many countries. In addition, the indigenous
knowledge of herbal medicine and health treatments which are
emphasized in Thai traditional herbal medicine massage or
alternative medicine is also applied as a key feature in spa
businesses. This business emphasizes Thai traditional medical
massage can be divided into two main types: General Massage
(Cha-loi-sak massage) and The Royal Style Massage (Rajasamnak
massage).
Can be applied to and used with Objective 1 of
the Consumer and Practitioners Group
27
28
Table 2.1 (Continued)
Author (Year) Result of Research Research Supportive
Department of Health
Service (2013)
The concepts of uniqueness and identity are important for the
creation of Thai Spas. Generally speaking, Thai spas are a kind of
holistic health care used to relieve pain and stress by incorporating
water as an important element and combining the five senses: sight,
taste, smell, sound, and touch.
Table 2.2 Conclusion of the Literature Review about “Culture”
Author (Year) Result of Research Research Supportive
The Shorter Oxford
Dictionary
Office of the Royal
Society (1995)
Definition of “Watthanatham” in English is “Culture”.
“Culture” is from the Sanskrit language. It means cause of prosperity,
or Dhama is prosperity. Many knowledgeable persons defined this
word as per the following: 1) Culture means merit and prosperity in
human life which appeared in concrete things and was inherited by
the new generation. 2 ) Culture refers to lifestyle, practices, and
objects from a collection and is passed down to the next generation
to express their identity or ethical marks. 3) Culture
Can be applied to and used with Objective 1 of
the consumer and practitioners group.
28
29
Table 2.2 (Continued)
Author (Year) Result of Research Research Supportive
consists of things that humans change, improve, or generate for
prosperity in their lives and groups.
Horton and Hunt (1980) “Culture” in an international standard and is a part of knowledge of
anthropology. There are six important basic features of culture: 1)
Culture is shared ideas and social values that are determine
standards and behaviors. 2) Culture is gradually learned in society
like “social inheritance”. Some behaviors originated from symbols
in our daily lives such as currencies, traffic signs, religious
symbols, and language. Humans learn and pass down this
knowledge to the next generation. 3) The basics of Culture is from
the symbol of human. 4) Culture is the entirety of knowledge and
wisdom. The function is to respond to fundamental needs and
lifestyles, custom designs, and adjustments to their environment.
5) Culture is a process that humans define to other lives and other
things. 6) Culture is not constant and changes all the time due to
many reasons, such as the spreading of culture and technological
changes. Any unchangeable culture will be referred to as a culture
lag, and the humans in that culture become alienated.
Can be applied to and used with Objective 1 of
the consumer and practitioners group.
29
30
Table 2.2 (Continued)
Author (Year) Result of Research Research Supportive
Kendall (2014) In Sociology, there are two features of culture: 1) Tangible
Culture- objects that have been invented by humans such as cups,
plates, utensils, buildings, etc. This include the arts such as
drawings, sculptures, etc. 2) Intangible Culture - behaviors, thought,
opinions, beliefs, languages, norms, philosophy, and universal law.
Can be applied to and used with Objective 1 of
the consumer and practitioners group.
UNESCO (2002) Ethnic Group or ethnicity, language, and ethics can be different.
One ethnic community can speak more than one language. We
should see ethnic identity in terms of historical consciousness
which is determined by bloodline or biological factors. Each ethnic
group chooses its own history and situations to interpret the
significance of their lives and society. They identify ethical identity
through historical consciousness. Ethnicity is not instant and can be
changeable.
Can be applied to and used with Objective 1 of
the consumer and practitioners group.
30
31
Table 2.3 Summary of the Literature Review on the Recognition of Cross-Cultural Learning
Author (Year) Result of Research Research Supportive
Craik and Lockhart (1972) Learning is a process that has several levels. We are able to learn
and remember things that are meaningful to us because learning is a
process rather than an urge to learn. The deep learning process will
enable the understanding of the details and recall memories, but it
does not mean that learning always requires deep learning because
some learning simply needs knowledge, memory, understanding,
and implementation.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Learning
Process.
Rupawichet, Pensri (2011) The concept of cross-cultural learning will help the understanding
of the expression of each nation to create a relationship or
interaction between them to run smoothly. This is because the
problems that deal with mutual misunderstanding are most often
based on the interpretation of ideas, beliefs, and social norms so
that they can coexist. There is currently a tendency to incline to one
side or cultural bias. In some areas, there has been fierce resistance
on the cultural differences which leads to overall damage and
conflicts.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
31
32
Table 2.3 (Continued)
Author (Year) Result of Research Research Supportive
Byram (1997) The importance of learning a foreign culture to do business is
explained by Byram: "Learning a foreign culture is essential to
create value, to communicate and negotiate business. Therefore, as
much priority should be given to a foreign culture as their own
culture to help understanding. It also helps us to understand
ourselves and others better".
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning
Tisana, Kaemanee (2001) The learning process is a hierarchical process by using different
methods with both positive and negative growth changes. The
outcome is knowledge of the issue. The results of the study on the
differences between foreign tourists was the different behaviors that
were linked to cultural perceptions, attitudes, and values of the
tourists who were from different environments.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
Samovar and Porter
(2004)
Cultures that are the most different were eastern and western
cultures. However, there are diversities within the eastern and
western cultures. Asian countries have very similar cultures as they
give importance to the family, cooperate, sit, do not have clear
expressions, beat around the bush, and respect traditions. Eastern
European countries have diverse population history, culture, and
languages.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
32
33
Table 2.3 (Continued)
Author (Year) Result of Research Research Supportive
Gudykunst and Kim
(2003)
Each culture has to recognize, interpret and express itself. However,
they will need to understand the four influences: 1) Culture
influence is to look at the values and worldview; 2) Social cultural
influence is narrowing the cultural level to understand what group
or society the person belongs to such as gender, ethnicity, age,
occupation, etc. There are different sub-cultures in each social
group; 3) Psycho culture influences us to understand the processes
occurring in the mind of the person, whether they are thought
patterns, attitudes, and perceptions. This includes the categorization
within each party, idea, and culture; and 4) Environmental influence
is to study the effect of the environment on behavior, whether it
involves climate, terrain, housing, etc.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning
The interpretation will be made possible by the people of different
social cultures and education trying to understand each other's
culture. This is because culture is in communication, and
communication is a thought culture. This can be further divided into
the four key dimensions.
33
34
Table 2.3 (Continued)
Author (Year) Result of Research Research Supportive
Hofstede and McCrae
(2004)
First dimension focuses on individualism and adherence to the
ideology of the right to privacy. It is important to have ideas,
values, and decisions. This society does not give importance to
dividing people into an in-group or outgroup. It is a culture that
emphasizes the values to be associated with seniority. Most are
hierarchical and focus on seniority. Second dimension is power
distance. Third dimension emphasizes masculinity and femininity.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
Ratjaree, Nopkate (1997) Perception Theory: perception is processing and interpreting the
data that is around us based on feelings. Such feelings come from
the stimulation of the sense organs of which there are five types:
eyes, tongue, nose, ears, and skin. Feelings comes easy and are
straight forward. They do not fall under the influence of the
learning experience, motivation, emotion, etc.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
Nongluck Waiphrom
(2010)
For the perception process to occur, it requires the following
elements: 1) Stimulus that contribute to perception such as the
situation and the environment around us including the people,
animals, and things; 2) Sense organs cause feelings such as the eyes
to see, the ears to hear, the nose to smell, the tongue to taste, and
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
34
35
Table 2.3 (Continued)
Author (Year) Result of Research Research Supportive
the skin to feel hot and cold; 3) prior knowledge or experiences
relevant to the stimuli being experienced can affect perception; and
4) Interpretation of things from past experiences will be in the
memory. When an individual receives stimuli, the brain also serves
to review the existing knowledge and identify these stimuli.
Sensation is caused by the five senses: sight, taste, smell, sound,
and touch: 1) The stimuli: different lighting, sounds, smell, and
taste; 2) Receptors: ears, eyes, nose, tongue, and skin. If these
receptors are not complete, awareness will be lost; and 3) Nerves
are the intermediaries to perform synaptic transmission from the
sensing organs to the brain for interpretation as follows: 1) Past
experiences will yield better perception; 2) Values, attitudes; 3)
Attention and intention; and 4) State of mind, emotions such as joy,
sorrow, expectations, and intellectual abilities would enable faster
perception.
Rattana Panyadee (1998)
Daraporn Chairat (2002)
Hierarchical behavior development is as follows: First step- The
perceived provocation is to allow people to experience the
environment. Second step: People would willingly respond. If there
Can be applied to and used with Objective 2 of
the consumer group in terms of their Learning
Process.
35
36
Table 2.3 (Continued)
Author (Year) Result of Research Research Supportive
is reluctance, there will be resistance. Third step: Creating the value
is the decision to respond to stimuli in any way. Fourth step:
Systemizing the value of the organization and the overall image.
Fifth step: Creating a character and manner of expression that is
unique, consisting of a value system that has resulted in any
expression. This will cause a person to have more unique features.
Patchanee Cheyjanya,
Metta Krittawit, and
Thiranan
Anawachsiriwong (1991)
This process happens unconsciously or deliberately and is often
based on experience and social collection. Each individual is
interested in and aware of things around them differently.
Therefore, when the same message is received by two people, the
interest, and awareness would be different. Past experiences also
cause perceptions to differ.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
Prapaphen Suwan, And
Sawing Suwan (1991)
Perception process comprises of three steps. First step: Sensing,
means a sensing organ receives the stimulus, or something is
coming through the receptor. Second step: Interpretation of the
exposure is the essential part to help yield correct understanding.
This requires intelligence, attention, and mental quality. Third step
uses prior knowledge or past experiences to help with the
interpretation.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Learning
Process.
36
37
Table 2.3 (Continued)
Author (Year) Result of Research Research Supportive
Mishra (2008) Perception is a process that takes place and remains over a long
period of time as follows: First step is the stimulation of stimuli.
Second step is the process of feeling the sensation through sound,
sight, and the senses. Third step is the interpretation. This is an
important step because interpretation is a process that involves the
decision of the individual.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Learning
Process.
Assael (1998) Consumer Learning Theory
Learning is a change in behavior as a result of an acquired
experience. It is composed of three consecutive levels: 1)
Knowledge is the process of learning from others; 2) Direct
experience means experience gained through immediate sense
perception: 3) Association means a connected link between our
thoughts and experiences we acquire or notice from any event
happening to other people or that have been told by others.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
Schiffman and Kanuk
(1994)
Consumer Learning means a process where individuals acquire
knowledge and experience and apply it to future related behavior.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning
37
38
Table 2.3 (Continued)
Author (Year) Result of Research Research Supportive
Schwartz and Bilsky
(1987)
Structure of human values
Human beings require basic needs. They need to know themselves
and develop themselves. Basic human needs are: 1) Physical needs-
basic life needs; 2) Safety needs- protection, security and stability;
3). Personal needs- love, relationship and belonging; 4)
Achievement needs-esteem, status, responsibility, and reputation; 5)
Conformation needs- behaving in such a way that you fit in, either
in a social or a spiritual way; 6) Enjoyment needs- the ability to
participate in the activities or pleasures of life (such as arts and
music); and 7) Maturity needs- the quality of being fully mentally
and emotionally grown up and a willingness to accept responsibility
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
Kasem Kumbutda (2007) Learning sources are divided into four types: 1) Persons such as
teachers, classmates, friends from other classrooms, friends from
different positions in schools, parents, and people in the
community; 2) Academic institutes, such as places in schools and
communities like libraries, temples, markets , stores, police stations,
historic sites, and zoos; and 4) Information technology and
innovation media such as books, magazines, journals, newspapers,
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
38
39
Table 2.3 (Continued)
Author (Year) Result of Research Research Supportive
leaflets, billboards, radio programs, television programs, public
address systems, computer games and other computer programs.
Ramirez (1954 as cited in
Kasem Kumbutda (2007)
Learning sources in communities are separated into four types: 1)
Natural sources such as sunlight, air, soil, and water; 2) Persons
mean high-ranking persons in the community; 3) Technology
related sources such as the development and progress in science,
inventions like engines; and 4) Various institutes constructed by
humans, such as schools or churches.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning
Jarolimek (1969 as cited
in Kasem Kumbutda
(2007)
Learning sources are categorized into two types: 1) Reading
materials such as books, journals, and other printed matters; and 2)
Non-reading materials such as movies, pictures, filmstrips, and
other knowledgeable sources.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning
Nichols (1971 as cited in
Kasem Kumbutda (2007)
Types of learning sources: 1) Experts, such as musicians, painters,
sales representatives, merchants, businessmen, industrialists and
farmers; 2) Fathers and mothers or parents; 3) Representatives from
social organizations, municipality, cultural centers, and other
authorities; 4) Representatives from business and industry sectors
such as trading agents, transport companies, mining companies and
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning
39
40
Table 2.3 (Continued)
Author (Year) Result of Research Research Supportive
other partnerships; 5) Government delegates such as policemen,
councilors and public health administrators; 6) Advisory
committees to people, such as education committees, advisory
boards in schools and teacher groups; 7) Natural resources such as
forests, wild animals, water, soil, minerals, and other natural
materials; and 8) Man-made inventions such as buildings, airplanes,
roads, trains, and libraries. From the learning sources living around
us, we can see that there are many different types of learning
sources which can be majorly classified as 1) the learning sources
in the form of people such as teachers, philosophers, gurus,
intellectuals, educationalists, researchers, and business operators; 2)
learning sources in the form of places, such as schools, libraries,
places of business, places of worship, agricultural plots, natural
attractions; and 3) learning sources in the form of information
technology, digital media, social media, and innovations in
technology.
40
41
The following is a brief definition of uniqueness and identify of Thai spas:
1) Research of Thai Spa Uniqueness: this is a process involving Russian
customers who are engage in collaborative learning about the individual unique
characteristics as well as Thai uniqueness which they have come to accept. Uniqueness
means “the special characteristics of Thai spa” and is represented by the implicit Thai
style. This remarkable character is represented by uniqueness, but in some aspects this
could be altered by learning and perceiving through the five senses: sight, taste, smell,
sound, and touch.
2) Research of Thai Spa Identity: “Identity” refers to “the show or the
implication of characteristic”. The characteristic of an individual can be perceived by
others. All of the outcomes are reflected in each Identity. Identity is found in every
part of our specific character which others can remember. Identity is also something
which can be changed. This research aims to examine the Thai spa entrepreneurs’ point
of view and identify the necessary identities for every context by using the five senses:
sight, taste, smell, sound, and touch to help in the recognition of Thai spas.
2.2 Knowledge of Thai Spas
2.2.1 The Definition of Spa and Thai Spas
According to the Bureau of Sanatorium and Healing Arts, Health Service
Support Department, Ministry of Health, a “spa” refers to a health care facility or a
medical facility that provides the general public with health massage science, health
treatment, and use of healthy water, which are the core services to balance the body and
the mind. This is done by providing technical advice on the services provided based on
academic principles. This may include providing advice to promote health through
exercise, nutrition, behavior modification principles, and universal primary
health medical services or alternative medicine. The standards must be in line with
what has been prescribed by the Ministry of Public Health (Health Service Support,
2013). In addition, the definition of spa refers to a type of holistic health care that uses
natural ways and products to treat the body, mind, mood, and spirit to provide
relaxation. It also involves combining water as a main element with the use of the five
perceptions of sight, taste, smell, sound, and touch (Department of Health Services,
42
2013, p. 7). In addition to the holistic healthcare, Thai spa has its own cultural
uniqueness. It is internationally acclaimed as an art, a beautiful tradition, magnificent
architecture, which uses delicately crafted equipment. Also, together with the
characteristic Thai hospitality, the Thai spa is unlike any others, especially the
importance of traditional Thai massage Valvalee Tantikan (2004). According to the
SMEs Knowledge Center (2514), the term “spa” generally refers to holistic health
therapy by natural methods that uses water as a healing element coupled with other
alternative medical therapies by using the five senses: sight, taste, smell, sound, and
touch. “Spa” is a form of holistic therapy that focuses on preventing illnesses rather
than treating them. Wildwood (1997) said that swinging emotions are likely to cause
illnesses.
Despite the evolution of Thai spas, its main feature is its focus on natural
therapies. Evidence of massage appeared in the stone inscriptions of King
Ramkhamhaeng, which was found in Sukhothai during the reign of King Narai. Various
recipes were collected for the first time, called " Tumrapra- osodpranarai”. Thai
traditional medicine was popular in the past, especially massage therapies during the
Ratanakosin Era. King Buddha Yodfa Chulaloke restored Photharam Temple or "Wat
Pho" where he sculpted 80 Rishi postures and inverted inscriptions of Thai massage
know-how onto 60 of the marble slabs. These represented massage techniques and
adorned the walls and pillars inside Wat Pho Temple.
The evolution of the Thai massage has continued until today. Thai traditional
massage has expanded broadly to foreigners who are interested in Thai traditional
massage, whether it be Royal Thai massage or traditional massage. Thai massage is
very popular among foreigners who regard it as a highlight of Thailand’s unique
culture. Thus, Thai massage can be combined with the spa business while maintaining
the uniqueness of Thailand as a service model through these Thai Spas (Department of
Export Promotion, 2003, pp. 4-5). Therefore, the renowned reputation and popularity
of international spas and Thai spas has been described based on the review of the
literature. Due to the gentle care of this type of Thai massage, this industry continues
to evolve internationally.
According to the findings in this dissertation, for Thai spas operating in Moscow
City, massages are one of the most important elements for Thai spas which are
composed of Thai traditional massage and Royal Thai massage.
43
2.2.2 Herbs used in Thai Spas
According to the Royal Institute (1982) herbs refers to plants that are used to
make herbal medicine and has its origins from nature. Such herbs are often described
in connection with health, which refers to health promotion and disease treatment. The
Medicinal Drugs Act 1967 specified that herbal medicines whether from flowers,
animals, or minerals must not be mixed or combined with other substances. Spas are
businesses with complex supply chains as they are associated with several related
businesses and supports entrepreneurship in the spa and within the Thai herbal industry.
This industry plays an important role in the production of raw materials and products
used for services within the spa industry, through production personnel and those found
at service establishments, including at spas and in industrial cleaning industries. In the
herbal industry, Thailand has a market capitalization of around 48,000 million Thai
baht and a growth rate of 15-20 percent. The market consists of the herbal raw materials
industry (Crude Herb), herbal extracts, dietary supplements, cosmetics, herbal spa
businesses, and Thai herbal ingredients that are used actively in spas. The adoption and
application of these products in accordance with the principles of Thai traditional
medicine and eastern medicine create an experience for the customers from different
countries who frequent these spas. Users can experience the product, service, and Thai
atmosphere which reflect the unique products of Thailand (Department of Health
Service, 2013).
In addition, the Department of Health Service Support, Ministry of Public
Health has defined the meaning of a spa and the current pattern of the spa was modified
to suit the environment and time. Doing so allows those who come to the spa to
appreciate the five senses of, sight, taste, smell, sound, and touch. Every step will use
either one or more of the herbal products that are popular right now. Herbs are valuable
and useful to the body and skin, and the benefits of these herbs are used in massage. In
addition, the role and importance of the herbs are their fragrances or aromatherapy
which helps both the body and the mind to relax. There are many benefits of herbs that
have been used since ancient times. It is now popular to eat or drink them to maintain
good health. All of the herbs are used at spas are commonly used at health spas as
beauty treatments and can be classified by the many benefits of the herbs (Department
of Health Service, 2013) . In addition, herbs are a charming and invaluable art. The
44
fragrance from flowers, medicinal plants, and natural substances create a pleasant
scented atmosphere in the house. Fragrance in Thailand, was originally made from a
woman's Royal garden because they grew many flowers with scents such as Jasmine,
White Champaka, Ylang- Ylang, etc. When the flowers dried, its scent was gone and
could no longer be used. Perfumes are divided into different categories with fragrance
applications in Thai spas such as Ngmdakamgsd, a Thai perfume. Ngmdakamgsd can
be mixed with bath water, or it can be mixed with chalk and applied to the body as
herbal powder after a bath. Ngmdakamgsd perfume water is provided by using tissues
to wipe the body to refresh and relieve a person’s fatigue. Thai herbs are valuable and
can be made into various products used in the spa (Department of Health Service, 2013,
p. 187).
2.2.3 Thai Spa Business Management Concept
Thai spas are part of the service business which the Department of Export and
the Ministry of Commerce have been promoting since 1997 until now. It is a type of
service business that is very popular with foreign tourists who visit Thailand and
overseas investors have established Thai spas in many foreign countries. Data from
Institute for Small and Medium Enterprises Development (2012) revealed that looking
back a decade, spas in Thailand were the only entities that are found inside luxury hotels
to accommodate tourists. It seemed that the role of the spas in the commercial scope
was quite limited, so it was not widely known. Currently, people worry about health
care and take this seriously, so much so that demands for the spa for relaxation have
been increasing, whether in the city or in major business districts. Thanks to
advertisements, many different types of business services have been introduced to more
potential customers, who in turn have also gained more exposure to and information
about spa services. This includes hotels, hospitals and leading health spas have used
various strategies and scrambled to enter new markets to find new customers and
maintain their existing market shares. Therefore, it has been recognized that spas will
be one of the health services that has the potential to grow further, and the expansion
of Thai spas will likely be in the form of joint ventures with foreigners. Spas that are
located in hotels or resorts scattered within the main tourist attractions throughout
Thailand and can attract foreign tourists to come to the spas in the country (Institute for
45
Small and Medium Enterprises Development, 2012, p. 3) In addition, the Department
of Health Service Support Structure’s design principles states that the design of a spa
also takes into account the environmental factors that create a sensation and appeal to
the five senses:
1) Sight involves the landscape and landscape architecture. The
atmosphere surrounding the outside of the spa includes the use of decoration or a flower
garden dotted with beauty and color and combines with water to help achieve
relaxation.
2) Taste is within the interior of the spa. Taste involves the layout of
elements such as the property itself, the use of selected accessories and concepts that
complement the atmosphere created by the fabrics such as perhaps woven furniture with
a pattern or a design to convey a story. Taste also includes serving healthy drinks such
as water flavored with herbs which are good for the health such as lemongrass water,
ginger ale, Roselle juice, etc.
3) Smell is the scent of natural aromas. Keeping the oil burning in a
furnace can provide a relaxing environment.
4) Sound is the voice of nature including sounds of birds, wind,
waterfall, and waves or sounds of musical instrumental mimicking nature inside the
building that can be heard from the exterior of the building.
5) Touch is an enormous power and can influence and make people calm
down. Thailand has a great deal of talent, and foreigners can recognize that power of
the Thai touch and how the spa therapists is gentle, humble, caring, and meticulous
paying attention to every minute detail.
2.2.4 Thai Spa Quality Standard
Thailand is regarded as the first country to have set clear standards for service.
The definition given by the announcement of Public Health, Health and Beauty Services
Act B.E. 2509 (Amendment No. 4, 2004) are as follows: Health spa business refers to
businesses that provide health care services and enhance health. The main services
provided include healthy massage using water. The services may also include sauna,
healthy nutrition and diet therapy, yoga, meditation, the use of herbal medicine or health
products as well as other alternative medicines (Department of Health Service, 2013).
46
The Ministry of Health committee prepared actions on standardization of Thai spas to
ensure customers’ confidence in the quality of Thai spas, with particular attention paid
to health and safety standards. The standards have been established to oversee the
security and protection of consumers. Benchmarks help spa operators to have the ability
to be competitive or retain the ability to be competitive in services as well as offering
the ability to make maximum profit (Kanokporn Boonmapichaikorn, 2009). The details
of the standards are as follows:
1) Thai spa locations: Spas must be located in a convenient place which
is not harmful to people’s health. If it is located in the same building with other
businesses, the service areas, both inside and outside, must be properly divided and
must be kept clean and tidy. The spa must provide personalized service arrangements
and must not be out of sight. The wet area which uses ground water has to be made
with materials that are easy to clean and not be slippery. There must also be adequate
ventilation. There needs to be restrooms with sinks, toilets, and adequate waste disposal
facilities. There must be separate changing rooms and lockers for males and females.
The decorations need to be traditional and cultural. Inspectors and the evaluation
committee can closely control the standards from one establishment to another. There
needs to be employee and user registrations as well as clear guidelines for those who
work at the establishments.
2) Service provider standards: The spa providers must be trained
according to the curriculum of the Academy Board Certification, or persons who have
at least one year of experience in health spa businesses and have passed an evaluation
by the evaluation committee.
3) Service standards: Service operators must provide service which
consists of massages. There needs to be signs which indicate that the business is “open”
and “closed” along with service provider records. In addition, there must be signs
prohibiting the consumption of alcoholic beverages or alcohol as well as smoking.
Advertisements must not be misleading or deceptive. There should be a list of services
and service fees available which can be inspected. Service providers should maintain
clean and tidy facilities. Staff should wear uniforms and be polite; they should have a
name label affixed on their uniforms.
47
Safety standards in the workplace: Spas must have fully stocked first aid kits
available at all times. There are warning signs for users to be careful in risky areas.
Employees have to understand how to use all devices and receive regular training,
monitoring and supervision. There is a stopwatch that is easy to read and clear in the
sauna room. The whirlpool has automated emergency systems that can be easily and
conveniently accessed. There is an “at risk” screening service in some departments for
clients such as pregnant women, patients with high blood pressure, etc. The spa must
control their water quality along with the cleanliness of their linens, towels, and
equipment. After linens and towels have been used, they must be sanitized before they
are used next time or have undergone heat treatment processes. Service providers need
to wear protective equipment while providing the service, i.e. face masks so as not to
breath on the customers. There needs to be proper infection prevention and fire
protection systems (Department of Export Promotion, 2013).
The study of the literature examined Thai spas by looking at the meaning of the
different elements and the patterns involved in services provided at Thai spas. In
addition, the review looked at whether Thai traditional massages incorporated the use
of Thai herbs or whether different combinations were available in the spa. These are all
elements which are required to help government agencies promote Thai spas. Learning
through all five senses provide a valuable and unique identity which the researcher will
be detailing further in this research. The study of Thai spas from the literature provided
is important in order to select and incorporate correct elements of Thai spa as presented
in this research.
2.2.5 Strategy for Promoting Thai Spa Development
With the opening of the services market and a healthy development strategy,
linkages with the regional economy can be established by focusing on building
readiness for the ASEAN community. This is possible by raising the level of health
care providers and services, personnel health, and the standards of service to enable
Thailand to become a center for regional health services or a “Medical Hub” (The
Eleventh National Economic and Social Development Plan No. 11, 2012-2016). In
addition, a knowledge-based economy will be created taking into consideration
environmental factors while also focusing on establishing a service innovation center
48
to further people’s knowledge. Doing so will push new entrepreneurs and tourism
revenue to contribute back to the community. There were also plans for the
development of strategic health services businesses (Institute for Small and Medium
Enterprises Development, 2012). The Minister of Public Health, Mr. Pradit
Sintavanarong, declared the Medical Hub to be a key policy of the Ministry of Health
for the fiscal year 2013. The strategy of work no.9 “support[s] strengthening the nation's
health revenue policy”. The inclusion of a health center would not negatively impact
the government’s service sector. The Ministry of Health has been designated as the lead
agency for the management-driven Medical Hub policy of the country since 2004 up to
today. Moreover, in the Master Plan of the Ministry of Commerce (2012-2021), spas
and health care are branches of the creative economy with the goal of raising the value
of goods and services and pushing such goods and services to a higher standard. The
country is constantly striving to produce and trade such knowledge throughout the value
chain. The goal to raise the standards of living of the people in the country as a strategy
to support health care and spa businesses. The most important strategy, according to
the Act to promote health service businesses, 2016-2017, which derived from a SWOT
analysis, found that the Government’s support for the Department of Health has a direct
mission to promote businesses and create health services standards. In other words,
there was a push to develop potential entrepreneurs to operate properly according Thai
spa standards. And there are also continued efforts for the passing of the law dealing
with the establishment of health spas. This law is currently in the process of being
considered by the Council of State. If this law is applied to all services, every health
facility that uses the word "Thai massage or spa" must only be certified by the
Department of Health Service (2013). This includes spa operators and places that offer
massages must be licensed by the Department of Health Service Support in accordance
with the law. The Department of Health also supports the idea of establishing a Thai
Spa Association abroad. To coordinate between Thai spas abroad and the Department
of Health to build trust and find ways to operate Thai spa businesses by preventing the
sale of sexual services or the use of the term “Thai Spa” by foreigners as a selling point.
The Economic Development and National Development Plan No. 11 and the
SMEs Promotion Plan No. 3, 2012- 2016, describes the Medical Hub policy of the
Ministry of Health. From July to September 2017, a meeting was held to discuss
49
strategic plans for the promotion of health and support services along with the
promotion of Small and Medium Enterprises Development Institute among the
Department of Health, stakeholders and experts. In 2015, Mr. Kord Rojanastien, Thai
Spa Association, said that the spa business is likely to grow by 15% to a value of 3.11
billion Thai baht. This is because demands for spa services, by both domestic customers
and foreign tourists coming into the country have increased. The expected demand of
exports spa products of this year will be 2,240 million Thai baht, up 12% year-on-year.
Spa businesses also continued to grow more than last year. The spa business has become
an important part in the lives of consumers around the world who want to use such
service. The number of tourists who come into the country continues to increase, so the
rate of growth of the spa industry has grown more than last year by about 2. 6 billion
Thai baht, representing a growth of 7% . Presently, there are about 1,600 service
providers who have met the prescribed standards. The total number of enterprises in the
country number in the tens of thousands. If the law is seriously enforced, it is believed
that Thai spas can develop into a world-class spa at the center of the world. Thai Spa
Association has cooperated with the Department of International Trade, Ministry of
Commerce and Impact Exhibition Management Co. , Ltd. And organized the World
Spa & Well-being Convention 2015 (WSWC, 2015) which was held on September 24-
26, 2015 at the Exhibition and Convention Center, Muang Thong Thani, Thailand. This
convention brought together service providers from 350 local companies and 70 foreign
companies and offered a platform for business negotiations and business partnerships
as well as to present about trends in spa businesses (Kasikorn Research Center, 2016).
The study found that Thai spas and health service providers in Thailand enjoy
advantages that lead to seven successful items as well challenges as follows:
50
Table 2.4 Key Successes of Operating a Thai Spa Business
Factors that Lead to a Successful Thai Spa Business
Opportunities Threats
1) Thai spas are famous, credible,
and popular.
1) Lack of information for decision-makers
and businesses in foreign markets. A lack
of understanding of the rules in each
country.
2) Thai spas offer a variety of services
and business models. Almost all
kinds of Thai spas include Thai
traditional massage. These
businesses benefit from the
established reputation of Thai
massage.
2) Protection of Thai wisdom and
innovation in the creation of a new
service paradigm that integrates this
wisdom with the health care model.
3) Service personnel are modest,
polite, and smiley, traits which are
conducive to business operations.
3) Laws, measures, and standards are not
conducive to business operations.
4) Thai identity and local culture
provide the uniqueness of Thai
spas.
4) SMEs that offer spa and health services
lack readiness in various aspects,
especially foreign language skills to
communicate in a way that indicates
professionalism.
5) Thai Spa service fees are low,
especially in the view of visiting
foreigners, in comparison to the
same service in their own country.
5) Appropriate financial support and
investment sources for SME
entrepreneurs to raise their businesses
and improve service standards
6) There are many beautiful and
famous tourist attractions in
Thailand, which is a joint selling
point of tourism (such as hotels and
accommodations).
6) Spa and health service sectors lack
collaboration to build on teamwork and
develop new tangible markets with
related businesses, resulting in a lack of
holistic strategic planning on ways to
expand into the ASEAN market.
51
Table 2.4 (Continued)
Factors that Lead to a Successful Thai Spa Business
Opportunities Threats
7) The public sector promotes and
supports the spa business directly
(business service promotion) and
indirectly (tourism promotion with
spa as a selling point).
7) In the aspect of integrated strategic
planning, the functions of many
government agencies are still
overlapping, causing a lack of
cooperation and coordination between
each other due to the direction of
different ministries being attached to
different political ideas.
8) Competition in the global travel market
is likely to be higher, causing the ASEAN
countries to reinvest in tourism
development. Foreign capital groups have
a clear budget for advertising, public
relations and communication resulting in
Thai spa and healthcare operators being
unable to adapt to such fierce
competition.
Source: Institute for Small and Medium Enterprises Development (2013, pp. 4-7).
Strategy on the spa businesses’ readiness to deal with changes in the economy
and tourism along with the number of customers that is soon to increase (Identity).
Thus, it is important to identify the spa business’s identity, then an outstanding
presentation should be prepared, one which always reiterates the spa’s selling point.
The advantage of the Thai spa business is the Thai identity that most foreigners like,
coupled with the fact that Thailand is known as a fertile and famous location for herbs.
Besides the knowledge of traditional Thai medicine, the country also possesses the
science of Thai herbs that can be applied by spa business owners. Spa operations can
also use massage therapy and herbal treatments by analyzing the personal elements of
52
each customer by examining their date of birth and current elemental attributes based
on individuality, character, and physical health status. The mind is the hallmark of a
Thai spa, one which focuses on physical and mental treatments (Chariya Isarangkun Na
Ayudhya, 2013). Spa operators should look for ideas to constructively apply local
identities to spa services and to create their own unique selling point. Repeating the
identity is not just a creative design or slogan of a spa shop or service. The repetition
of such an identity can also be communicated through the overall elements of the spa,
such as integrating Thai culture into the cultural integration which can be conveyed
through the staff uniform, building design, interior decoration, and the equipment used
because these can create an impression and commitment to the customer.
From the analysis of internal and external factors using SWOT analysis based
on available data to understand the overall picture and environmental factors, the four
areas examined for spa and health services SMEs are strengths, weaknesses,
opportunities, and obstacles (SWOT) which can be concluded as follows:
Table 2.5 Thai Spa Strengths and Weaknesses
Thai Spa Strengths and Weaknesses
Strengths Weaknesses
1) The service offered by Thai spa
staff is gentle and friendly, carried
out with a service mind. Thai
massage and health service along
with many other services including
Thai herbs is a tradition that has
long been passed down from
generation to generation. Therefore,
Thai spa and health care businesses
have been blended with Thai
culture, especially the hospitality of
the Thai service providers as gentle
and friendly which is unique and
1) Shortage of labor: This problem is the
main issue facing all service businesses
in Thailand at the present time. The
population of working age is
decreasing, and most people chose to
continue their studies, lowering the
number of those who are interested in
working in the spa business. This is
causing professional therapists to work
on a similar basis as freelancers who
are not tied to one manager but will
work with many managers. This also
causes the managers of Thai spas
53
Table 2.5 (Continued)
Thai Spa Strengths and Weaknesses
Strengths Weaknesses
makes a good impression on
foreigners who come to use the
service on a regular basis.
to face much competition when hiring
skilled therapists. This problem also
means a shortage of labor with the
ability to communicate in other
languages such as English, etc. and
limits communication with customers.
2) The Diversity of Thai Spa: Thai spa
business has expanded rapidly with
many different choices of spa to
meet the needs and requirements of
each particular customer. This
includes Medical Spa which focuses
on treating illnesses, Day Spa which
opens for a short period, and Hotel
& Spa that increases the
convenience to guests by providing
built-in spa facilities within the
hotels’ premises.
2) Negative image from latent services:
Some foreign travelers know and
understand that some Thai spa
businesses also provide sexual services.
There are businesses that use the word
“Spa” to cover the real intent of
providing sexual services. Such
practices damage the image of the
overall spa businesses in Thailand who
do not offer these services.
3) Spa Technologies: With the
combination of many fields of
study, including knowledge of
Buddhism which supports good
health, including meditation and
many new technologies including
products used in the processes of
Spa services businesses, both
medical quality and service quality
have greatly improved.
3) Lack of managing ability: Because
most Thai spa business managers are
inexperienced managers, they lack the
knowledge and ability to operate a
business, especially an integrated
business including the management of
the supply chain from the start to the
management of finance, marketing, and
especially labor.
54
Table 2.5 (Continued)
Thai Spa Strengths and Weaknesses
Strengths Weaknesses
4) There are many resources that can
be used in Thailand which is an
agricultural nation with a high
volume of medicinal plants
available in every region. These
plants can be used as spa products
that are both of guaranteed quality
and quantities.
4) Limitations in the use of e-Marketing
and advertisements: Spa businesses do
not fully use e-Marketing
communicating devices. Most still use
the Point of Purchase as a marketing
plan or advertise through printed media
and do not use enough e-Marketing.
The business might use websites as an
advertisement page, but they are not
fully invested even though it is a very
valuable marketing tool of high quality
and suitable for spa businesses who
target foreign customers. This is
because of a lack of computer
technology knowledge and limitations
of funds.
5) Private spa managers are strong:
Especially the pioneers of spa
businesses in Thailand that have in-
depth knowledge of spas and over
ten years of experience. They are
internationally accepted and have
the abilities to push themselves to
an international level.
5) Thai medicinal plants still have poor
quality and are difficult to cure
illnesses. This leads to a limitation in
the growth of this business. Even
though Thailand has in-depth
knowledge of medicinal plants which
have been passed through generations.
This is because the research and
development of herbal products in
Thailand has not yet reached required
international standards.
55
Table 2.5 (Continued)
Thai Spa Strengths and Weaknesses
Strengths Weaknesses
6) Medical Treatment fee rates in
Thailand are lower, especially for
medical services. Thailand is
attracting customers from local
neighboring countries and the
Western world due to its
competitive rates for people
wishing to use medical services and
the country’s famous spas.
6) The managers have poor accessibility
to funds: They have not been able to
efficiently access funds, such as
borrowing from the government bank
and/or commercial banks. They have
also faced difficulties accessing support
from other institutes. This has lead to
challenges when the managers wish to
develop their businesses as they have
planned. Other than this, it has also
caused some managers to increase their
costs as they have to borrow funds from
alternative sources and pay high interest
rates.
7) High labor hiring cost: Since the
government has set the minimum labor
wage to 300 Thai baht/day, managers
have to bear the burden of the extended
cost, causing most managers, especially
small business managers, to face the
problem of high labor costs.
Source: Institute for Small and Medium Enterprises Development (2013), pp. 45-48.
From the literature review and the general knowledge about Thai spas and the
definition of Thai spas in this research, these concepts will be applied to Thai spas in
Moscow City, Russia. Thai spas will emphasize Thai traditional massage under a Thai
spa identity. The system and plans are supported to help spread Thai spas to other
56
countries. In Thai spas, there are five identities and significance in the learning process
of uniqueness which are culturally different. The identity was issued and propagated by
government organizations along with the literature review about the strengths of Thai
spas which serve as supporting points to conduct further research to study the Thai spa
identity.
2.3 Concept and Theory of Culture
The Shorter Oxford Dictionary explained the history of the word “Culture”. The
root of this word came from French or directly from the Latin “cultura” in 1805. It
refers to the ideas, customs, and social behavior of a particular people or society. In
1876, this referred to “The devoting of attention to the development or to progress in”.
For Thais, the word of culture came into being during the government of Chomphon
Por. Phibunsongkhram who was the Prime Minister at that time. Then Phra-maha-Rhun
of Wat Mahathat had coined the word “Poom tam” which means “moral standards”,
but Major General H.R.H. Prince Wan Waithyakon. Kromamun Naradhip
Bongsprabandh disagreed with “Poom tam” as its meaning was constant. Instead, the
Prince wanted to conserve the meaning of movement and introduced changes to
improve and continuously develop the country at all times. Therefore, the translation
of the word “culture” was “Wat-tha-na-tam”. The root noun came directly from Sanskrit
which means “moral is caused by growth”, or “morality is development”. Another
meaning of culture is defined in many different ways (Fine Arts Department, 1992, as
cited in Pattra Padungsoontharak, n.p., n.d.) by Saroj Buasri (2014, as cited in Pattra
Padungsoontharak, n.p., n.d.). Culture means goodness, pleasant, and development of
human life as per (Kovit Prawalpruek, 1982). Culture means lifestyle, practice, and
matters which were passed down from one generation to the next generation to build
identity. More meanings of culture came from Phraya Anuman Rajadhon (1989) who
said that matters concerning humans have been changing, improving, or created for the
development of life and productivity of human behavior from ancient traditions,
including their thoughts and actions which were then presented in the format of
language, art, beliefs, traditions, etc. Besides that, another meaning of the word
“culture” emerged in the late 19th Century from Western anthropology.
57
According to the ASEAN Socio-Cultural Community-ASCC (2015), “Culture” is
an international standard and is a part of knowledge in anthropology which has been
developing as many different meanings as possible. The comparison of this study
amongst different cultures over the world has revealed the fundamental synopsis of six
characteristics of culture as follows:
1) Culture is shared ideas and the standard of behavior that has been set
by social values.
2) Culture is the gradual learning by humans in society as a social
heritage.
3) Culture has a fundamental background of symbol use. The origin of
human behavior has started from using symbols in daily life, for which there are plenty
of examples. For instance, money, traffic signs, religious marks, and language that
humans have learned and passed on to the next generation.
4) Culture is reflected knowledge and intellect to fulfill the basic human
needs. It involves sets of rules and life style patterns, including the need to adjust
oneself to the environment.
5) Culture is the process of giving meaning and definition to life and
things made by humans.
6) Culture is motionless. It can vary and change at all times. There are
many reasons for this, such as culture diversity and change of technology. If culture
could not adjust itself rapidly and appropriately, it can lead to a culture lag and people
would be alienated by that society.
Based on the definition of the word “culture” from what was mention earlier,
the researcher can conclude that “culture” is a thing that humans have changed,
improved, or created and inherited from other generations. Humans learned culture
from earlier generations until “tradition” came along. Culture affected their feelings,
opinions, manners, or behaviors as expressed through language, arts, beliefs, and
norms. Culture is one of the representations of social identity.
Moreover, Horton and Hunt (1980, pp. 60-61) divided the types of culture in
sociology into two types:
58
1) Tangible Culture are the invented objects by humans, including cups,
plates, utensils, buildings, etc. Other examples include objects of art such as drawings,
sculptures, etc.
2) Intangible Culture include behaviors, thoughts, opinions, beliefs,
languages, norms, philosophy, and universal law.
Culture will represent identity and ethnicity. Ethic Groups or ethnicity refers to
people who speak the same language. It is the same social unit and same system of
relatives. These people have the same historical experiences together. Edmund Leach,
an anthropologist, stated that language and ethnicity can differ. One ethnic group can
speak various languages. Hence, two people from different ethnicities but who speak
the same language does not necessarily mean that their ethnicities are the same. Tapp
(2002) presented that we should see Ethic Identity in forms of Historical Consciousness
which is not determined by bloodline or biological factors. Each ethnic group chooses
its own history and gives example of situations to interpret their social significance.
They identify their own ethical identity through their historical consciousness created
by themselves. Ethnicity is not an instant thing. It might be changed during some
periods, taking into account the best benefits of the society. This can happen when the
individuals have to adjust themselves to the time. Tapp (2002) has modern questions
about inherited culture and questions about identity. The study about culture and social
theories deeply focuses on identity. In many decades, new forms of identification and
the collection of small indexes helps us to identify cultural identity: place, races,
histories, sexual expressions, religious beliefs, and ethnic groups.
59
Table 2.6 Conclusion of the Literature Review about “Culture”
Author (Year) Result of Research Research Supportive
The Shorter Oxford
Dictionary Office of the
Royal Society (1995)
Definition of “Watthanatham” in English is “Culture”.
“Culture” is from the Sanskrit language. It means cause of
prosperity, or Dhama is prosperity. Many knowledgeable persons
defined this word as follows: 1) Culture means merit and prosperity
in human life which appeared in concrete things and was inherited
by the new generation. 2) Culture means lifestyle, practices, and
objects from collection and is passed down to the next generation to
express their identity or ethical marks. 3) Culture consists of the
things that humans change, improve or generate for prosperity in
their lives and groups.
Can be applied to and used with Objective 1 of
the consumer and practitioners group
Horton and Hunt (2005) “Culture,” according to international standards, is a part of the
knowledge of anthropology. It can be concluded that there are six
important basic features of culture: 1) shared ideas and social
values that are determined standards and behaviors; 2) is gradually
learned in society like “social inheritance”. They are based on
behaviors which originated from symbols in our daily lives such as
currencies, traffic signs, religious symbols, and language. Humans
learn and pass down this knowledge to the next generation; 3) is the
Can be applied to and used with Objective 1 of
the consumer and practitioners group.
59
60
Table 2.6 (Continued)
Author (Year) Result of Research Research Supportive
basics of the symbols of humans; 4) is the entirety of knowledge
and wisdom. The function is to respond to fundamental needs and
lifestyles, custom designs, and adjustments to their environment; 5.
a process that humans defined to others’ lives and other things; and
6. is not constant and changes all the time due to many reasons,
such as the spreading of culture and technological changes. Any
unchangeable culture will be referred to as a culture lag, and the
humans in that culture become alienated.
Kendall (2014) In Sociology, there are two features of culture:
1) Tangible Culture- objects that have been invented by humans
such as cups, plates, utensils, buildings, etc. This include the arts
such as drawings, sculptures, etc. 2) Intangible Culture - behaviors,
thought, opinions, beliefs, languages, norms, philosophy, and
universal law.
Can be applied to and used with Objective 1 of
the consumer and practitioners group
60
61
Table 2.6 (Continued)
Author (Year) Result of Research Research Supportive
UNESCO (2002) Ethnic Group or Ethnicity, language, and ethics can be different.
One ethnic community can speak more than one language. We
should see ethnic identity in terms of historical consciousness
which is determined by bloodline or biological factors. Each ethnic
group chooses its own history and situations to interpret the
significance of its lives and society. Each will identify ethical
identity through historical consciousness. Ethnicity is not instant
and can be changeable.
Can be applied to and used with Objective 1 of
the consumer and practitioners group.
61
62
From the literature review about culture, culture is an important part for the
creation of identity and Thai identity. It also encompasses groups or individuals who
are part of society at different times. The way they express themselves to other
generations is also a way for them to show their identity. The symbols, wisdom, and
concepts are changing all the time. Thus, a constant learning process for cultural
learning requirements is needed. There are two distinctive factors:
1) Tangible Culture, which include the invented objects by human such
as cups, plates, utensils, buildings, etc. Other examples come from the arts, such as
drawings, sculptures, etc.
2) Intangible Culture includes such things as behaviors, thoughts,
opinions, beliefs, languages, norms, philosophy, and universal law.
The literature review about culture reveals that it is a concept used to express
identity and social identity. The literature review mentions the factors involved in the
culture learning process. Each society has identical requirements. However, their
identities during different periods vary and do not stay the same forever. This research
examines Russian customers and Thai spas in Moscow City, Russia. There are
differences in terms of cultures, places, sex, races, history, sexual expressions, and
religious beliefs. As a result, this provides opportunities for cross-cultural learning.
More on the concepts, sensation theories, and process of cross-cultural learning will be
mentioned later.
2.4 Concepts and Sensation Theories
2.4.1 “Sensation”
Was defined by Nunnally and Bernstein as a process of interpreting data around
us based on feelings, whilst feelings are from the stimuli of the five senses: vision, taste,
smell, hearing, and touch. Feeling is direct and not under the influence of learning,
experiences, motivation, emotion, etc. On the contrary, sensation is the next step to
interpreting the feelings we perceive and the objects we see or hear. Sensation will be
involved with psychology and will be determined and influenced by such factors as
learning, experiences, motivation, emotion, etc. (Nunnally & Bernstein, 1994). There
is a similarity with the definition: the perception of a meaningful sensation is like how
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a sensation is, in a sense, translated and interpreted to be a meaningful thing. It is
dependent on experiences or knowledge.
If we do not have experience or knowledge something, or forget it, there will be
no sensation. It is only touching with a stimulator (Lukkhana Sariwat, 1987). From the
definitions mentioned by academics, the definition of perception can be concluded in
the following way: a sensation is a feeling, knowledge, and understanding of an
expression that covers many topics that have happened to humans throughout our lives.
It is an interpretation of these experiences. Moreover, perception is a classing process
from the easiest to the most complicated level. Sensation is interpreted through our
senses. It requires learning, thinking, and experiences (Paiboon Thewarak, 1994). It
conforms with the research on the perceptions of tourists as their former experiences
are influential to their perceptions (Saengchan Waithuk & Napawan Thanakarn, 2006).
Regardless, perception theories are psychological theories which state that we have
different perceptions. To refuse to accept that there are differences in how others
perceive things can lead to a failure. Perception determines interpretational behaviors,
attitudes, and expectations of the communicators. Perception is still a psychological
process which responds to the stimulants. It is choosing and rearranging processes and
interpreting them through our understanding and feelings (Patcherapa Khiewkhum,
2003, pp. 30-31).
2.4.2 Perception Process
The perception process is an expression of complications and our natural
instincts to react to such an expression using our perception. The process involves five
steps. The external environment refers to stimulants or situations. This is the first step
of the perception process, along with the encounter. The encounter may mention that
the person’s perception encounters an external physical stimulant. This possibility
depends on the feeling filter, or other significant, personal, or physical abilities. The
next step is choice. After the first step, a person will be interested in specific or various
external environments. This step is called choice. After that, it will be organized. When
a person chooses the stimulant from the external environment, the perception will be
reorganized. The next and final step of interpretation involves interpreting the incoming
stimulants and reorganizing them. The interpretation is the most important step of all
64
steps, and the most influential factors to interpreting something are the stimulants and
the personal features ( Jutamas Sitthikwa, 1999, p. 44) . It can be implied that the
perception process relies on interpretation, and the results of the interpretation will be
influential to the behavior of each person ( Nongluck Waiphrom, 2010) as shown in
figure 2.1.
Figure 2.1 Perception Process
Source: Nongluck Waiphrom (2010), p. 30.
The perception process can happen because of the following factors (Jutamas
Sitthikwa, 1999): 1) Stimuli create perception such as from a surrounding situation,
events, environment including human, animal, and objects; 2) Sense organs create
senses such as sight, flavor, smell, sound, and touch; 3) The experience or lexical
knowledge explain the stimuli; and 4) Touching interpretation is an experience that will
be retained in our memories. When humans receive stimuli, the brain will review the
lexical knowledge to review that object. When humans are stimulated by their
environment, there will be a sensation through the five senses: sight (eyes), taste
(tongue), smell (nose), sound (ears), and touch (skin). The perception will be complete.
Actually, there are three more internal senses to help us to receive the perception. The
elements of perception are 1) stimuli such as objects, light, sounds, smells, and tastes;
2) body organs such as eyes, tongue, nose, ears, and skin. Is it is, however, not always
complete as the senses may be incomplete; 3) touch nerves are media used to send nerve
currents from the body organs to the brain for further interpretation; 4) former
External
environment
Confrontation Selection
Organizing
Interpretation External
environme
nt
65
experiences, recognition and memories can all make perception better; 5) values and
attitude; 6) attention and intention; 7) morale states and emotions such as expectations
and feelings of gladness and sadness; and 8) intelligence makes people perceive things
faster. Moreover, perception is considered the beginning of behavioral development in
knowledge. Feelings are developed in steps ( Daraporn Chairat, 2002) as shown in
figure 2.2.
Figure 2.2 Perception Process
Source: Daraporn Chairat (2002), p. 37.
In order for the perception process to happen unconsciously or unintentionally,
it usually happens through prior experience and social accumulation. Humans cannot
pay attention to all our surroundings. Humans choose to perceive only certain things.
Each person has different interests in their surroundings and things. When receiving the
same message from two senders, humans may pay different attention to the messages.
Generally, different perceptions happen due to a certain influence or filters such as
impulsion or motives. We seem to see what we want to see and hear what we want to
hear to respond to our requirements. Along with past experiences, we grow up in
different environments. For instance, if the passenger has travelled with one airline and
had a better experience than the passenger who had never used that airline, the frame
of reference might be from his/her family and society. Hence, persons with different
families, social states, religions, will have a different perception. As well as
environments such as surroundings, temperature, places, etc., one person will receive
Reaction Value
Creation
Value
arrangement
Habit Creation Stimulant
recognition Stimulant
recognition
Habit Creation
Reaction Value
Creation
Value
arrangemen
t
66
information and interpret that information differently. Finally, mental and emotional
states such as being upset, fearful, etc. will affect how we perceive things. For example,
we often see that our problems are bigger than those of others, etc. (Patchanee
Cheyjanya, Metta Krittawit, & Thiranan Anawachsiriwong, 1991). Moreover,
academicians suggested the similarities of perception steps. They believe that
perception to a certain situation follows certain steps. The steps started from receiving
the process from the stimulus to stimulate the senses. The body organs will decode the
energy through our nerve systems. The nerves will transfer data to the brain, and the
final step is the perception of that stimulus. In this process, a person’s interest will
represent the focused conscious to the stimulus, and perception will show these features
of in the form of shapes, sounds, feelings, taste, and smell (Prapaphen Suwan & Sawing
Suwan, 1991, p. 33). It can be implied that there are three steps in the learning process:
Step 1-touch means the body organs touch the stimulus; Step 2- interpretation from
touch. It is an important part to know that touch will rely on intelligence, experiences,
inspection, intention, and mental quality; and Step 3- interpretation by mental
knowledge such as thoughts, knowledge, and actions from the past are very important
to the interpretation. The qualities of interpretation involve knowledge that is exact,
correct, clear, and plentiful. That means the interpretation will be more successful if
there is a lot more knowledge (Parin Laksitanon, 2001, p. 15). Meanwhile, Mishra
(2008, p. 237) additionally stated that perception is a process that happens and existed
for a long time through the following steps: Step 1-stimulus is the initial step to
learning; Step 2-a feeling is the process and occurs from feeling of recognition through
our abilities to hear and see; and Step 3-interpretation is the important step because it
involves making decisions as shown in figure 2.3.
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Figure 2.3 Perception Process
Source: Mishra (2008), p. 237.
2.5 Concepts and Theories about the Cross-Cultural Learning Process
Concepts about cross-cultural learning happen systematically to create the
comprehensibility of doing business in culturally diverse societies. Customer behavior
around the world will be heterogeneous and differ from one culture and lifestyle to
another. The results are the achievement of mutual trading and peace. Craik and
Lockhart (1972) proposed that there are many levels of learning. We can remember and
learn meaningful things because the learning process will be more systematic than
simply using something to stimulate our learning. The depth of the learning process
lies in the specific details of the entire process. We can get through more details about
information, but it does not mean that all learning must be in-depth. For some learning
situations, learners only want knowledge, memories, and comprehension for further
use. Meanwhile, in the steps of analysis, synthesis, and evaluation may not be
necessary. Regardless, Pensri Rupawichet (2011, pp. 106-109) presented concepts
about cross-cultural learning which will help us to understand the standard of
expression of each race for a smooth relationship or interaction because most causes of
misunderstanding stem from thinking evaluation, beliefs, or norms. This means that
with globalization which flows with various cultures, learning can happen more easily.
Learning from cultures to understand and accept others is necessary. Moreover, it is
challenging to create a mutually universal culture for all people around the world, one
which all people can accept and behave through it together. Such a culture would lead
to peace for everyone. Nevertheless, the social phenomena found that there will always
be cultural bias. Some areas experience anti-cultural sentiments, and this leads to loss
1) Stimulus
Receiving Step
or touch through
body organs
2)Interpretation
from touch it is
an important part
to know that
touch will rely on
intelligence
3) Interpretation
interpret through
former knowledge
and experiences
1) Stimulus
Receiving Step
or touch
through body organs
3) Interpretation
interpret through
former
knowledge and
experiences
68
and overall conflicts. Moreover, Tissana Khaemmanee (2011) found that the learning
process takes place in steps; we learn by using learning methods. There are both
positive and negative results. The literature in foreign countries have defined the
meaning or results of culture. Byram (1997) explained the importance of cultural
learning of foreigners for business, “Learning foreign culture is necessary to create
values in communication and business bargaining. So, we should pay more attention
to foreign cultures like our own culture. Cultural understanding will help us to
understand ourselves and others better”. Samovar and Porter (2004) informed us that
cultures with the most differences are Western cultures and Eastern cultures. However,
in both cultures, there are varieties in the cultures. In Asian culture, the example that
Supalak Akarangkool cited involved “paying respects to elders, parents, ancestors,
paying attention to family support and cooperation, sitting pose are important”. In
Eastern European countries, there are varieties in population, history and cultures
( Supalak Akarangkool, 2014, pp. 131-132). The concepts of Gudykunst and Kim
(2003) pointed out that to understand a person from a different culture, there are four
influences that must first be understood:
1) Culture influence is seeing culture from a wider scale in terms of
values, world
2) Social cultural influence is seeing culture from a narrower scale. This
refers to how we can understand a person’s identity based on his/her sex, age,
occupation, race, etc. Each society group will have different sub-cultures. Such an
identity still includes social roles, relationships, and expectations towards expressions
and behaviors of the groups in the society;
3) Psychocultural influence is to understand the human’s internal
process in terms of thoughts, attitudes, and perceptions along with the internal
categorization in each culture; and
4) Environment influence is studying the influential surroundings
towards behavior such as geography, weather, environment, etc.
Another famous theory about cultural difference which is often referred to is the
study of Hofsted (1980), a Dutch researcher. He studied the different dimensions in
cultures of each country. Hofsted’s (1980) research explained the differences of norms
in each country which affect people’s lifestyles. This lifestyle affects the culture which
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makes it different from other cultures. The communication process will be successful
when people in different places and society try to study and understand other cultures.
Culture is in communication, and communication is thought culture. Hofstede and
Hofstede (1928) separated cultural dimensions into four main dimensions:
1) First dimension is Individualism and Collectivism. It is a group in
society or culture which emphasizes a goal and stick to their ideology and personal
rights. They have their own thoughts, values, and decisions. In such a society, the
brotherhood is not of vital importance. Also, being part of an in-group or an out-group
is not significant. Hofstede stated that examples of such a culture can be found in the
United States of America, Australia, England, Canada, and Netherlands. In the research
of Hofstede (1928), the interest of oneself and family comes first, with an emphasis on
the “I” identity rather than the “We” identity. Everyone thinks that each person is
independent and equal. They have freedom. America’s ambition is achievement.
Hence, sharp decision is important. If there is an effect, it will affect a person or small
group. American people are responsive and enthusiastic to seek power through their
expectations. People are equal, and the economic competition is about abilities, not ages
(Hofstede, 1928). On the contrary, in collectivism, it is opposite to the first group. Asian
countries, Colombia, and South America are examples of collectivism. The group
objective affects the members’ behavior and determination. The individual ideology
depends on group achievement. In each social group, there may be an in-group or an
out-group. Generally, members will use group norms, and they will rely on other
members (Hofstede, 1928). Metta Vivatananulul (2005, p. 68) also stated that this
culture feature will emphasize the social cohesion of the group such as family,
university, and workplace. People will love others from the same place and see the
importance of the “We” identity” rather than the “I” identity. They will be interested
in others’ feelings. Although achievement is everyone’s ambition, that achievement
depends on the groups’ goals, requirements, norms, values, and attitudes. There will
share their thoughts, be courteous, worry about others, provide assistance, or rely on
one another. Thus, the group will have the same attitudes and lead to the creation of an
in-group and an out-group. They will pay attention to families and brotherhood. For
example, in Thailand, one’s family and brotherhood are important. Meanwhile, in
Japan, group work is more important. However, this kind of culture emphasizes
70
similarity rather than differences. There is a close-knit relationship. If there is any
effect, it will affect the wider part. This culture pays attention to seniority. The position
and designation will be arranged, so the higher the position, the more the seniority.
Also, people are taught to feel gratitude and to obey their elders. We see this through
the pouring and wishing ceremonies or paying respect to the seniors on such occasions
as the Songkran Festival, New Year Festival, birthday ceremonies, funerals, and Guru
Worship ceremonies. Moreover, Jittinan Nanthaphaiboon ( 2008, p. 308) shared that
such practices can also be found in Japanese manners. Japanese people love their
brotherhood and are highly collective. They rarely receive influences from outside.
They will decide in the group by using concepts and their feelings rather than using
facts. Japanese people are sensitive to negative feelings or opinions. Outside people
will affect their decision when the group accepts them. Itasaka (1986, p. 107) also
provided some explanations for the way Japanese people group themselves. Moreover,
after work, officers in Japanese companies like to drink in cheap bars. There are cheap
drinks and food, and all of them will exchange their opinions and talk with their friends
about business, workmates, or other businesses. These conversations not only create
intimacy among workmates, there is also group harmony which is important in Japanese
companies. It can be implied that Japanese people are collectivist like Thai people.
Moreover, Thai people and Japanese people pay attention to social class, the King, and
their elders. Plus, there are traditions which represent gratitude, such as the New Year
ceremony, birthdays, or funerals. This is perhaps because Thailand and Japan are
located in the same geographic zone, so their cultures, values, and beliefs are very
similar.
2) Second dimension this deals with differences between Power Distance
in society and High Power Distance in society. People will accept that power is a part of
society and power separation can be interpreted by individuals differently (Hofstede, 1928).
Each culture has a different acceptance rate. For example, in some countries, there is a clear
difference between authorities in the society. This is the situation in many countries in Asia.
There is a belief that the King assumes the role of a god; there is a difference between the
royal institution and ordinary people. There is a difference in language levels, such as
Royal language and rituals (Metta Vivatananulul, 2005, p. 69). In the groups of countries
with a low power distance such as in European countries and the United States of America,
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they believe that power should be used appropriately through the law and power will be
with the people who follow the law. Parents in countries with high power distance will
teach their children to admire others; students must admire their teachers. The power of
expressing the opinion means that lower ranking students will not dare ask their teachers
any questions. In this organization, the employees are afraid of conflicts with their
supervisors, and they will be courteous. Meanwhile, in low power distance society, people
will respect others’ rights, equality, and freedom. Self- reliance is important and more
accepted than heritage. The employees dare to oppose supervisors’ orders if they are not
appropriate. There is no difference in language levels. Senior persons can greet younger
employees; there is no separation. As for members of the High Power Distance cultures,
they will not have questions to ask their supervisors. Instead, they expect to be told how to
do something. Meanwhile, in Low Power Distance Culture, if it is not correct, the
employees will have questions about what they are told to do. That is the main difference
between people in different societies in terms of their Power Distance.
3) Third dimension involves Masculinity and Femininity. In this
research, these terms do not refer to male and female cultures. Instead, it means features
of vision and object evaluation in each culture and the role of sex in society (Hofstede,
1928). Hofstede separated cultures into High Masculinity or Low Femininity and Low
Masculinity or High Femininity. The people in society feel high or low differences
based on masculinity and femininity. In Masculinity society, men are superior to
women in many parts as well as in social status. In Femininity society, the equality is
higher, and women can have an important role in society. In a similar manner,
Chanongkorn Kunthonboot (2011, p. 57) stated that in a masculine society, roles of
men and women are very different. In some cultures, women are almost powerless to
work outside the home. In some countries, although women work outside their homes,
the opportunity for a promotion is less. In Western society, some countries like and
have equality. The important roles in companies will be compared to the proportion of
men and women. However, the important point of view of this dimension in society
with masculinity will emphasize achievement, while in a feminine society it will
emphasize the quality of life more than work.
4) Fourth dimension involves uncertainty avoidance which is the feature
of a person or society who has High-Uncertainty Avoidance. The thought basis of this
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group of people is not sure about change in the future; they need safety and security in
their lives and do not believe that change will lead to a better life (Hofstede, 1928).
Moreover, high-uncertainty avoidance culture will accept the thoughts and behaviors
of different groups, along with attempts to avoid conflicts. Metta Vivatananulul (2005,
p. 71) explained that low-uncertainty Avoidance means that this society will likely
challenge and not adhere to the rules. Thus, the members will have lower levels of
stress and worries about their future than the first group. Lifestyles can change or be
flexible to the situation. Rules are not necessary at work. There is a positive attitude
about the new generation with emphasis on liberalism. There is trust in an individual’s
abilities, and they value common sense more than specialists or knowledgeable people.
People will listen to others’ opinions
From the above literature review, the researcher concluded that people from
different societies and cultures will be successful in their learning process if they try to
study and understand other cultures. Doing so will promote new understanding, like the
quote of Byram (1997). He referred to the importance of learning about foreign cultures
for business administration, “Learning foreign culture is necessary to create values in
communication and business negotiation. We should pay as much attention to foreign
cultures as our home culture. Understanding culture will help us to understand
ourselves and others better”. In addition, Gudykunst and Kim (1995) also explained
about the importance of the learning behaviors of people from different cultures and
the ensuing result forecast. They pointed out ways to understand a person from a
different culture. They explained in order to perceive, interpret, and act, a person must
first understand the four influences: Culture influence, sociocultural influence,
psychocultural influence, and environmental influence. The four influences are
important factors in this research which aims to analyze the identities of Thai Spas and
Russian customers. This involves cross-cultural learning. All influences affecting
learning were created by Thai Spa entrepreneurs in Moscow City, Russia. To create an
appropriate learning process, there will be another literature review on the topic of
“perception theories to study the learning process of customers”.
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2.6 Concepts and Theories of Consumer Learning
Assael (1998) stated that consumer learning would mostly be based on past
experiences and past learning which will determine the behavior of the consumer in the
future. Learning means a change in behavior as a result of past experience (Assael,
1998, p. 105). Learning consists of three levels as follows:
1) Knowledge is learning from the knowledge gained from others. For
instance, students are taught by teachers.
2) Direct experience is the result of what we learn directly.
3) Association is associating ideas with past experiences or observations
of things that have happened to or been told to us by others.
Schiffman and Kanuk (1994, p. 201) defined consumer learning as the process
by which people gain knowledge and experience by buying and consuming. This is
related to future behavior. From the learning definitions of Assael (1998) and
Schiffman and Kanuk (1994), it can be summarized that the new knowledge a person
gained or past experiences a person lived affect future behavior. When studying the
theory of the structure of human values, which is the concept of learning, this theory
encompasses a variety of theories. It can be concluded that every human being has
basic natural needs to know and develop oneself. The teaching theory principles focuses
on accessing the basic needs of learners and adequately meeting that basic need by
providing the independence and freedom to learn. There should also be an atmosphere
conducive to learning that promotes an experience of self-actuality. Schwartz and
Bilsky (1987) described an essential requirement in order to stay alive that must be
responded to. They divided the need for motivational behavior into two levels: First is
to motivate the human learning process which consists of the following:
1) Physical needs,
2) Security needs,
3) Personal needs,
4) Achievement needs,
5) Conformation needs,
6) Enjoyment needs, and
7) Maturity needs.
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Therefore, human beings need to be responsible at each stage from the first
stage, before being motivated to behave in order to meet the requirements for the next
stage. This needs to be fulfilled before looking for safe sanctuary and before finding
love. Once this is done, then it is the need to be honored.
When it comes to meeting high demands such as seeking knowledge,
understanding, enjoyment, then a person is doing everything to self-develop his/her full
potential. This is the source of a complete learning process based on the structure of
human values (Schwartz & Bilsky, 1987, pp. 550-562). Assael (1998); Schiffman and
Kanuk (1994) concluded that behavior changes over time as a result of new knowledge
gained or past experiences that affect future behavior. From the above literature
review, it will be seen that the learning process for Thai spas will happen from past
experiences. In this research, we must learn how to create a higher learning process in
Thai spa services in Moscow City, hierarchically based on time periods and experiences
of the service before, during, and after the service in Thai spas. The scope of this study
was defined specifically in the process at the establishment for this research framework
to give clarity by building the learning process by and conducting research on learning
from different origins as mentioned in the literature related to the source, i.e. a learning
process of Thai spa identity and uniqueness for Thai spa in Moscow City. In other
words, the focus is on the cross-cultural learning process.
2.7 Types of Human Learning Sources
Kasem Kumbutda (2007, pp. 10-11) classified learning sources into four
categories as follows: 1) Learning sources such as classroom teachers, classmates,
classrooms for different levels of school, and personnel in the community; 2) Learning
sources that are academic sources such as places within schools and communities:
libraries, temples, markets, shops, police stations, health centers, historic sites, zoos,
etc.; 3) Learning sources that are natural sources: creeks, brooks, canals, parks, forests,
foliage, nature parks including animals such as wild animals, etc.; and 4) Learning
sources that are the media, innovation and technology such as books, textbooks,
magazines, newspapers, leaflets, billboards, radio programs, television programs,
computer games, and computer programs, etc. Overall Kasem Kumbutda (1997) stated
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that learning would be from who or what. Human learning according to Ramirez (1985,
p. 386, as cited in Kasem Kumbutda, 2007, p. 9) classified the learning sources in
communities into four types as follows: 1 ) Natural sources such as sunlight, air, soil,
water, etc.; 2) Person sources such as people who are knowledgeable in the community;
3) Technology in the community such as scientific advancement, invention of things
such as engines; and 4) Institute activities such as in schools and churches, etc. Ramirez
continued to focus on any activity in any location. Jarolimek (1969, p. 189, as cited in
Kasem Kumbutda, 2007, pp. 9-10) classified the learning sources into two types as
follows: 1) Reading materials: books, pamphlets, newspapers, and publications and 2)
Non-reading materials: movies, pictures, film strips, sound recorders, maps, globes, and
other scientific sources. Jarolimek broadened the details to include the media. Gane
and Beer (1971, p. 342, as cited in Jarolimek and Walsh, 1969, p. 189) classified learning
sources as follows: 1) Specialists, musicians, painters, athletes, traders, merchant
services, businessmen, and bankers; 2) Parents; 3) Representatives of organizations:
societies, municipalities, cultural centers, and other agencies; 4) Business and industry
representatives such as persons working in the field of trade or industry; 5) Government
representatives such as police, mayor, health officials, etc.; 6) Committees with the
duties of advising the public such as school committees, teachers etc.; 7) Natural
sources: wildlife, water, soil, minerals, and other natural materials; and 8) Man-made
things such as buildings, airplanes, railways, libraries the Bethel Museum, etc. Nichols
emphasized learning sources that are people and places. From the key classification in
the literature, the types of learning sources available around us all vary. The researcher
can conclude that learning sources come from the literature.
2.7.1 The Process of Thai Spa Service
From the literature review, overall learning sources have been classified by
types. Kasem Kumbutda (2007, p. 10) classified learning sources based on people and
places. Ramirez (1985, p. 386, as cited in Kasem Kumbutda, 2007, p. 9) classified
learning sources based on people, activities, and places. Jarolimek and Walsh (1969,
p. 189) classified learning sources based on media. Gane and Beer (1971, p. 342, as
cited in Kasem Kumbutda, 2007, p. 10) classified learning sources based on people,
places, media, and activities. Therefore, it can be concluded by the researcher that
76
human learning sources can be the media, people, places, and activities that serve as
elements that are used to create variables for this research on Thai spa services.
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Table 2.7 Summary of the Literature Review on the Recognition of Cross-Cultural Learning
Author (Year) Result of Research Research Supportive
Craik and Lockhart
(1972)
Learning is a process that has several levels. We are able to learn
and remember things that are meaningful to us because learning is a
process rather than an urge to learn. The deep learning process will
enable the understanding of the details and recall memories, but it
does not mean that learning always requires deep learning because
some learning simply needs knowledge, memory, understanding,
and implementation.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Learning
Process.
Rupawichet, Pensri (2011) The concept of cross-cultural learning will help the understanding
of the expression of each nation to create a relationship or
interaction between them to help them run smoothly. This is
because the problems that deal with mutual misunderstanding are
most often based on the interpretation of ideas, beliefs, and social
norms so that they can coexist. There is currently a tendency to
incline to one side or cultural bias. In some areas, there has been
fierce resistance on the cultural differences which leads to overall
damage and conflicts.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
77
78
Table 2.7 (Continued)
Author (Year) Result of Research Research Supportive
Byram (1997) The importance of learning a foreign culture to do business is
explained by Byram: "Learning a foreign culture is essential to
create value, to communicate and negotiate business. Therefore, as
much priority should be given to a foreign culture as their own
culture to help understanding. It also helps us to understand
ourselves and others better".
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
Tisana, Kaemanee (2011) The learning process is a hierarchical process by using different
methods with both positive and negative growth changes. The
outcome is knowledge of the issue. The results of the study on the
differences between foreign tourists was the different behaviors that
were linked to cultural perceptions, attitudes, and values of the
tourists who were from different environments.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
Samovar and Porter
(2004)
Cultures that are the most different were eastern and western
cultures. However, there are diversities within the eastern and
western cultures. Asian countries have very similar cultures as they
give importance to the family, cooperate, sit, do not have clear
expressions, beat around the bush, and respect traditions. Eastern
European countries have diverse population history, culture, and
languages.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
78
79
Table 2.7 (Continued)
Author (Year) Result of Research Research Supportive
Gudykunst and Kim
(2003)
Each culture has to recognize, interpret and express itself. However,
they will need to understand the four influences: 1) Culture
influence is to look at the values and world view; 2) Social cultural
influence is narrowing the cultural level to understand what group
or society the person belongs to such as gender, ethnicity, age,
occupation, etc. There are different sub-cultures in each social
group. 3) Psycho cultural influence is to understand the processes
occurring in the mind of the person, whether they are thought
patterns, attitudes, and perceptions. This includes the categorization
within each party, idea, and culture; and 4) Environmental influence
is to study the effect of the environment on behavior, whether it
involves climate, terrain, housing, etc.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
The interpretation will be made possible by the people of different
social cultures and education trying to understand each other's
culture. This is because culture is in communication and
communication is a thought culture. This can be further divided into
the four key dimensions.
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80
Table 2.7 (Continued)
Author (Year) Result of Research Research Supportive
Hofstede and McCrae
(2004)
The first dimension focuses on individualism and adherence to the
ideology of the right to privacy. It is important to have ideas,
values, and decisions. This society does not give importance to
dividing people into an in-group or out-group. It is a culture that
emphasizes the values to be associated with seniority. Most are
hierarchical and focus on seniority. The second dimension is power
distance. The third dimension emphasizes masculinity and
femininity.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
Ratjaree, Nopkate (1997) Perception Theory: perception is processing and interpreting the
data that is around us from feelings. Such feelings come from the
stimulation of the sense organs of which there are five types: eyes,
tongue, nose, ears, and skin. Feelings comes easy and are straight
forward. They do not fall under the influence of the learning
experience, motivation, emotion, etc.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning
Nongluck Waiphrom
(2010)
For the perception process to occur, it requires the following
elements: 1) Stimulus that contribute to perception such as the
situation and the environment around us including the people,
animals, and things; 2) Sense organs cause feelings such as the eyes
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
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81
Table 2.7 (Continued)
Author (Year) Result of Research Research Supportive
to see, the ears to hear, the nose to smell, the tongue to taste, and
the skin to feel hot and cold; 3) prior knowledge or experiences
relevant to the stimuli being experienced can affect perception; and
4) Interpretation of things from past experiences will be in the
memory. When an individual receives stimuli, the brain also serves
to review the existing knowledge and identify these stimuli.
Sensation is caused by the five senses: sight, taste, smell, sound,
and touch: 1) The stimuli: different lighting, sounds, smell, and
taste; 2) Receptors: ears, eyes, nose, tongue, and skin. If these
receptors are not complete, awareness will be lost; and 3) Nerves
are the intermediaries to perform synaptic transmission from the
sensing organs to the brain for interpretation as follows: 1) Past
experiences will yield better perception; 2) Values, attitudes; 3)
Attention and intention; and 4) State of mind, emotions such as joy,
sorrow, expectations, and intellectual abilities would enable faster
perception.
81
82
Table 2.7 (Continued)
Author (Year) Result of Research Research Supportive
Rattana Panyadee (1998)
Daraporn Chairat (2002)
Hierarchical behavior development is as follows:
First step- The perceived provocation is to allow people to
experience the environment. Second step- People would willingly
respond. If there is reluctance, there will be resistance. Third step-
Creating the value is the decision to respond to stimuli in any way.
Fourth step - Systemizing the value of the organization and the
overall image. Fifth step- Creating a character and manner of
expression that is unique, consisting of a value system that has
resulted in any expression. This will cause a person to have more
unique features.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Learning
Process.
Patchanee Cheyjanya,
Metta Krittawit, and
Thiranan
Anawachsiriwong (1991)
This process happens unconsciously or deliberately and is often
based on experience and social collection. Each individual is
interested in and aware of things around them differently.
Therefore, when the same message is received by two people, the
interest, and awareness would be different. Past experiences also
cause perceptions to differ.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
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83
Table 2.7 (Continued)
Author (Year) Result of Research Research Supportive
Prapaphen Suwan, and
Sawing Suwan (1991)
Perception process comprises of three steps as follows: First step:
Sensing, means a sensing organ receives the stimulus, or something
is coming through the receptor. Second step: Interpretation of the
exposure is the essential part to help yield correct understanding.
This requires intelligence, attention and mental quality. Third step
uses prior knowledge or past experiences to help with the
interpretation.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Learning
Process.
Mishra (2008) Perception is a process that takes place and remains over a long
period of time as follows: First step is the stimulation of stimuli.
Second step is the process of feeling the sensation through sound,
sight and the senses. Third step is the interpretation. This is an
important step because interpretation is a process that involves the
decision of the individual.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Learning
Proces.
Assael (1998) Consumer Learning Theory Learning is a change in behavior as a
result of an acquired experience. It is composed of three
consecutive levels: 1) Knowledge is the process of learning from
others; 2) Direct experience means experience gained through
immediate sense perception: 3) Association means a connected link
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
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84
Table 2.7 (Continued)
Author (Year) Result of Research Research Supportive
between our thoughts and experiences we acquire or notice from
any event happening to other people or that have been told by
others.
Schwartz and Bilsky
(1987)
Structure of human values
Human beings require basic needs. They need to know themselves
and develop themselves. Basic human needs are: 1) Physical needs-
basic life needs; 2) Safety needs- protection, security, and stability;
3). Personal needs- love, relationship, and belonging; 4)
Achievement needs- esteem, status, responsibility, and reputation;
5) Conformation needs- behaving in such a way that you fit in,
either in a social or a spiritual way; 6) Enjoyment needs- the ability
to participate in the activities or pleasures of life (such as arts and
music); and 7) Maturity needs- the quality of being fully mentally
and emotionally grown up and a willingness to accept
responsibility.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
Schiffman and Kanuk
(1994)
Consumer Learning means a process where individuals acquire
knowledge and experience and apply it to future related behavior.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
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85
Table 2.7 (Continued)
Author (Year) Result of Research Research Supportive
Kasem Kumbutda (2007) Learning sources are divided into four types: 1) Persons such as
teachers, classmates, friends from other classrooms, friends from
different positions in schools, parents, and people in the
community; 2) Academic institutes, such as places in schools and
communities like libraries, temples, markets , stores, police stations,
historic sites, and zoos; and 4) Information technology and
innovation media such as books, magazines, journals, newspapers,
leaflets, billboards, radio programs, television programs, public
address systems, computer games, and other computer programs.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
Ramirez, (1954) as cited
in Kasem Kumbutda
(2007)
Learning sources in communities are separated into four types: 1)
Natural sources such as sunlight, air, soil, and water; 2) Persons
mean high-ranking persons in the community; 3) Technology
related sources such as the development and progress in science,
inventions like engines; and 4) Various institutes constructed by
humans, such as schools, or churches
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
Jarolimek and Walsh
(1969)
Learning sources are categorized into two types: 1) Reading
materials such as books, journals, and other printed matters; and 2)
Non-reading materials such as movies, pictures, filmstrips, and
other knowledgeable sources.
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
85
86
Table 2.7 (Continued)
Author (Year) Result of Research Research Supportive
Gane and Beer (1971), as
cited in Kasem Kumbutda
(2007)
Types of learning sources: 1) Experts, such as musicians, painters,
sales representatives, merchants, businessmen, industrialists, and
farmers; 2) Fathers and mothers or parents; 3) Representatives from
social organizations, municipality, cultural centers, and other
authorities; 4) Representatives from business and industry sectors
such as trading agents, transport companies, mining companies, and
other partnerships; 5) Government delegates such as policemen,
councilors, and public health administrators; 6) Advisory
committees to people, such as education committees, advisory
boards in schools and teacher groups; 7) Natural resources such as
forests, wild animals, water, soil, minerals, and other natural
materials; and 8) Man-made inventions such as buildings, airplanes,
roads, trains, and libraries. From the learning sources living around
us, we can see that there are many different types of learning
sources which can be majorly classified as 1) the learning sources
in the form of people such as teachers, philosophers, gurus,
intellectuals, educationalists, researchers, and business operators; 2)
learning sources in the form of places, such as schools, libraries,
places of business, places of worship, agricultural plots, natural
Can be applied to and used with Objective 2 of
the consumer group in terms of their Place of
Learning.
86
87
Table 2.7 (Continued)
Author (Year) Result of Research Research Supportive
attractions; and 3) learning sources in the form of information
technology, digital media, social media, and innovations in
technology.
87
88
With regards to the revision of related literature about perception, learning and
the learning process, it is found that the cross-cultural learning process has an impact
on business operations in foreign countries that have different cultures. It is important
to understand such differences in order to reap benefits in the working cooperation.
Learning in this research concerns the uniqueness of Thai spas in Moscow City. Craik
and Lockhart (1972) stated that an in-depth level of learning was not necessary for all
cases. Some matters required only knowledge, memory, understanding, and the
capability to apply them for making decisions. Byram (1997) also mentioned that
learning about foreign cultures was necessary in valuing communication and business
negotiations. Therefore, we should pay close attention to the specific details of foreign
cultures as much as our own culture, while paying particular attention to cross cultural
learning and globalization.
Living in a globalized community where changes occur rapidly and the
differences of fundamental cultures are obvious, the influence of numerous cultures
plays an important role when learning about cross-cultural issues. The variable factors
in this research are filled with cultural influences on values. Influences from social
culture include gender, age, career, race, etc. Influences from psychology culture come
in the form of points of view, attitudes as well as perceptions to influences from the
environment, decorations, and atmosphere. It is important to learn about and
understand different sides in order to achieve successful communication. There will be
a dimension as per the revision of literature about individualism such as nation, religion,
along with the differences between power and status in terms of career, education and
age, masculinity, femininity, and uncertainty avoidance. For instance, some groups of
people may be less willing to cooperate and give information related to the consumers’
choice of news perception. Klapper (1976) stated that the factor related to the
perception of consumers about uniqueness and identity, topics which the researcher is
conducting this study, had something to do with the fundamental needs that each person
is satisfied with. It should not be against the old beliefs in the past. This factor has a
continual impact on the research as well as the revision of literature about perceptions
starting from interpreting through our five senses such as seeing tasting, smelling,
hearing, and feeling things. The uniqueness and identity of Thai spas involve a learning
context which includes all senses. These senses serve as important variables in this
89
research. Regarding the perception process, the first thing is environment like people,
animal, and things that can be perceived through the five senses and interpreted using
previous experience; this can then affect consumer learning. Assael (1998) concluded
that learning is composed of different elements, namely knowledge from persons and
direct experience. Experiences in Thai spa services at this point can be grouped into
three parts: before, during, and after the service. These experiences can then be
examined from the four sides of learning sources to identify the relation of the learning
method as illustrated in Figure 2.4.
Procedures of Service Learning Sources
Figure 2.4 The Key Successes of the Learning Process
Figure 2.4 shows the relationships among the factors that promote the learning
process in Thai spas. This includes the process studied in the related literature
concerning the requirements. To gain a successful knowledge of learning about cross
cultural issues, firstly we need to learn and understand the requirements as stated by
Schwartz and Bilsky (1987) in their theory of value which was based on the application
of several theories. The researcher conducted the study about the uniqueness and
identity of Thai spas in order to study about the requirements in the learning process.
There is a variable that emphasizes the requirements as shown in the structure above,
After the service
During the service
Before the service
Media in spa
People
Places and environment
Activities
People
Media in spa
Places and environment
Activities
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especially cross-cultural learning. From the study of the literature, Horton and Hunt
(1980); Kendall (2014) concluded that we can divide culture into two types: Tangible
Culture and Intangible Culture. These became variables that will be mentioned in the
research methods.
2.8 Russian Federation
Russia or the Russian Federation is a country mostly located in Asia and Eastern
Europe. Russia is the largest country in the world (two times larger than the second
largest country in the world, Canada). Formerly, it was a member of the Soviet Union
and was the largest state according to the size of its land area and political influence
during the Soviet Union period.
Capital: Moscow City, population of approximately 12,900,000 people
Area: 17,075,200 square kilometers. It is considered to be the largest country in
the world (33 times larger than Thailand). From east to west, the country stretches
9,000 kilometers and from north to south it stretches 4,000 kilometers.
Location: 55°45′N 37°37′E
The largest city: Moscow
Official languages: Russian and other official languages in each minor republic
Government: Semi-presidential system, Constitutional republic
President: President Vladimir Vladimirovich Putin
Prime Minister: Dmitry Anatolyevich Medvedev
Independence Day: Declared independence from Soviet Union on 12th June
1990 (Russia Day)
Land: 17,075,200 square kilometers, 6,592,745 square miles, water :0.5%
Currency: Russian Ruble-RUR, 1 US dollar is equal to 60 Rubles (average
exchange rate in 2015)
Gross Domestic Product: $2.4 trillion USD (2011)
Gross National Income per capita (GNI) $16,687 USD 44,498 Thai baht (2011)
Economic expansion: an increase of 4% per year (2011)
Russia is located in Northern Asia and Eastern Europe. The Ural Mountains are
considered the traditional boundary or dividing line between Europe and Asia. Two-
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thirds of its land is in Asia. Russia borders in the north with Norway, Finland, Estonia,
Lithuania, and Latvia; in the south-east with Kazakhstan, People’s Republic of China,
Mongolia; in the north with Korea, in the west with Belarus and Poland; in the south-
west with Ukraine; and in the south with Georgia and Azerbaijan.
The feature of the Russian climate is different from other geographical areas.
The average temperature of Russia in Europe is below 0 degree Celsius. Since Russia
has enormous areas of land covering different climates, it has diverse natural resources
and a varied biological system. Most of Russia’s land is covered with snow for around
five months of the year. Spring, summer, autumn, and winter are the four seasons of
the year.
The total population in Russia is estimated at 142.3 million people. 79.8% are
Russian and the rest are people from other nationalities such as Tatars, Ukrainians,
Belarusians, Germans, Armenian-Jewish, and the Kazakhs. Orthodox Christianity is
the dominant religion in Russia. Russia has the largest area in the world but when
compared to its population, the density is only 40% estimated to 8.4 per km² (square
kilometers) of 21.7 per mi² (square miles).
It can be said that Russia’s fundamental cultures have been under socialism for
such a long time that their values and beliefs have been shaped up through this. The
influence from nature is the most important aspect, especially the cold climate causing
Russian people to struggle for survival (Banyong Amorncheevin, 2004, pp. 150-153).
In terms of religion, most people believe in Christianity, Russian Orthodox
Church (90%), the rest believe in Islam (6 %), Catholicism (1.8 %), and Mahayana
Buddhism (0.6 %).
In terms of the Russian language, Russian is a member of the East Slavic group
of the Slavic subfamily of the Indo-European family of languages. Closely related to
the Russian language are Belarusian and Ukrainian which are the other East Slavic
tongues. In some regions, Belarusian and Ukrainian are spoken as a result of the
combination of languages. Pronunciation and grammar in Russian language were
influenced by Old Church Slavonic language developed by South Slavic Group. Old
Church Slavonic language was used to translate the Bible and other religious works in
the Russian Orthodox Church and the grammatical structure of Russian language
(especially the Northern accent) which was influenced by the Fin language from the
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Finno-Ugric language group such as the Merya language, Mocza language and
Muromia language. This is considered to be a dead language, but it used to be spoken
in the central parts of the area and the North of Russia in Europe (Piyachart Choenjit,
2010).
Investments in Russia since 9th July 1999 was based on the strategy of the
Russian government. The Law on Foreign Investment was passed in order to promote
and attract foreign investors to invest more in Russia. Russia has an advantage in terms
of its large market size with a population of more than 144.2 million people. It is also
rich in natural resources such as oil, natural gas, coal, gemstones, and other minerals
which are considered to be major consumer products with significant financial value.
Moreover, in recent years, Russia’s economy has expanded by more than 6% per year
which makes the buying power of Russians higher. As a result, Russia has become an
attractive country for capacity investments.
The agency promoting investment in Russia is the Russian State Investment
Agency under the Ministry of Trade and Economic Development. Its mission is to
promote investments and facilitate the convenience of investments by foreign investors.
The Institute of Direct Investment Foundation (IDI), a non-profit based organization,
takes charge of collecting important investment data for the benefit of foreign investors
who wish to invest in Russia.
The enterprises that Russia specifically promotes for investment are 1)
advanced technology of manufacturing; 2) the manufacturing for export emphasizing
on the utilization of plentiful energy and natural resources that Russia is holding such
as oil, natural gas industry, steel industry, etc.; 3) the manufacturing for replacing the
imports with emphasis on consumer products and medicines; 4) The construction of
transportation facilities and communication, including logistics; and 5) Any kind of
industry emphasizing the need for a large amount of local labor in order to increase the
employment rate in Russia.
With regards to the ratio of total investment from foreign investors, generally
the Russian government grants foreign investors the right to own 100% of a business.
This also applies to most business sectors, with the exception of the banking business,
insurance, telecommunications, oil and natural gas, infrastructure, and tourism. For
93
example, Russian government grants foreign investors the right to invest not more than
25% in the insurance business and aviation enterprises, etc.
Investment incentives that foreign investors are granted are: the exemption of
Turnover Tax and a 24% to 35% reduction of Profit Tax. Other than this, the Tax Code
system is applied to help the system of tax collection from foreign investors and local
investors in Russia be of the same standard, etc.
Foreign investors who are interested in investing in Russia will gain more or
less success depending on the personal relationship between investors and the local
government. Before making a decision to invest in Russia, investors should study
carefully about property rights and the system of corporate governance in Russia as
well.
By the time that Russia opened up its country during 1991 until 2004, Russia
held an accumulated cost of capital valued at $43.2 million USD. The Federal Statistics
Service of Russia reported that in 2004, capital inflows from foreign countries coming
into the country were as high as $11.7 billion USD, a 46.3% increase from the previous
year. Most of the investments went to joint ventures and branch establishments.
The majority of the investors in the first half of 2004 were from the United
States of America (around 24.2% of the total cost of capital), the second was Germany
(22.6%), Cyprus (22.1%), and France (19.5%) respectively.
The type of business that foreign investors most commonly invested in the first
half of the 2004 in Russia was the fuel and petrochemical industry (44.5% of the total
foreign direct cost of capital). The second is the forestry industry, the pulp and paper
industry (10.9%) followed by the trading and catering service (9.6%).
The reason that Russia was very active in opening the free trade and investment
policy was their capability and desire to become a member of the World Trade
Organization (WTO, 2007). They also strived to ensure certainty among foreign
investors who wished to invest in Russia that they would be granted investment
promotions and incentives equivalent to those of local investors. Moreover, a
Memorandum of Understanding (MOU) for the exemption of double taxation and
bilateral investment treaties with several countries took place. These factors facilitated
the certainty of foreign investors to invest in Russia more and more.
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2.8.1 The Opportunity of Thai Spas in Russia
Russia is a big market with a total population of around 143 million people,
considered to be the 9th largest population in the world. As a matter of fact, the Russian
Government has announced a policy to promote investments by foreign investors with
various kinds of promotions and incentives. More and more foreign investors have been
drawn to investments in Russia. The Economist Intelligence Unit (EIU), a British
business within the Economist Group providing forecasting and advisory services
through research and analysis, reported that in 2005, Foreign Direct Investment inflows
(FDI Inflows) came into Russia at 30% higher than in the previous year, estimated at
$16.7 Billion USD which was the highest in the Eastern European region and the
Commonwealth of Independent States (CIS). The places of investment were most
common in Moscow City (the capital of Russia) and Sakhalin island, the largest island
in Russia which lies in the Pacific Ocean, just off the East coast of Russia.
Spa School International is one of the first companies playing a part in changing
the negative attitudes of Russian people towards the service of Thai spas and Thai
traditional massage. Since 2003, the company has been a representative of Wat Po Thai
traditional massage school in Russia. It is the only company who owns the rights to
provide courses on Thai traditional massage and issue certificates to those who pass the
training courses. Both parties have signed a MOU, and the company is enthusiastic in
promoting Thai culture in Russia by joining hands and holding exhibitions about Thai
spas and Thai traditional massage at several events such as Intercharm, Cosmetic Int.,
Expobeauty, and Wellness. In the meantime, the company also publicizes Thai spas
and Thai traditional massage in magazines and television programs broadcast in Russia
such as Les Novelle Estetique, Massage Body Esthetique, Good Business, Time for
Beauty, Cosmetic Int., Vogue, Nails, Dovovoy, and Way of Life.
Current spa businesses - Nowadays, there are many Thai spa companies and
Thai traditional massage businesses in Russia. There are more than 70 places, with
about 1,500 Thai workers. Since more Russian people have a higher purchasing power,
they tend to pay more attention to health and wellness. Since the feature of the Russian
climate is cold, which spreads throughout the year, Russian people do not have a lot of
chance to select a variety of recreational activities. The spa is one of the most popular
activities, especially among wealthy groups of people living in big cities like Moscow
95
City. Most spa businesses are likely to provide health massage services along with spa
fitness (Department of Trade Negotiations, 2011).
Thai spas and Thai traditional massages are widely popular both domestically
and abroad. The Thai government also sees the importance of making Thai spas and
Thai traditional massages more widely known as it is considered a property of national
culture and Thai people’s intellectual property. It can generate significant revenue for
the country and give the country a good reputation. Thus, spa businesses and Thai
traditional massages are another service business that the Thai government may
consider promoting in terms of investments in Russia. This is because there is great
interest in health and wellness, and the Russians pay more attention to their health and
beauty concerns. The Tourism Authority of Thailand Moscow Office and Office of
Foreign Trade are urging the promotion of the operational plan in making these
businesses more widely known. Thailand and Russia have long term good relationships,
as seen from the number of Russian tourists who travel to Thailand; they continually
hit the top of the tourist arrival chart. More than 1.6 million Russian tourists paid
Thailand a visit in 2014 and 2015 which brought more than one hundred billion Thai
baht in revenue to the country. Also, this can help connect the two countries’ economy
and culture and bring the countries closer together (Institute for Small and Medium
Enterprises Development, 2012).
Mr. Supant Mongkolsuthree, President of the Federation of Thai Industries, said
that currently numerous Thai investors are interested in investing in Russia. In
particular, there are three types of businesses: the Charoen Pokphand Group (CP),
warehouse companies manufacturing cosmetics and Thai Pattara Spa, Thai spa and
massage service providers. Previously, some Thai companies were interested
investing, in Russia but they are in the process of studying and considering if there is
any potential there. The main point why investments between Russia and Thailand is
not at a high level is because we both lack knowledge about investment opportunities
(Federation of Thai Industries, 2015).
In relation to the revision of the above literature, the researcher concludes that
Thai spas have the capability to being promoted worldwide as a growing business. The
main interesting point is that Thai spas have had their own outstanding uniqueness and
identity for such a long time. These factors can be revealed through the cross-cultural
96
learning process among foreigners. Therefore, this research is conducted by
emphasizing the uniqueness and identity of Thai spas, a fast-growing business in
Russia. From the researcher’s personal experience operating a Thai spa business in
Moscow, access to information is possible. It was discovered that some information has
been distorted in the way Russian consumers learn about Thai spas. In fact, there are
some points that do not represent the actual requirement of Russian consumers. The
researcher paid close attention to the study in order to build the learning process of cross
culture in terms of uniqueness and identity of Thai spas in Moscow City for Russian
consumers. Moreover, the researcher also studies related research in order to determine
some guidelines and examples in conducting a complete research on the ensuing topics.
Figure 2.5 Thailand 4.0 New Engine of Growth
97
2.9 Thailand 4.0
Thailand 4.0 is an engine to propel new economic growth through the
transformation of “comparative advantage” into “competitive advantage”. This
approach will fill the country with knowledge, creativity, innovation, science,
technology, research and innovation, and build upon comparative advantage with “Five
Groups of Technology and Targeted Industries” which comprise of:
1) Food, Agriculture and Bio-Tech: building a stable economy based on
biodiversity and environmentally friendly biotechnology and moving Thailand toward
becoming the center of premium agricultural products and food, and an exporter of
technology in agriculture, seeds, vaccine.
2) Health, Wellness and Biomedical: building medical infrastructure
and move Thailand forward to be the “Medical Hub” of ASEAN within 2025.
3) Smart Devices and Robotics – Mechatronics: moving Thailand
forward to advance it as a leader in automatic system, industrial robotics, and service
robotics in ASEAN.
4) Digital, Internet of Things (IoT), Artificial Intelligence and
Embedded Technology: using digital tools and IoT as platforms to enhance
productivity, quality and innovation in various economic activities within the
agriculture, industrial, service and education sectors.
5) Creativity, Culture and High-Value Services: undertaking actions
that synergize basic cultural assets, innovation and technology in order to increase
commercial value and ultimately enable Thailand to move forward in becoming one of
ASEAN’s “Creative Hubs” within the next ten years.
According to the new policy of the Thai Government, “Thailand 4.0” was
introduced to move Thailand forward to become the “Medical Hub” of ASEAN within
2025. In addition, the focus will be on introducing creativity along with Culture and
High-Value Services. This, of course, includes the health, wellness and Thai spa
business along with Thai spa products to help push such development. Thus, the
researcher would follow this policy in order to support and utilize the public budget in
a fruitful manner.
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2.10 Related Research
To completely grasp all related topics and help shed light on the intricacies of
the topic on “The Cross-Cultural Learning Process of Thai Spa Uniqueness and Identity
for Russian Customers in Moscow City, Russian Federation”, the researcher also
reviewed other relevant documents, articles, and other research which can support and
triangulate the research findings as presented in this section.
Nartruedee Maneenate (2006) examined Thai massage as part of the health
tourism industry development, focusing on the growth of the health and wellness
business in Khon Kaen and neighboring provinces. The researcher identified some
factors that make Thai massage a sustainable business by looking at the satisfaction
levels of those who receive Thai massage services. Maneenate discovered that staff
faced problems communicating in foreign languages when serving their customers. In
addition, more than half of the staff would like to change their job. Regardless, the
survey revealed that Thai customers were satisfied with appropriate manners and
politeness of therapists, while foreign customers were pleased with smiles and the warm
welcome they received. To increase satisfaction, it was found that staff needs to
undergo standard training.
Like Mennenate, Sukanya Phayungsin (2010) also examined spas, but focused
on their marketing strategy. Her research revealed the basic characteristics of spa
customers: self-employed single women aged around 31-40 years with a monthly
income between 10,001-20,000 Thai baht and an educational level at a bachelor’s
degree. Service marketing strategies consist of products, prices, distribution channels,
marketing communication, personnel, service process, physical environment, and
customer services. Payoongsilp’s research showed that customer satisfaction and
customer loyalty are two important factors affecting the effectiveness of the spa
business’ marketing strategy. Suteeraporn Antimanon (2010) also explored ways to
ensure customer satisfaction at Phuket Pannara Spa located in Phuket province. One
way ensure that customers are content is to provide proper equipment and parking
space. Furthermore, the spa was easy to access because it was situated in the heart of
the city. In relation to service strategy, it was found that all customers were treated
equally in the queue, and there was a wide array of spa products and services such as
99
body and facial scrub to fulfill customers’ interest with spa staff willing to
accommodate different kinds of services to customers. In addition, the study suggested
that the Ministry of Public Health and all concerned departments should conduct
inspections of products and ingredients in the spa products to ensure that they do not
contain harmful chemicals and that the quality was up to standard. This is quite
important given the fact that customers would not visit a spa again if it were not clean.
Another important consideration is the location of the business. In order to serve
customers in the most convenient way, customers prefer businesses that are centrally
situated or those that can be found in commercial areas. Additionally, the decoration is
also of vital importance as the spa should allow customers to feel that they are in a
relaxing atmosphere.
The research on the marketing forces that influence Chinese tourists’ choices
for spa services in Thailand by (Sippasinee Baray, 2012) revealed that most Chinese
tourists had some prior experience with spa services, both in Thailand and in other
countries. Also, it was found that spa services in hotels are most popular, and body
massages are their favorite type of treatment. However, it was stressed that the massage
had to be relaxing and allow them to calm their stress levels. Since customers had
routine work, they chose to have spa services during the weekend and the most suitable
spa treatment should not be longer than two hours. Most customers heard about spas by
word of mouth from their friends and acquaintances. The Chinese tourists were most
likely to visit spas which offer a tranquil ambiance, which is the number one
requirement. Furthermore, they prefer well-known and reliable spas. Nevertheless, it is
important to that the price list be clearly displayed and available at the reception. In
addition, another important consideration is the payment system which should be made
available through different channels. Another recommendation is that discounted prices
should be introduced during the low seasons. Baray also highlighted the importance of
the spa’s human resources, stating that staff should be trained to serve customers in a
courteous manner. Another important point, especially among Chinese tourists,
concerns safety and hygiene.
The aforementioned research offered the following guidelines and observations
to help in the development of spa businesses in Thailand, ones which primarily serve
Chinese tourists. 1) Chinese tourists pay more attention to physical environment which
100
they experience through the five senses: sight, taste, smell, sound, and touch; 2) Spas
should be decorated in Thai style; 3) The spas should embrace a nature-filled
atmosphere and needs to be divided into a series of rooms; 4) Spas should offer a
welcome drink and have music to ensure a relaxing atmosphere; 5) Spa staff should be
trained in academic courses and be professional and courteous; 6) Spa price list should
be on display at the reception and offer different channels of payment; 7) Spa business
in Thailand should be developed in the future to be a “One stop service” meaning they
can provide all services in one place such as providing service, staff training,
accommodation, and a easy access to health and wellness products to save consumers’
time and travel costs; 8) Spas should have a wide range of services and treatments in
multi languages to serve their own target consumers; 9) Entrepreneurs should create
new products of service to differentiate their spas from those of their competitors; 10)
Spa businesses should join exhibitions both at home and abroad to determine integrated
marketing communications for the sustainability of spa businesses in Thailand.
Following these ten tips can help ensure the spa’s success. Kamolthorn Prompitak,
Pootchapong Takoengamorn, and Pakin Raktaengam (2005) investigated the capability
of spa tourism in Phuket, Phang-Nga, and Krabi provinces, by looking at the
requirements of tourists when it comes to spa tourism, such as day spas and resort spas.
The researchers found that improvements should focus on the safety and hygiene of spa
services for customers as well as the safety in the spa’s operations. Customers consist
mainly of female tourists aged between 25-34 years who have at least a bachelor’s
degrees or higher. These tourists in particular have a higher level of buying power.
Most of them are entrepreneurs, employees, and specialists of specific educations who
are travelling from Europe and East Asia countries such as Japan, China, and Korea.
The research by Satit Niyomyart (2006) focused on the behavior of foreigners working
in Thailand who come from six countries and regions in the world: Japan, Hong Kong
and Taiwan also those who are from Western Europe such as Scandinavia, North
America, Australia, and New Zealand and how they use spa services. The first time
most customers used the spa services was because they would like to relieve stress and
reduce tension. On the other hand, the second time they came was due to the fact that
they were impressed by the first visit. Moreover, the favorite type of spa was found in
hotels and resorts. Foreigners favored Thai therapeutic massage and spa practices as
101
well as spas with Thai decoration. The important reason for using spa services was
because of the high quality, but other important factors include the therapists’ skills and
the atmosphere of spa that can be experienced through the five senses, like sight, taste,
smell, sound, and touch. The research also argues that financial status plays the greatest
role on the potential of customers to use spa services. Moreover, (Green, 2012) Abstract
conducted research on the importance of cross cultural and cooperation with foreign
networks by studying field trips to Thailand by nursing students from Deakin
University in Australia and their cooperation with the Faculty of Nursing, Mahidol
University. It was noted that the field trip program led to greater cross-cultural learning
and relationship building. Furthermore, participants were able to overcome the
challenges of learning about different social behaviors, the importance of being patient,
and the acceptance of individual differences. The result of the research pinpointed
clearly that nursing education should be provided with the opportunity to engage in
cross cultural exchanges at international levels. More specifically, nurses should
develop nursing skills across cultures and build up relationships to better understand
and tackle rising global challenges with an emphasis on health and wellness practice in
the next millennium.
The objective of the research by Surasak Boonarch (2009) was to see how Thais
adjusted their communication and culture while joining work and holiday programs in
Australia (Australia work and holiday visa). It was discovered that Thai people mainly
communicated with other Thais. More specifically, they mainly talked about work,
personal matters and how to spend their lives in a foreign country. The most common
way of communication was to talk directly in person. This was followed by Thais who
communicated with Australian people, and the least common was Thais’
communication with people from other countries. The chance to communicate with
Australian people depended on the type of work. Regardless, they also faced some
problems and obstacles with cross cultural communication. There was three-
dimensional communication comprising of different dimensions: knowledge and
understanding, attitude and emotional content, and behavior. Furthermore, the
problems and obstacles Thai people faced dealt with distinct values about water saving,
the stereotype Australians had about Thai women and prejudices of some Australian
people against Asian people. The components to support cross cultural adjustments
102
involved the individual’s motivation to learn about cross cultural issues, English
language competency, type of work, and the chance to communicate with Australian
people and the ability of applying three-dimensional communication. Ways to adjust
to a new culture included using social media to get helpful information, learning from
the environment and learning from loved ones who were foreigners. Ratchanok
Suansida’s study, (2013) she delved into the intricacies of the local intangible cultural
heritage of the Thai Puan people, an ethnic group living in Ban Mee district, Lopburi
province. Suansida focused primarily on how they communicated. The leader of the
sub-district cultural council acted as a major messenger in the community to relay news
and information connected to members within the community and other members outside
the community. The communication was in the form of verbal and nonverbal language
that reflected the intellectual property of the Thai Puan people. It was also found that
the problem of deterioration and disappearance found in the communication of cultural
heritage of the Thai Puan people in the community was caused by the sender, receiver,
message and channel which was considered as being the fundamental components of
communication, including physical environment, economic situation, educational
system, and cross-cultural marriages. Networks and communication within the
community and with others inspired people to realize their roles and duties in
coordinating with related parties and associations. Furthermore, the expansion of
activities and the granting of cultural areas in the community and at the province level
allowed them to continually preserve their local cultural heritage in a sustainable
manner. In addition, Supannee Pudpong-a-nan (2013) studied the factors that
influenced how customers decided to use spa services in a specific location: Rajateva
Sub-district in Samutprakan Province. In her research, the variables investigated
include gender, age, education, occupation, monthly income. More specifically, she
looked at how these variables impact the product, price, distribution channels,
promotion, services along with the physical environment. Supannee Pudpong-a-nan
(2013) found that the majority of the customers are women between 40-59 years of age
who have a bachelor’s degree and work for the private sector, earning a monthly income
of 30,001 to 40,000 baht. The most important factors that customers consider when
choosing a spa are service, physical environment, produce, and prices among other
things in the same time, Akarapong Untong’s research entitled The Factor Structure of
103
International Tourist Satisfaction to the Spa Service Quality in Thailand (2017)
explored the importance of the quality of the spa services at day spas as well as at hotels
and resort spas. Of all the factors, the most important to foreign tourists are the
cleanliness and how the spas respond to complaints, two factors which spas should
prioritize. Moreover, as for competitive advantages, spas that had a positive exterior
and interior atmosphere would be more favored by tourists. The skills of the therapists
are also something which all spas have in common as a competition factor. The
researcher also suggested that the government should have policies that focus on skills
development in order to help improve the competitiveness of in this industry in
Thailand. The potentials of the spa business in Thailand was explored by Ranee
Isichaikul and Rachapon Jansawang (2016) which took into consideration the impacts
of government policies on the spa industry. The researchers found that despite the
certification program for spa operators which is organized by the Ministry of Health
and the Spa Associations, many spas do not adhere to prescribed standards or
procedures that have been set in place. As a result, the ad hoc approaches may impact
the quality as well as the reputation of the industry as a whole. Hence, recommendations
include more control and enforcement of laws of Thai spas, a more integrated approach
to developing and enhancing the industry, public relations strategies to create a new
image for Thai spas and profession, increased human resources for spas to meet the
demands of the market, and the development of products and branding of such products
to add value to Thai spas. Customer expectations and their behavior were topics under
investigation by Satchaya Duangchant and Narisa Kamkaen (2015) in their research
article, “Consumers’ Expectations for the Health and Beauty Spa.” Their findings
showed that most of the customers of spas were older than 44 years of age, married,
and had children. The customers, who lived in Bangkok and its vicinities, had
bachelor’s and master’s degrees, worked mainly in the public sector, earning a monthly
salary in excess of 50,00 Thai baht. The most crucial factor in deciding which spa to
use was quality. Day spas were most popular, and the decoration using natural products
was what most people liked. As for the type of massage, most people preferred Thai
massage, and customers tended to go less than once per month, on the weekend,
spending between 500 to 1,000 Thai baht. The three most important marketing factors
include produce and service, price and location.
104
From the review of the literature and related research, three major points can be
identified which have an impact on the learning process about the uniqueness and
identity of Thai spas as follows:
1) Factors about the uniqueness and identity of Thai spas are
outstanding. Based on the research, it can be concluded that the uniqueness of Thai
spas has been an important aspect in the process of cross-cultural learning.
2) Factors about learning from prior experience affect the learning
process of customers, especially the fundamental factor related to the perception
through the five senses: sight, taste, smell, sound and touch. The learning about the
uniqueness of Thai spas should be created in an appropriate way and considered as part
of cross-cultural learning.
3) Factors about the requirements of learning different culture processes
cause customers to select using spa services and have an effect on the requirement of
the learning processes about Thai spas in a right and appropriate way within that
society.
After studying and reviewing the literature, theory and related research, the
researcher foresees problems and supportive components in setting the objectives of the
research and setting the conceptual research as well as variables to be used in the
Research Methodology.
CHAPTER 3
METHODOLOGY
The objectives of this dissertation on the Cross-Cultural Learning Process in
Thai Spa Uniqueness and Identity for Russian Customers in Moscow City, Russian
Federation were:
1) To study the uniqueness of Thai spas in the view of Russian
customers and to study identity concepts of Thai spa entrepreneurs in Moscow City,
Russian Federation.
2) To explore the methods of creating cross-cultural learning process
about the uniqueness of Thai spa services for Russian customers in Moscow City,
Russian Federation.
3) To identify the desires for cross-cultural learning process about the
uniqueness of Thai spa services for Russian customers in Moscow City, Russian
Federation.
4) To create the cross-cultural learning process in Thai spa uniqueness
and identity for Russian customers in Moscow City, Russian Federation.
The researcher has determined the details of this study to meet the objectives
and to ensure systematic implementation by using mixed methods as follows:
1) Quantitative research and
2) Qualitative research.
3.1 Quantitative Research
3.1.1 Objectives
1) To study the uniqueness of Thai spas in the view of Russian
customers.
2) To explore the methods of creating the cross-cultural learning process
about the identity of Thai spa services for Russian customers in Moscow City, Russia
Federation.
107
3) To identify the desires for the cross-cultural learning process about
the uniqueness of Thai spa services for Russian customers in Moscow City, Russia.
3.1.2 Population
The population used in this study was 12.9 million living in Moscow City
(World Population Review, 2016).
3.1.3 Sample Size
Taro Yamane’s formula was used in this study to define the sample group
confidence level at 95% or tolerance at 5% deviation due to the large population of
12,900,000.
The formula was:
n = N/[1+(Ne2)]
When n = sample size of 12,900,000 people
N = the population of Russians in Moscow.
N = population size
e = acceptable amount of error = 0.05.
Therefore, the sample group calculation formula was:
n = N / [1+ (Ne²)]
= 12,900,000 / [1+ (12,900,000x 0.05²)]
= 399.999
The size of the samples was 400.
3.1.4 Sample Techniques
The sample size of a minimum of 400 was required to estimate the percentage,
with an error of not more than 5% at a confidence level of 95%. The researcher used a
sample size of 403, which is considered to have met the criterion, i.e. not fewer than
400 samples for evaluation and data analysis. Sampling methods were chosen for
Russian customers that come to Thai spas in Moscow City, Russian Federation. It was
based on a purposive sampling from 31 entrepreneurs with 13 from each quota
sampling. The total of 403 samples were composed of the following Thai spas in
108
Moscow City: 1) Thai Pattara Spa, 2) Colour Spa, 3) Thi Rai Spa, 4) Wai Thai, 5)
Salinee Spa, 6) Nuad Thai, 7) Thantara Spa, 8) Colour Spa/Ostozhenka, 9) Royal Thai
Spa, 10) Spa Montra, 11) Colour Spa/Minsk, 12) Thai Ways Spa, 13) Crown Thai Spa,
14) Mai Thai Spa, 15) Colour Spa/Prospekt, 16) Spa Inn, 17) Thai Lab Spa, 18) Thai
Spa Season, 19) Lee Thai Spa, 20) Tow Spa, 21) Thai Spa House, 22) Le Thai Massage
Spa, 23) Thai Spa Relax, 24) Colour Spa/New Riga, 25) The Rise Carton Spa, 26) Thai
Inn Spa, 27) Aqual Spa, 28) Asia Beauty Spa, 29) Amis Spa, 30) Garatree Spa, and 31)
Thai Agalrov Spa.
Criteria for Choosing Spas in this Research
1) Thai Spas where the owner/partner and manager has Thai nationality.
2) Thai spas that are legally registered.
3) Thai spas that have Thai decoration.
4) Thai spas with only Thai therapists.
3.1.5 Variables
3.1.5.1 Independent Variables
Variables related to the demographic profile of Russian customers in
Moscow comprised of gender, age, education, profession, income per month,
experience of Thai spas in Thailand, and experience of Thai spa services in Moscow
City (Questionnaire 1st section, questions 1.1-1.7) with a total of 7 quantitative research
questions for Russian customers using the check list scoring approach.
3.1.5.2 Dependent Variables
1) Thai spa uniqueness, 2) the methods of creating cross-cultural learning
in Thai spa uniqueness, and 3) the desires for the cross-cultural learning process in Thai
spa service uniqueness.
(1) Thai Spa Uniqueness for Russian Customers in Moscow
City was divided into two parts.
Evident Thai spa uniqueness that can be experienced through the
five senses.
A) Sight:
1) Thai-style sign at the main entrance
2) Thai-style decorations at the main entrance
3) Thai-style interior design in the main lobby
109
4) Thai-style furniture
5) Thai-style uniforms
6) Thai-style brochures
(Questionnaire, section 2, questions 2.1-2.6) with the total of 6 questions.
B) Taste:
7) Thai herbal drinks
8) Thai herbal candies
9) Thai sweets
(Questionnaire, section 2, questions 2.7-2.9) totaling three questions.
C) Smell:
10) Thai herbal scent in the main lobby
11) Thai herbal scent in the massage room
12) Thai herbal scent in drinks
13) Thai herbal scent in spa products
(Questionnaire, section 2, questions 2.10-2.13) totaling four questions
D) Sound:
14) Thai classical music
15) Greeting in Thai language, “Sawasdee”
16) Thank you in Thai language, “Kob Khun”
(Questionnaire, section 2, questions 2.14-2.16) totaling three questions
E) Touch:
17) Thai therapists
18) Thai-style massages (Royal Thai massage and Thai
traditional massage)
(Questionnaire, section 2, questions 2.17-2.18) totaling two questions
(2) Innate Thai Characteristics and Habits:
19) Thai courtesy (Wai and Wai Khru)
20) Service-minded (change clothes shoes and feet washing)
21) Friendly (smile and a warm welcome like a family
member)
(Questionnaire, section 2, questions 2.19-2.21) totaling three questions
110
These included quantitative research questionnaires on the Thai spa uniqueness,
totaling 21 questions with a nominal questionnaire. The details can be seen in the table
of theoretical and variable elements as follows:
Presentation of the Conceptual Framework for Research on Thai Spa Uniqueness Detail
Evid
ent
1) Thai-style sign at the main entrance
2) Thai-style decorations at the main entrance
3) Thai-style interior design in the main lobby
4) Thai-style furniture
5) Thai-style uniforms
6) Thai-style brochures
Sig
ht
7) Thai herbal drinks
8) Thai herbal candies
9) Thai sweets
Tast
e
10) Thai herbal scent in the main lobby
11) Thai herbal scent in the massage room
12) Thai herbal scent in drinks
13) Thai herbal scent in spa products
Sm
ell
14) Thai classical music
15) Greeting in Thai language “Sawasdee”
16) Thank you in Thai language “Kob Khun” Sou
nd
17) Thai therapists
18) Thai-style massages (Royal Thai massage and Thai traditional
massage) Tou
ch
Ha
bit
19) Thai courtesy (Wai and Wai Khru)
20) Service-minded (change clothes shoes and feet washing)
21) Friendly (smile and a warm welcome like a family member)
Figure 3.1 Presentation of the Conceptual Framework for Research in Thai Spa
Uniqueness Detail
111
Schematic Diagram of Concepts and Theories Related to Uniqueness Variables P
rin
cip
les
of
Th
ai
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Variables in quantitative
research
Objective I
Place
Sig
ht
Ev
iden
t u
niq
uen
ess
1. Thai-style sign at main entrance
Place 2. Thai-style decorations at main
entrance
Place 3. Thai-style interior design in
main lobby
Place 4. Thai-style furniture
Dress 5. Thai-style uniform
Media 6. Thai-style brochures
Thai herb
Tas
te 7. Thai herbal drinks
Food consumption 8. Thai herbal candies
Food consumption 9. Thai sweets
Thai herbs
Sm
ell
10. Thai herbal scent in main lobby
Thai herbs 11. Thai herbal scent in massage
room
Thai herbs 12. Thai herbal scent in drinks
Thai herbs 13. Thai herbal scent in spa
products
Music
So
un
d
14. Thai classical music
Natural sounds 15 Greeting in Thai language,
“Sawasdee”
Speech 16. Thank you in Thai language,
“Kob Khun”
Massage
To
uch
17. Thai therapists
18. Thai-style massages (Royal
Thai massage and Thai traditional
massage)
Th
ai
Hab
it
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iqu
enes
s
Ha
bit
19. Courtesy (Wai and Wai Khru)
Speech 20.Service-minded (change clothes
shoes and feet washing)
Speech 21. Friendly (smile and a warm
welcome like a family member)
Figure 3.2 Schematic Diagram of Concepts and Theories Related to Uniqueness
Variables
112
Elements of how to create the cross-cultural learning process by following the
steps to access Thai spa services using the guidelines in each step according to the
theories as follows:
Figure 3.3 Diagram of the Relationship in Creating a Research Tool
Research on how to create learning was done following these steps: before,
during, and after the service. Factors that could lead to learning include people, media
in spa, places, and environment and activities as per the following steps:
1st step: Before the service
Learning from people
1) Thai receptionists
Learning from media in spa
2) Thai-style brochures
Learning from place and environment
3) Thai-style furniture
4) Thai-style sign at main entrance
5) Thai herbal drinks
6) Thai herbal scent
7) Thai classical music
8) Thai interior design in the main lobby
3 steps of services
During the service
People
Media in spa
Place and environment
Activities
Before the service
After the service
4 sources of learning 3 steps of services 4 sources of learning
113
Learning from activities
9) Change clothes shoes and feet washing
(Questionnaire totaling nine questions)
2nd step: During the service
Learning from people
1) Thai therapists
Learning from media in spa
2) Thai therapists explain the techniques
Learning from place and environment
3) Thai-style interior design in the massage room
4) Thai herbal scent in the massage room
5) Thai classical music in the massage room
Learning from activities
6) Praying tribute to massage teacher (Wai Khru)
7) Royal Thai massage and Thai traditional massage
(Questionnaire totaling seven questions)
3rd step: After the service
Learning from people
1) Thai receptionist says “Kob Khun”
Learning from media in spa
2) Thai receptionist gives out document after the services
Learning from place and environment
3) Thai-style interior design in the main lobby
4) Thai classical music
5) Thai herbal drinks and candies
6) Thai sweets served
Learning from activities
7) Change clothes shoes
(Questionnaire totaling seven questions)
As illustrated above, figure 3.3 Quantitative Research has a total of 23
questions.
114
Diagram Showing Details of Transforming Conceptual Framework into
Research on the Method of Creating Cross-Cultural Learning’s
Uniqueness for Thai Spa Services
Learning from people
Thai receptionist
Learning from media in spa
Thai-style brochures
Learning from place and environment
Thai-style furniture
Thai herbal drinks
Thai herbal smell
Thai classical music
Thai interior design in main lobby
Learning from activities
Change clothes shoes and feet washing
Bef
ore
th
e s
erv
ice
Learning from people
Thai therapists
Learning from media in spa
Thai therapists explain techniques
Learning from place and environment
Thai-style interior design in the massage room
Thai herbal scent in the massage room
Thai classical music in the massage room
Learning from activities
Praying tribute to massage teacher (Wai Khru)
Royal Thai massage and Thai traditional massage
Du
rin
g t
he
serv
ice
Learning from people
Thai receptionist saying “Kob Khun”
Learning from media in spa
Thai receptionist gives out brochures after the service
Learning from place and environment
Thai-style interior design in the main lobby
Thai classical music
Thai herbal drinks and candies
Thai sweets served
Learning from activities
Change clothes shoes
Aft
er t
he
serv
ice
Figure 3.4 Diagram Showing Details of Transforming Conceptual Framework into
Research on the Method of Creating Cross-Cultural Learning’s
Uniqueness for Thai Spa Services
115
The Concept and Theories Relating to Variables in Learning Creation S
pa
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Variables in quantitative research
Method of creating cross-cultural
learning
Thai spa services
23 questions
x X x x x
Bef
ore
th
e se
rvic
e
People Thai receptionist
X x x Media in spa
Thai-style brochures
X x x Thai-style furniture
x x
Place and
environment
Thai-style sign at main entrance
x x x Thai herbal drinks
x x x Thai herbal smell
x x x Thai classical music
x x x Thai interior design in the main lobby
x x x Activities Change clothes shoes and feet washing
x x x x x
Du
ring
th
e se
rvic
e
People Thai therapists
x x x Media Thai therapists explain technique
x x x
Place and
environment
Thai-style interior design in the
massage room
x x x Thai herbal smell in the massage room
x x x Thai classical music in the massage
room
x x x
Activities
Praying tribute to massage teacher (Wai
Khru)
x x x Royal Thai massage and Thai
traditional massage
x x x x x
Aft
er
the
serv
ice
People Thai receptionist saying “Kob Khun”
x x x x Media in spa Thai receptionist gives brochures after
the service
x x x
Place and
environment
Thai-style interior design in the main
lobby
x x Thai classical music
x x x Thai herbal drinks and candies
x x x Thai sweets served
x x Activities Change clothes shoes
Figure 3.5 The Concept and Theories Relating to Variables in Learning Creation
116
3) The desires for the cross-cultural learning process about the
uniqueness of Thai spa services for Russian customers in Moscow City, Russia
Federation.
There are two factors that cause human needs for cultural
learning as follows:
(1) Tangible culture such as man-made structures and
architecture and
(2) Intangible culture abstract things such as words,
language, beliefs, traditions, and identities of humility.
Quantitative research questions on the need for the cross-cultural
learning processes in Thai spa service uniqueness were also included. Therefore, the
third objective was to address the need before, during, and after the service. This was
done by inserting a unique question into every process as shown in figure 3.6.
Figure 3.6 The Desires for the Cross-Cultural Learning Process of Thai Spa Services
Questionnaire, section 4 would be asked concurrently with section 3
Figure 3.7 The desires for cross-cultural learning process of Thai Spa
services
Total of 60 questions in the questionnaire
1st Step: Before the service
1) Learn from people
(1) Thai traditional uniforms
(2) Thai receptionist
(3) Russian receptionist
(4) Thai speaking receptionist
(5) Russian speaking receptionist
(6) English speaking receptionist
2) Learning from media in spa
Desires Processes Cross-cultural learning Desires Processes Cross-cultural learning
117
(7) Thai-style brochures
(8) Menu with Thai design
(9) Thai-style bulletin boards
(10) Demonstration of Thai herbs
3) Learning from place and environment
(11) Thai-style sign at the main entrance
(12) Russian language sign
(13) English language sign
(14) Thai language sign
(15) Thai style doors at the main entrance
(16) Thai style decoration at the main entrance
(17) Thai-style interior design in the main lobby
(18) Thai furniture
(19) Thai herbal scent in the main lobby
(20) Thai classical music
4) Learning from activities
(21) Warm welcome like a family member
(22) Friendly receptionist
(23) Receptionist takes good care of customers
(24) Thai herbal drinks
(25) Greeting in Thai language, “Sawasdee”
(26) International greeting by shaking hands
(27) Change clothes shoes and feet washing
(Questionnaire totaling 27 questions)
2nd step During the service
1) Learning from people
(1) Thai therapist
(2) Thai therapist speaks Russian
(3) Thai therapist speaks English
(4) Thai therapist wears Thai-style uniform
2) Learning from media in spa
(5) Praying tribute to massage teacher (Wai Khru)
(6) Technical information during massage
118
3) Learning from place and environment
(7) Thai-style interior design in the massage room
(8) Thai herbal scent in the massage room
(9) Thai classical music
(10) Comfortable temperature in the massage room
(11) Thai herbal smell of spa products
(12) Proper lighting in the massage room
4) Learning from activities
(13) Thai therapeutic massage
(14) Thai physical massage
(15) Thai relaxing massage
(16) Massage by hands only
(17) Massage by hands, feet, and elbows
(Questionnaire totaling 17 questions)
3rd step: After the service
1) Learning from people
(1) Need therapists bid farewell and say goodbye
(2) Need receptionists bid farewell and say goodbye
(Questionnaire, section 4, questions 4.45 -4.46 totaling two questions)
2) Learning from media in spa
(3) After service information by receptionist
(4) After service information by giving out brochures
3) Learning from place and environment
(5) Thai-style interior design in the main lobby
(6) Thai herbal scent in the main lobby
(7) Thai classical music
(8) International music
(9) Sound of water fall
(10) Proper lighting
4) Learning from activities
(11) Thank you in the Thai language, “Kob Khun”
(12) Thank you in the Russian language
(13) Thank you in the English language
119
(14) Thai sweets
(15) Thai herbal drinks and candies
(16) Change clothes shoes and bid farewell to customer
(Questionnaire totaling 16 questions)
Total quantitative research questions on cross-cultural learning process, the
requirement was 60 questions with scoring scale as the interval valuation scale. The
table of theoretical and variable elements are shown in Figure 3.7.
120
Diagram Showing Details of Transforming Conceptual Research
Framework into Study the Desires for the Cross-Cultural Learning
Process in Thai Spa Uniqueness, Part 1: Before the Service
Learning from people
Thai traditional uniforms
Thai receptionist
Russian receptionist
Thai speaking receptionist
Russian speaking receptionist
English speaking receptionist
Bef
ore
th
e se
rvic
e
Learning from media in spa
Thai-style brochures
Menu with Thai design
Thai-style bulletin boards
Thai herb products demonstration
Learning from place and environment
Thai-style sign at the main entrance
Russian language sign
English language sign
Thai language sign
Thai-style doors at the main entrance
Thai- style decoration at the main entrance
Thai-style interior design in the main lobby
Thai furniture
Thai herbal scent in the main lobby
Thai classical music
Learning from activities
A warm welcome like a family member
Friendly receptionist
Receptionist takes good care of customers
Thai herbal drinks
Greeting in Thai language, “Sawasdee”
International greeting by shaking hands
Change clothes shoes and feet washing
Figure 3.7 Diagram Showing Details of Transforming Conceptual Research
Framework into Study the Desires for the Cross-Cultural Learning
Process in Thai Spa Uniqueness, Part 1: Before the Service
121
Diagram Showing Details of Transforming Conceptual Research
Framework in to Study the Desires for the Cross-Cultural Learning
Process in Thai Spa Uniqueness, Part 2:During the Service
Learning from people
Thai therapist
Thai therapist speaks Russian
Thai therapist speaks English
Thai therapist wears Thai-style uniform
Du
rin
g t
he
serv
ice
Learning from media in spa
Praying tribute to massage teacher (Wai Khru)
Technical information during massage
Learning from place and environment
Thai- style interior design in the massage room
Thai herbal scent in the massage room.
Thai classical music
Comfortable temperature in the massage room
Thai herbal scent of spa products
Proper lighting in the massage room
Learning from activities
Thai therapeutic massage
Thai physical massage
Thai relaxing massage
Massage by hands only
Massage by hands, feet, and elbows
Figure 3.8 Diagram Showing Details of Transforming Conceptual Research
Framework in to Study the Desires for the Cross-Cultural Learning
Process in Thai Spa Uniqueness, Part 2: During the Service
122
Diagram showing details of transforming conceptual research
frameworks for Research into the desires for the Cross-Cultural
Learning Processes in Thai Spa Service Uniqueness, Part 3:After the
Service
Learning from people
Need therapist to bid farewell and say goodbye
Need receptionist to bid farewell and say goodbye
Aft
er t
he
serv
ice
Learning from media in spa
After service information by receptionist
After service information by giving out brochures
Learning from place and environment
Thai-style interior design in the main lobby
Thai herbal scent in the main lobby
Thai classical music
International music
Sound of water fall
Proper lighting
Learning from activities
Thank you in the Thai language, “Kob Khun”
Thank you in the Russian language
Thank you in the English language
Thai sweets
Thai herbal drinks and candies
Change clothes shoes and bid farewell to customers
Figure 3.9 Diagram Showing Details of Transforming Conceptual Research
Frameworks for Research into the Desires for the Cross-Cultural
Learning Processes in Thai Spa Service Uniqueness, Part 3: After the
Service
123
Figure 3.10 Diagram of Concepts and Theories Relating to Variables. Part 1, Before
the Service (27 Questions)
Sp
a bu
sin
ess
mar
ket
ing
str
ateg
ies
Su
kan
ya
Ph
ayun
gsi
n , 2
010
Mar
ket
ing
fac
tors
aff
ecti
ng t
he
sele
ctio
n o
f sp
a
serv
ices
, S
ipp
asin
i B
are
, 2
01
2
Sp
a st
yle
, T
hai
tra
dit
ion
al M
edic
ine
Inst
itu
te,
20
09
Th
ai s
pa
iden
tifi
cati
on
-Th
ai M
edic
ine
Inst
itu
te , 2
011
-Dep
artm
ent
of
Hea
lth
Pro
mo
tion,
201
3
-Pen
nap
a S
apch
aro
en,
Dr.
Su
po
t W
ong
yai
, M
rs.
Val
lee
Tu
nti
kar
n, 2
00
6
Dep
artm
ent
of
Tra
de
Neg
oti
atio
ns,
Min
istr
y o
f
Co
mm
erce
, 2
009
, P
erce
pti
on
s
-Ber
nst
ein
,19
94
-Mis
hra
,2
00
8 P
erce
pti
on
7 k
ey f
acto
rs o
f T
hai
Sp
a N
arar
at S
rila
pan
, 20
12
Ty
pes
of
cult
ure
,
Dia
na
Ken
da
ll,2
014
Ho
rto
n a
nd
Hu
nt,
19
80
Desires for learning process in
Thai spas
- Structural value theory demand
requirements
(Structure of Human Values)
Shalom H. Schwartz (Journal of
Personality and Social psychology)
1987
- Sociological culture
characteristics
(Horton and Hunt, 1980 : 60-61)
Bef
ore
th
e se
rvic
e
Ta
ng
ible
Inta
ngib
le
Learning from people
X X X X X X Thai traditional uniforms
X X X Thai receptionist
X Russian receptionist
X X X Thai speaking receptionist
X X Russian speaking receptionist
X X English speaking receptionist
Learning from media in spa
X X X X Thai-style brochures
X X X X X X Menu with Thai designs
X X X X X X Thai-style bulletin boards
X X X X X X Thai herb products demonstration
Learning from place and
environment
X X X X X X Thai-style sign at the main entrance
X Russian language sign
X English language sign
X Thai language sign
X X X X X X Thai-style doors at the main
entrance
X X X X X X Thai-style decoration at the main
entrance
X X X X X X Thai-style interior design in the
main lobby
X X X X X X Thai furniture
X X X X X X Thai herbal smell in main lobby
X X X X X Thai classical music
Learning from activities
X X X X X A warm welcome like a family
member
X X X X X Friendly receptionist
X X X X X Receptionist takes good care of
customers
X X X X X X Thai herbal drinks
X Greeting in the Thai language,
“Sawasdee”
X International greeting by shaking
hands
X X Change clothes shoes and feet
124
Figure 3.11 Diagram of Concepts and Theories Relating to Variables in Quantitative
Research, Part 2, During the Service (17 Questions)
Sp
a b
usi
nes
s m
ark
etin
g s
tra
teg
ies:
Su
kan
ya
Ph
ayun
gsi
n ,
201
0
Ma
rket
ing f
act
ors
aff
ecti
ng
th
e se
lect
ion
of
spa
serv
ices
, S
ipp
asi
ni
Ba
re,
201
2
Sp
a st
yle
, T
hai
Tra
dit
ion
al M
edic
ine
Inst
itu
te,
20
09
Th
ai s
pa
iden
tifi
cati
on
-Th
ai M
edic
ine
Inst
itu
te , 2
011
-Dep
artm
ent
of
Hea
lth
Pro
mo
tion,
201
3
-Pen
nap
a S
apch
aro
en,
Dr.
Su
po
t W
ong
yai
, M
rs.
Val
lee
Tu
nti
kar
n , 2
006
Dep
artm
ent
of
Tra
de
Neg
oti
atio
ns,
Min
istr
y o
f C
om
mer
ce
, 2
00
9,
Per
cep
tio
ns
-Ber
nst
ein
, 1
99
4
-Mis
hra
(20
08
) P
erce
pti
on
7
key
fac
tors
of
Th
ai S
pa
(Nar
arat
Sri
lap
an,
20
12
Ty
pes
of
cult
ure
,
Dia
na K
end
all
,20
14
Ho
rto
n a
nd
Hu
nt,
19
80
Desires for learning process in Thai
spas
- Structural value theory demand
requirements
(Structure of Human Values)
Shalom H. Schwartz(Journal of
Personality and Social psychology,)
1987
- Sociological culture characteristics
(Horton and Hunt, 1980 : 60-61)
Du
rin
g t
he
serv
ice
Ta
ng
ible
Inta
ngib
le
Learning from people
X X X X X Thai therapist
X X Thai therapist speaks Russian
X X Thai therapist speaks English
X X X X X X Thai therapist wears Thai style uniform
Learning from media in spa
X X Praying tribute to massage teacher (Wai
Khru)
X X X X X X Technical information during massage
Learning from place and
environment
X X X X X X Thai-style interior design in the
massage room
X X X X X X Thai herbal scent in the massage room
X X X X X X Thai classical music
X X X X X X Comfortable temperature in the
massage room
X X X X X X Thai herbal scent of spa products
X X X X X X Proper lighting in the massage room
Learning from activities
X X X X X Thai therapeutic massage
X X X X X X Thai physical massage
X X X X X X Thai relaxing massage
X X X X X X Massage by hands only
X X X X X X Massage by hands, feet, and elbows
125
Figure 3.12 Diagram of Concepts and Theories Relating to Variables. Part 3, After
the Service (16 Questions)
Sp
a bu
sin
ess
mar
ket
ing
str
ateg
ies
Su
kan
ya
Ph
ayun
gsi
n ,
201
0
Mar
ket
ing
fac
tors
aff
ecti
ng t
he
sele
ctio
n o
f sp
a
serv
ices
, S
ipp
asin
i B
are
,201
2
Sp
a S
tyle
, T
hai
Tra
dit
ion
al M
edic
ine
Inst
itu
te,
,200
9
Th
ai s
pa
iden
tifi
cati
on
-Th
ai M
edic
ine
Inst
itu
te 2
01
1
-Dep
artm
ent
of
Hea
lth
Pro
mo
tion,
201
3
-Pen
nap
a S
apch
aro
en,
Dr.
Su
po
t W
ong
yai
, M
rs.
Val
lee
Tu
nti
kar
n, 2
00
6
Dep
artm
ent
of
Tra
de
Neg
oti
atio
ns,
Min
istr
y o
f
Co
mm
erce
, 2
00
9,
Per
cep
tio
ns
-Ber
nst
ein
, 1
99
4
-Mis
hra
, 2
00
8
7 k
ey f
acto
rs o
f T
hai
Sp
a
(Nar
arat
Sri
lap
an,
20
12
Ty
pes
of
cult
ure
,
Dia
na K
end
all
,20
14
Ho
rto
n
an
d H
un
t, 1
98
0
Desires for learning process in Thai
spas
- Structural value theory demand
requirements
(Structure of Human Values)
Shalom H. Schwartz(Journal of
personality And Social Psychology)
1987
- Sociological culture characteristics
(Horton and Hunt, 1980 : 60-61)
Aft
er
the
serv
ice
the
ser
vice
Tan
gib
le
Inta
ng
ible
Learning from people
X X Need for therapist to bid farewell
and say goodbye
X X Need for receptionist to bid farewell
and say goodbye
Learning from media in spa
X X After service information by
receptionist
X X After service information by giving
out brochures
Learning from place and
environment
X X X X X X Thai-style interior design in the main
lobby
X X X X X X Thai herbal scent in the main lobby
X X X X X X Thai classical music
X X X X X X International music
X X X X X X Sound of water fall
X X X X X X Proper lighting
Learning from activities.
X X X X X Thank you in the Thai language,
“Kob Khun”
X Thank you in the Russian language
X Thank you in the English language
X X X Thai sweets
X X X X X X Thai herbal drinks and candies
X X X X X X Change clothes shoes and bid
farewell to customer
126
3.1.6 Research Instruments
A questionnaire was used in this research study. Details of the application of the
conceptual research to design reasonable questions in the questionnaire are shown in a
table.
Developing a five-point Likert scale helps the research interpret the main scores
for those questions which relied on a rating scale.
Five-Point Likert Scale ranges from 1-5 as follows:
Number 5 means - extremely satisfied - equals to 5 points
Number 4 means - very satisfied - equals to 4 points
Number 3 means - moderately satisfied - equals to 3 points
Number 2 means - slightly satisfied - equals to 2 points
Number 1 means - not at all satisfied - equals to 1 point
3.1.7 Validity and Reliability
In order to ensure the quality of the questionnaire and accuracy of the data, the
researcher also completed the following steps:
1) Submitted a draft questionnaire to the dissertation advisor for
verification and improvement and made corrections to the questionnaire according to
the professor’s suggestions.
2) Submitted the improved questionnaire to five experts to verify
content validity and analyzed index of Item-Objective Congruence (IOC) (Jennings,
2001; Sekaran, 2003).The congruence index of the questionnaire is 0.9 which is much
higher than the minimum score at 0.5.
3) Took all improved questionnaires and conducted a pilot test using 30
questionnaires with Russian guests at Natural Park Resort Jomtien Beach before
implementing them to identify the reliability using Cronbach’s Alpha Coefficient.
Nunnally (1967) pointed out that they must have a value of at least 0.7. The value of
this research is 0.82
3.1.8 Data Collection
The researcher submitted questionnaires to a total of 403 Russian customers
who experienced Thai spa services in Moscow City. Thai assistants who can speak
English and Russian and Russian people who can speak Thai and English helped by
127
asking the questions and requesting that customers fill in the questionnaires according
to the various topics.
3.1.9 Data Analysis
The data analysis in this research was processed by using the computer software,
Statistics Software for Windows (SPSS), according to the following procedures:
1) Verified the accuracy of all questionnaires.
2) Recorded the data acquired from the questionnaires in the coding
sheet of SPSS software and analyzed the data for hypothesis testing by determining
variables and analysis method according to various measurements of data related to all
of the variables to specify appropriate statistical values for processing, interpreting and
summarizing hypothesis testing, the results of the research, and the analysis of the
measurement scale. The data can be divided in the following areas:
Table 3.1 Analysis of Measurement Scale
Individual Variables Data Types of
Measurement
Characteristics of
Measurement
Part 1: Demographic Profile
1. Gender Nominal Scale 1 = Male
2 = Female
2. Age Ordinal Scale 1 = Below 20
2 = 20-40
3 = 41-60
4 = Above 60
3. Education Ordinal Scale 1 = Below a bachelor’s degree
2 = Bachelor’s degree
3 = Above a bachelor’s degree
4. Profession Nominal Scale
1 = Business owner
2 = Employee
5. Income per month Ordinal Scale 1 = Below 50,000 rubles
2 = 50,000 – 100,000 rubles
3 = 100,001 – 200,000 rubles
4 = Above 200,000 rubles
128
Table 3.1 (Continued)
Individual Variables Data Types of
Measurement
Characteristics of
Measurement
6. Experience using Thai spas in
Thailand
Nominal Scale 1 = Yes
2 = No
7. Experience using Thai spas in
Moscow City
Nominal Scale 1 = Yes
2 = No
Part 2: Thai Spa Uniqueness
Sight
2.1 Thai-style sign at the main
entrance
2.2 Thai-style decorations at the main
entrance
2.3 Thai-style interior design in the
main lobby
2.4 Thai-style furniture
2.5. Thai-style uniforms
2.6 Thai-style brochures
Nominal Scale 1 = Yes
2 = No
Taste
2.7 Thai herbal drinks
2.8 Thai herbal candies
2.9 Thai sweets
Nominal Scale 1 = Yes
2 = No
Smell
2.10 Thai herbal scent in the main
lobby
2.11 Thai herbal scent in the massage
room
2.12 Thai herbal scent in drinks
2.13 Thai herbal scent in spa products
Nominal Scale 1 = Yes
2 = No
Sound
2.14 Thai classical music
2.1.5 Greeting in the Thai language,
“Sawasdee”
Nominal Scale
1 = Yes
2 = No
129
Table 3.1 (Continued)
Individual Variables Data Types of
Measurement
Characteristics of
Measurement
2.1.6 Thank you in the Thai language,
“Kob Khun”
Touch
2.17 Thai therapists
2.18 Thai-style massages (Royal Thai
massage and Thai traditional massage)
Nominal Scale 1 = Yes
2 = No
Habit
2.19 Thai courtesy (Wai and Wai
Khru)
2.20 Thai habits of taking care of
others (change clothes shoes and feet
washing)
2.21 Friendly Thai habits (smile and a
warm welcome like a family member)
Nominal Scale 1 = Yes
2 = No
Part 3 The Methods of Creating Cross-Cultural Learning Process about the
Uniqueness of Thai Spa Services
Before the service
Learning from people
3.1 Thai receptionist
Interval Scale
Learning from media in spa
3.2 Thai-style brochures
3.3 Thai-style furniture
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
Learning from place and
environment
3.4 Thai-style sign at the main
entrance
3.5 Thai herbal drinks
3.6 Thai herbal smell
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
130
Table 3.1 (Continued)
Individual Variables Data Types of
Measurement
Characteristics of
Measurement
3.7 Thai classical music
3.8 Thai interior design in the main
lobby
Learning from activities
3.9 Change clothes shoes and feet
washing
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
During the service
Learning from people
3.10 Thai therapist
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
Learning from media in spa
3.11 Thai therapist explains technique
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
Learning from place and
environment
3.12 Thai-style interior design in the
massage room
3.13 Thai herbal scent in the massage
room
3.14 Thai classical music in the
massage room
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
Learning from activities
3.15 Praying tribute to massage
teacher (Wai Khru)
3.16 Royal Thai massage and Thai
traditional massage
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
131
Table 3.1 (Continued)
Individual Variables Data Types of
Measurement
Characteristics of
Measurement
After the service
Learning from people
3.17 Thai receptionist says “Kob
Khun”
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
Learning from media in spa
3.18 Thai receptionist gives
information after the service
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
Learning from place and
environment
3.19 Thai-style interior design in the
main lobby
3.20 Thai classical music
3.21 Thai herbal drinks and candies
3.22 Thai sweets served
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
Learning from activities
3.23 Change clothes shoes
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
Part 4: The Desires for Cross-Cultural Learning Process about the Uniqueness of
Thai Spa Services
Before the service
Learning from people
4.1 Thai traditional uniforms
4.2 Thai receptionist
4.3 Russian receptionist
4.4 Thai speaking receptionist
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
132
Table 3.1 (Continued)
Individual Variables Data Types of
Measurement
Characteristics of
Measurement
4.5 Russian speaking receptionist
4.6 English speaking receptionist
Learning from media in spa
4.7 Thai-style brochures
4.8 Menu with Thai design
4.9 Thai-style bulletin boards
4.10 Thai herb products demonstration
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
Learning from place and
environment
4.11 Thai-style sign at the main
entrance
4.12 Russian language sign
4.13 English language sign
4.14 Thai language sign
4.15 Thai-style doors at the main
entrance
4.16 Thai-style decoration at the main
entrance
4.17 Thai-style interior design in the
main lobby
4.18 Thai furniture
4.19 Thai herbal scent in the main
lobby
4.20 Thai classical music
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
Learning from activities
4.21 A warm welcome like a family
member
4.22 Friendly receptionist
4.23 Receptionist take good care of
customers
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
133
Table 3.1 (Continued)
Individual Variables Data Types of
Measurement
Characteristics of
Measurement
4.24 Thai herbal drinks
4.25 Greeting in the Thai language,
“Sawasdee”
4.26 International greeting by shaking
hands
4.27 Change clothes shoes and feet
washing
During the service
Learning from people
4.28 Thai therapist
4.29 Thai therapist speaks Russian
4.30 Thai therapist speaks English
4.31 Thai therapist wears Thai-style
uniform
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
Learning from media in spa
4.32 Praying tribute to massage
teacher (Wai Khru) )
4.33 Technical information during
massage
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
Learning from place and
environment
4.34 Thai-style interior design in the
massage room
4.35 Thai herbal scent in the massage
room
4.36 Thai classical music
4.37 Comfortable temperature in the
massage room
4.38 Thai herbal scent of spa products
4.39 Proper lighting in the massage
room
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
134
Table 3.1 (Continued)
Individual Variables Data Types of
Measurement
Characteristics of
Measurement
Learning from activities
4.40 Thai therapeutic massage
4.41 Thai physical massage
4.42 Thai relaxing massage
4.43 Massage by hands only
4.44 Massage by hands, feet, and
elbows
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
After the service
Learning from people
4.45 Need therapist to bid farewell
and say goodbye
4.46 Need receptionist to bid farewell
and say goodbye
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
Learning from media in spa
4.47 After service information by
receptionist
4.48 After service information by
giving out brochures
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
Learning from place and
environment
4.49 Thai-style interior design in the
main lobby
4.50 Thai herbal scent in the main
lobby
4.51 Thai classical music
4.52 International music
4.53 Sound of water fall
4.54 Proper lighting
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
135
Table 3.1 (Continued)
Individual Variables Data Types of
Measurement
Characteristics of
Measurement
Learning from activities
4.55 Thank you in the Thai language,
“Kob Khun”
4.56 Thank you in the Russian
language
4.57 Thank you in the English
language
4.58 Thai sweets
4.59 Thai herbal drinks and candies
4.60 Change clothes shoes and bid
farewell to customers
Interval Scale 1 = Lowest
2 = Low
3 = Moderate
4 = High
5 = Highest
Statistics used in this research are descriptive and inferential.
1) Descriptive Statistic
(1) Data about the demographic profile of Russian customers in
Moscow City included gender, educational level, professions, income, experience of
using spa services in Thailand, and experience of using spa services in Moscow City.
The researcher used frequencies and percentages to describe the results.
(2) Analysis regarding the opinions of respondents when answering
questionnaires about the methods of the cross-cultural learning about Thai spa service
uniqueness, the desires of the cross cultural learning process using the five level rating
scale of Arithmetic Mean (X ) and standard deviation (S.D.) were used to obtain the
distribution of data for analysis criteria as follows:
Mean 4.50-5.00 represented customers who had an extreme/the highest
level of awareness.
Mean 3.50-4.49 represented customers who had a moderate/high level of
awareness.
Mean 2.50-3.49 represented customers who had somewhat moderate
level of awareness.
136
Mean 1.50-2.49 represented customers who had a slight/low level of
awareness.
Mean 1.00-1.49 represented customers who had the lowest level of
awareness.
2) Inferential Statistics
In this research, inferential statistics were used to support the analysis in
order to test the hypothesis to describe the study’s results by using various analytical
techniques and testing the differences among the variables as follows:
(1) Different demographic profile of Russian customers in Moscow,
different opinions towards Thai spa uniqueness by using Chi-Square test to analyze the
differences between population based on gender, age, education, profession, income
per month, experience using Thai Spas in Thailand, and experience in using Thai Spas
in Moscow City.
(2) Different demographic profile of Russian customers in Moscow
City affected different opinions about the methods of the cross-cultural learning about
Thai spa service uniqueness. T-test statistic was used to analyze the differences
between the two groups of population based on such variables as gender, profession,
experience using Thai Spas in Thailand, and experience in using Thai Spas in Moscow
City. The F-test statistic was also used to test the differences among the population of
more than two groups. In case there were any differences, the Least Significant
Difference (LSD) which consisted of a pairwise comparison of the means used, such as
age, education, and income per month was used.
(3) Different demographic profiles of Russian customers in Moscow
City led to different opinions about the desires of the cross-cultural learning about Thai
spa service uniqueness. The T-test was used to analyze the differences between the
two groups of population in terms of gender, profession, experience using Thai Spas in
Thailand, and experiences in using Thai Spas in Moscow City. The F-test statistic was
used to test the differences of more than two groups. In case any differences were found,
the Least Significant Difference (LSD) which consisted of a pairwise comparison of
the means such as age, education, and income per month would be used with a statistical
significance level of 0.05.
137
3.2 Qualitative Research
3.2.1 Objective
To study the identity of Thai spas in the views of entrepreneurs in Moscow City,
Russia Federation.
3.2.2 Population
Thai spa entrepreneurs in Moscow City, Russia Federation.
3.2.3 Sample Groups
20 Thai spa entrepreneurs in Moscow City, Russia. The researcher selected
major data providers through purposive sampling using the following criteria:
1) Thai Spas where the owner / partner and manager has Thai
nationality.
2) Thai spas with legal registration.
3) Thai spas with Thai art and style decorations.
4) Thai spas with Thai therapists only.
3.2.4 Points to Create Interview Questions
Data structure was organized to be used efficiently in items, sub items and group
items using descriptive as well as coding-recoding procedures according to topics
supported by points and a review of the literature as seen in the illustration in figure
3.13.
Points about the context of Thai spa uniqueness were divided into sight, taste,
smell, sound, touch, and the innate Thai characteristics and habits of uniqueness.
3.2.5 Research Instrument
The instrument used in this research was especially selected for qualitative
research with semi-structured interviews which include interview guidelines and open-
ended questions. The instrument was developed by studying the paradigm and related
theories where the researcher proposed a table showing details about developing the
conceptual framework in the research based on related theories as shown in the
illustration.
138
Interview Question Guideline:
1) In your point of view, which items represent Thai Spa identity? 1)
Thai-style sign at the main entrance, 2) Thai-style decorations at the main entrance, 3)
Thai-style interior design in the main lobby, 4) Thai-style furniture, 5) Thai-style
uniforms, 6) Thai-style brochures, 7) Thai herbal drinks, 8) Thai herbal candies, 9) Thai
sweets, 10) Thai herbal scent in the main lobby, 11) Thai herbal scent in the massage
room, 12) Thai herbal scent in drinks, 13) Thai herbal scent in spa products, 14) Thai
classical music, 15) Greeting in the Thai language, “Sawasdee”, 16) Thank you in the
Thai language, “Kob Khun”, 17) Thai therapists, 18) Thai style massages (Royal Thai
massage and Thai traditional massage), 19) Courtesy (Wai and Wai Khru), 20) Service
- minded (change changing clothes shoes and feet washing), and 21) Friendly (smile
and a warm welcome like a family member).
2) Other suggestions about all aspects of the operation of Thai spas in
Moscow City
139
Figure 3.13 Diagram Illustrating Paradigm and Theories Related to Question
Variables for Identity
Fram
ew
ork
gu
ideli
nes
for
Th
ai
spa i
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tity
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Variables in qualitative research about
identity, for a total of 21 items
Place
Sig
ht
Evid
ent T
hai
iden
tity
Thai-style sign at the main entrance
Place Thai-style decorations at the main entrance
Place Thai-style interior design in the main lobby
Place Thai-style furniture
dress Thai-style uniforms
Media Thai-style brochures
Thai herb
Ta
ste
Thai herbal drinks
Food consumption Thai herbal candies
Food consumption Thai sweets
Thai herb
Sm
ell
Thai herbal scent in the main lobby
Thai herb Thai herbal scent in the massage room
Thai herb Thai herbal scent in drinks
Thai herb Thai herbal scent in spa products
Music
So
un
d Thai classical music
Natural sounds Greeting in Thai language “Sawasdee”
Speech Thank you in the Thai language ”Kob Khun”
Massage
To
uch
Thai therapists
Thai-style massages (Royal Thai massage and
Thai traditional massage)
Th
ai
iden
tity
seen
in
T
hai
hab
it
Courtesy (Wai and Wai Khru)
Speech Service-Minded (change clothes shoes and feet
washing )
Speech Friendly (smile and a warm welcome like a
family member)
140
3.2.7 Data Collection
The researcher coordinated with Thai spa entrepreneurs in Moscow City, Russia
in order to conduct in-depth interviews at a total of 20 places. The researcher had the
help of assistants who can speak both English and Russian and Russian assistants who
can speak Thai and English to record data by taking notes and asking for permission
from research subjects to record their voices.
3.2.8 Data Analysis
With regards to qualitative research, researchers used content analysis to
analyze the identity of Thai spas according to opinions of Thai spa entrepreneurs in
Moscow City towards sight, taste, smell, sound, touch, and the innate Thai
characteristics and habits of uniqueness. The analysis results from qualitative research
were arranged into a process called “Cross Cultural Learning Process about Uniqueness
and Identity in Thai spas of Russian Customers in Moscow City”. The following
describes the process taken:
1) The researcher arranged data structure obtained from interviews to be
complied and connected with data from the conceptual research, including paradigms
and theories so as to present the data in a systematical manner and to be able to analyze
the data easily.
2) Organize the data in order and present the items, sub items, and group
items using descriptive methods.
3) Make conclusions and interpret the data acquired from the interviews
according to the points of research and findings, including making comparisons of the
findings in terms of congruence and differences of data as per paradigms, theories, and
studied research.
4) Verify the data’s reliability and accuracy by presenting the data
precisely, completely, and comprehensively in accordance with data from the
interviews using a code-recode procedure as seen in the topics in illustration. After
that, researchers submitted the data to data providers for verification and confirmation
of the results of conducting the research following all procedures.
141
Table 3.2 Summary of Research Methodologies
Research Objectives Methodology Population The Sample Group
Amount
Sampling
Techniques Tools Data Analysis
1. To study the uniqueness and
identity of Thai spas for
Russian customers in Moscow
City, Russian Federation.
(Uniqueness)
Quantitative
Research
Russian
customers in
Moscow City
31 places x 13
total 403
Purposive sampling
and Quota sampling
Questionnaire
(nominal scale)
Descriptive
(Descriptive statistics
using frequency,
percentage inferential
Statistics Chi Square
Test)
(Identity)
Qualitative
Research
Thai spa
entrepreneurs in
Moscow City
20 entrepreneurs
Purposive sampling
(In-depth
interviews)
Semi-structured
open ended
interviews
Content analysis
2. To explore the methods of
creating cross-cultural learning
process about the uniqueness of
Thai spa services for Russian
customers in Moscow City,
Russian Federation
Quantitative
Research
Russian
customers in
Moscow City
31 places x 13
total 403
Purposive sampling
and Quota sampling
(Questionnaire)
Likert scale (5-
rating scale)
Descriptive statistics,
frequency,
(Percentage using
Mean and SD,
inferential Statistics,
T – test, F – test,
LSD
141
142
Table 3.2 (Continued)
Research Objectives Methodology Population The Sample Group
Amount
Sampling
Techniques Tools Data Analysis
3. To identify the desires for the
cross-cultural learning process
about the uniqueness of Thai
spa services for Russian
customers in Moscow City,
Russia Federation.
Quantitative
Research
Russian
customers in
Moscow City
31 places x 13
total 403
Purposive sampling
and Quota sampling
(Questionnaire)
Likert scale (5-
rating scale)
Descriptive statistics,
frequency,
(Percentage using
Mean and SD,
inferential statistics,
T – test, F – test,
LSD)
4. To create the cross-cultural
learning process of Thai spa
uniqueness and identity for
Russian customers in Moscow
City, Russian Federation.
Qualitative
Research
6 experts Small group
discussion
Content analysis
142
143
Table 3.3 Research Hypotheses
Research Hypotheses Variable Levels Data Analyses
1. Different demographic profile of Russian
customers in Moscow City would result in
different opinions about the uniqueness of
Thai spa.
Independent variables consisted of the demographic
profile of Russian customers in Moscow City at
Nominal and Ordinal levels.
Dependent variable consisted of Thai spa uniqueness
at the Nominal level.
Inferential statistics were used to determine the frequency
differences of the two variables.
Statistics used in the test was the Chi Square Test.
2. Different demographic profile of Russian
customers in Moscow City would result in
different opinions about the methods of
creating the cross-cultural learning
process about the uniqueness of Thai spa
services.
Independent variables consisted of the demographic
profile of Russian customers in Moscow City at the
Nominal and Ordinal levels.
Dependent variable consisted of the methods of
creating cross-cultural learning process about the
uniqueness of Thai spa services at the Interval level.
Inferential statistics were used to determine the
differences of the average of the variables.
The variable 2 groups used the T-test. Variables of more
than 2 groups used the F-test to compare differences
among the paired use of Least Significant Difference
(LSD).
3. Different demographic profile of Russian
customers in Moscow City would result in
different opinions about the desires for
cultural learning process about the
uniqueness of Thai spa services.
Independent variables were the demographic profile of
Russian customers in Moscow City at the Nominal and
Ordinal levels.
Dependent variable consisted of the desires for the
cross-cultural learning process about the uniqueness of
Thai spa services at the Interval level.
Inferential statistics were used to determine the
differences of the average of the variable.
The variable 2 groups used the T-test.
Variables of more than 2 groups used the F-test and to
compare differences among the paired use of Least
Significant Difference (LSD)
143
CHAPTER 4
RESULTS
The research methods employed by the dissertation on “The Cross-Cultural
Learning Process of Thai Spa Uniqueness and Identity for Russian Customers in
Moscow City, Russian Federation” consisted of mixed methods and included both
quantitative as well as qualitative research methods.
The data analysis was divided into seven parts as follows:
Part 1: Demographic Profile
Part 2: Thai Spa Uniqueness
Part 3: Thai Spa Identity
Part 4: The Methods of Creating Cross-Cultural Learning Process about the
Uniqueness of Thai Spa Services
Part 5: The Desires for the Cross-Cultural Learning Process about the
Uniqueness of Thai Spa Services
Part 6: Hypothesis Testing
Part 7: The Cross-Cultural Learning Process of Thai Spa Uniqueness and
Identity for Russian Customers in Moscow City, Russia Federation
Symbols for data analysis
The following symbols were used to analyze data:
represents sample size
represents mean
represents Chi-Square test statistics
represents F-test
represents significance level where = 0.05
represents standard deviation
represents the probability of rejecting null hypothesis if
represents t-test
Ruble represents the Russian currency : 1 Rub = 0.1 Thai baht or 60 Rub = 1 USD
n
X
2
F
S.D.
p
p 0.05
t
145
4.1 Part 1: Demographic Profile Analysis
Table 4.1 The Analysis of Demographic Profile was Gender, Age, Education,
Profession, Income Per month, Experience Using Thai Spas in Thailand,
and Experience Using Thai Spas in Moscow City as Shown Below
Demographic Profile Analysis
Frequency Percentage
1) Gender
Male 233 57.8
Female 170 42.2
2) Age
Below 20 years 10 2.5
20 - 40 years 132 32.8
41 - 60 years 198 49.1
Above 60 years 63 15.6
3) Education
Below a bachelor's degree 133 33
Bachelor's degree 230 57.1
Above a bachelor's degree 40 9.9
4) Profession
Business owner 224 55.6
Employee 179 44.4
5) Income per month
Below 50,000 rubles 33 8.2
50,000-100,00 rubles 128 31.8
100,001-200,000 rubles 175 43.4
Above 200,000 rubles 67 16.6
6) Experience in using Thai spas in Thailand
Yes 68 16.9
No 335 83.1
146
Table 4.1 (Continued)
Demographic Profile Analysis
Frequency Percentage
7) Experience in using Thai spas in Moscow City
Yes 112 27.8
No 291 72.2
Total 403 100
Table 4.1 reveals that males made up the majority of the sample group with 233
people (57.8 % of the total respondents). The remaining 170 people were females (42.2
% of the total respondents). In terms of the respondents’ age, 198 people were between
the ages of 41and 60 years (49.1% of the total respondents). This was followed by
respondents in the following age groups: 20-40 years at 132 people (32.8%), above 60
years at 63 people (15.60%), and the smallest group was below 20 years at 10 people
(2.50%). It is clear that adults between 20-40 years of age are the main customers of
spas in Moscow City.
Turning to the respondents’ levels of education, 57.01% hold a bachelor’s
degree (230 people) followed by 33.0% of the respondents who had less than a
bachelor’s degree (133 people), and the smallest group, 9.90%, had an educational
level that is above a bachelor’s degree (40 people).
When examining respondents’ occupations, the data revealed that the majority
are business owners at 24 people, (55.6%), and the remaining were employees at 179
people (4 4 . 4 % ). As for the level of income per month, the vast majority of the
respondents earned between 100,001-200,000 rubles at 175 people (43.4%), followed
by 50,000-100,000 rubles at 128 people (31.8%), higher than 200,000 rubles at 67
people (16.6%), and the smallest group was those who earn lower than 50,000 rubles
at 33 people (8.2%). Given that a spa treatment is not cheap, most of the customers
would have to have sufficient income to pay for such luxuries.
Lastly, it can be seen that almost all of the respondents, or 83.1%, have never
had any prior experience using Thai spas in Thailand. The remaining had some
experience using Thai Spas in Thailand (16.9%). However, for those users in Moscow
147
City, the majority, or 72.2%, used Thai spas for the very first time in Moscow City, and
the rest had no experience in using Thai spas in Moscow City (27.8%). Hence, the data
shows that quite a significant number of people have never been to a Thai spa or tried
any types of services at Thai spas, both in Thailand and in Moscow City.
4.2 Part 2: Thai Spa Uniqueness
The results of the analysis of Thai spa uniqueness in the aspect of sight, taste,
smell, sound, touch, and innate Thai characteristics and habits according to the opinions
of Russian customers in Moscow City are shown in tables 4.2 to 4.7.
Table 4.2 Frequency and Percentage of the Respondents Classified by Opinions on
Uniqueness in the Aspect of Sight
Factor
Yes
Frequency
(Percentage)
No
Frequency
(Percentage)
Total
(Percentage)
1) Thai-style sign at main entrance 278
(69.0%)
125
(31.0%)
403
(100.0%)
2) Thai-style decorations at main
entrance
255
(63.3%)
148
(36.7%)
403
(100.0%)
3) Thai-style interior design in main
lobby
286
(71.0%)
117
(29.0%)
403
(100.0%)
4) Thai-style furniture 133
(33.0%)
270
(67.0%)
403
(100.0%)
5) Thai-style uniforms 276
(68.5%)
127
(31.5%)
403
(100.0%)
6) Thai-style brochures 269
(66.7%)
134
(33.3%)
403
(100.0%)
From table 4.2, it was found that the opinions of the sample group on uniqueness
in the aspect of sight were the highest with Thai-style interior design in the main lobby
at 286 people (71.00%), followed by Thai-style sign at main entrance at 278 people
148
(69.00%), Thai-style uniforms at 276 people (68.50%), Thai-style brochures at 269
people (66.7%), Thai-style decorations at main entrance at 255 people (63.30 %), and
Thai-style furniture at 133 people (33.00%).
Table 4.3 Frequency and Percentage of the Respondents Classified by Opinions on
Uniqueness in the Aspect of Taste
Factor
Yes
Frequency
(Percentage)
No
Frequency
(Percentage)
Total
(Percentage)
1) Thai herbal drinks 287
(71.2%)
116
(28.89%)
403
(100.0%)
2) Thai herbal candies 278
(69.0%)
125
(31.0%)
403
(100.0%)
3) Thai sweets 148
(36.7%)
255
(63.3%)
403
(100.0%)
From table 4.3, it was found that the opinions of the sample group on uniqueness
in the aspect of taste were the highest with Thai herbal drinks at 287 people (71.20%),
followed by Thai herbal candies at 278 people (69.00%), and Thai sweets at 148 people
(36.70 %).
Table 4.4 Frequency and Percentage of the Respondents Classified by Opinions on
Uniqueness in the Aspect of Scent
Factor
Yes
Frequency
(Percentage)
No
Frequency
(Percentage)
Total
(Percentage)
1) Thai herbal scent in the main lobby 278
(69.0%)
125
(31.0%)
403
(100.0%)
2) Thai herbal scent in the massage room 281
(69.7%)
122
(30.3%)
403
(100.0%)
3) Thai herbal scent in drinks 277
(68.7%)
126
(31.3%)
403
(100.0%)
4) Thai herbal scent in spa products 279
(69.2%)
124
(30.8%)
403
(100.0%)
149
From table 4.4, it was found that the opinions of the sample group on uniqueness
in the aspect of Thai herbal scent in the massage room were the highest at 281 people
(69.70 %), followed by Thai herbal scent in spa products at 279 people (69.20%), Thai
herbal scent in the main lobby at 278 people (69.00%), and Thai herbal scent in drinks
at 277 people (68.70%).
Table 4.5 Frequency and Percentage of the Respondents Classified by Opinions on
Uniqueness in the Aspect of Sound
Factor
Yes
Frequency
(Percentage)
No
Frequency
(Percentage)
Total
(Percentage)
1) Thai classical music 277
(68.7%)
126
(31.3%)
403
(100.0%)
2) Greetings in the Thai language,
“Sawasdee”
276
(68.5%)
127
(31.5%)
403
(100.0%)
3) Thank you in the Thai language,
“Kob Khun”
273
(67.7%)
130
(32.3%)
403
(100.0%)
From table 4.5, it was found that the opinions of the sample group on uniqueness
in the aspect of sound in the massage room regarding the playing of Thai classical music
were the highest at 277 people (68.70%), followed by greetings in the Thai language,
“Sawasdee”, at 276 people (68.50%), and saying “thank you” in the Thai language,
“Kob Khun”, at 273 people (67.70%).
150
Table 4.6 Frequency and Percentage of the Respondents Classified by Opinions on
Uniqueness in the Aspect of Touch
Factor
Yes
Frequency
(Percentage)
No
Frequency
(Percentage)
Total
(Percentage)
1) Thai therapists 287
(71.2%)
116
(28.8%)
403
(100.0%)
2) Thai-style massages (Royal Thai
massage and Thai traditional massage)
286
(71.0%)
117
(29.0%)
403
(100.0%)
From table 4.6, it was found that the opinions of the sample group on uniqueness
in the aspect of touch were Thai therapists at 287 people (71.20%), and Thai-style
massage (Royal Thai massage and Thai traditional massage) at 286 people (71.00 %).
Table 4.7 Frequency and Percentage of the Respondents Classified by Opinions on
Uniqueness in the Aspect of the Innate Thai Characteristics and Habits of
Uniqueness
Factor
Yes
Frequency
(Percentage)
No
Frequency
(Percentage)
Total
(Percentage)
1) Thai courtesy (Wai and Wai Khru) 286
(71.0%)
117
(29.0%)
403
(100.0%)
2) Thai habit of being service-minded
(customers change clothes shoes and feet
washing)
285
(70.7%)
118
(29.3%)
403
(100.0%)
3) Friendly Thai habit (smile and a warm
welcome like a family member)
288
(71.5%)
115
(28.5%)
403
(100.0%)
From table 4.7, it was found that the opinions of the sample group on uniqueness
in the aspect of the innate Thai characteristics and habits in terms of their friendliness
(smile and a warm welcome like a family member) at 288 people (71.50%), followed
151
by Thai courtesy (Wai and Wai Khru) at 286 people (71.00%), and the Thai habit of
taking care of others (change clothes shoes and feet washing) at 285 people (70.70 %).
4.3 Part 3: Thai Spa Identity
This part is to study identity concept for Thai Spa entrepreneurs by in-depth
interviewing 20 places in Moscow City. The researcher selected major data providers
through purposive sampling using the following criteria: 1) Thai Spa where the
owner/partner or manager has Thai nationality, 2) Thai spas that are legally registered,
3) Thai spas that have Thai decoration, 4) Thai spas with only Thai therapists, and 5)
Thai spas that consented to provide data for this research.
The name of 20 Thai Spa entrepreneurs.
S1 = THAI PATTARA SPA
S2 = 7 COLOUR SPA
S3 = TAIRAI SPA
S4 = LIFE SPA
S5 = SALINEE SPA
S6 = NUAD THAI
S7 = THANTARA SPA
S8 = WAI THAI
S9 = THAI AGALAROV SPA
S10 = SPA MONTRA
S11 = GARATREE SPA
S12 = LE THAI MASSAGE SPAT
S13 = ROYAL THAI SPA
S14 = THAI LAB SPA
S15 = THAI INN SPA
S16 = MAI THAI SPA
S17 = CROWN THAI SPA
S18 = AMNIS SPA
S19 = THAI SPA SEASON
S20 = LEE THAI SPA
The Analysis and Check List of In-Depth Interview 20 Entrepreneurs about Thai Spa Identity
Table 4.8 Summary of Synthesized Data on Thai Spa Identity from the Perspective of 20 Entrepreneurs
Description
1.T
HA
I P
AT
TA
RA
SP
A
2.S
EV
EN
CO
LO
UR
SP
A
3.T
AIR
AI
SP
A
4.L
IFE
SP
A
5.S
AL
INE
E S
PA
6.
NU
AD
TH
AI
7 T
HA
NT
AR
A S
PA
8.
Wai
Th
ai
9.
TH
AI
AG
AL
AR
OV
SP
A
10
. S
PA
MO
NT
RA
11
. G
AR
AT
RE
E S
PA
12
.
LE
TH
AI
MA
SS
AG
E &
SP
A
13
. R
OY
AL
TH
AI
SP
A
14
. T
HA
I L
AB
SP
A
15
. T
HA
I IN
N S
PA
16
. M
ai T
hai
Sp
a
17
. C
RO
WN
TH
AI
SP
A
18
. A
MN
IS S
PA
19
..TH
AI
SP
A S
EA
SO
N
20
..LE
E T
HA
I S
PA
Total
Sight
1) Thai-style sign at the main entrance √ √ x √ √ √ √ √ √ √ √ √ √ √ x √ √ √ √ √ 18
2) Thai-style decorations at the main entrance √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 20
3) Thai-style interior design in the main lobby √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 20
4) Thai-style furniture √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 17
5) Thai-style uniforms √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 20
6) Thai-style brochures √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 20
Taste
7) Thai herbal drinks √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 20
8) Thai herbal candies √ x x x x x x x √ √ √ √ √ √ √ √ √ √ √ √ 13
9) Thai sweets √ √ x √ √ √ x x √ √ √ √ √ √ √ √ √ √ √ √ 17
Scent
10) Thai herbal scent in the main lobby √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 20
11) Thai herbal scent in the massage room √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 20
12) Thai herbal scent in drinks √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 20
13) Thai herbal scent in spa products √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 20
152
153
Table 4.8 (Continued)
Description
1.T
HA
I P
AT
TA
RA
SP
A
2.S
EV
EN
CO
LO
UR
SP
A
3.T
AIR
AI
SP
A
4.L
IFE
SP
A
5.S
AL
INE
E S
PA
6.
NU
AD
TH
AI
7 T
HA
NT
AR
A S
PA
8.
Wai
Th
ai
9.
TH
AI
AG
AL
AR
OV
SP
A
10
. S
PA
MO
NT
RA
11
. G
AR
AT
RE
E S
PA
12
.
LE
TH
AI
MA
SS
AG
E &
SP
A
13
. R
OY
AL
TH
AI
SP
A
14
. T
HA
I L
AB
SP
A
15
. T
HA
I IN
N S
PA
16
. M
ai T
hai
Sp
a
17
. C
RO
WN
TH
AI
SP
A
18
. A
MN
IS S
PA
19
..TH
AI
SP
A S
EA
SO
N
20
..LE
E T
HA
I S
PA
Total
Sound
14) Thai classical music √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 20
15) Greeting in Thai language, “Sawasdee” √ √ √ √ x √ √ x √ √ x √ √ x √ √ x √ √ √ 15
16) Thank you in Thai language, “Kob Khun” √ √ √ √ √ x √ √ x √ √ √ √ √ x x x √ √ x 14
Touch
17) Thai therapists √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 20
18) Thai-style massages (Royal Thai massage and
Thai traditional massage) √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 20
Innate Thai characteristics and habits of uniqueness
19) Thai courtesy (Wai and Wai Khru) √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 20
20) Thai habit of being service-minded (change
clothes shoes and feet washing) √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 20
21) Friendly Thai habit (smile and a warm
welcome like a family member) √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 20
153
154
Table 4.9 Content Analysis of Thai Spa Identity for Russian Customers in Moscow
City
Factor Thai Spa Identity
1) Sight Most Thai spa entrepreneurs view that the visual identity of
Thai spas should be composed of various factors that can be
tangible reflections of the identity. Thus, the important parts
have been designed with this point in mind. For instance, the
decoration of the spa reception area and spa signs using
pictures, drawings, text messages letters, and decorative items
showing Thainess that can create a positive customer perception
when using spa services. In addition, these elements help
customers to differentiate Thai spas from other types of spas.
The other important part is the uniform of spa staff and the
receptionist who provide services to customers within the spa.
The uniforms worn can be a Thai national costume or Thai
clothes or dress printed with Thai traditional design.
Furthermore, a selection of furniture or Thai traditional
furniture can be referred to as Thai identity in Thai spa
business.
2) Taste Taste identity or taste in the Thai spa businesses is an
enhancement to existing services. Entrepreneurs most likely
agree that serving customers with Thai sweets and Thai herbal
drinks reflect the Thai identity. In particular, Thai sweets that
were tasted by customers and the aromatic scent used in the spa
have been mentioned by customers.
3) Smell Smell identity of the Thai spa is from herbal aromatic scents as
a part of the massage or used in spa products, such as a herbal
compress, or is known Thai as “luk-pra-kob”. These items
obviously show Thai identity through their nice, refreshing, and
relaxing scents. It can be noticeable that to create the identity of
the Thai spa business in terms of smell, the focus should most
likely be on the spa lobby and massage rooms where herbal or
flower aroma are used to set the atmosphere and create a
relaxing environment.
155
Table 4.9 (Continued)
Factor Thai Spa Identity
4) Sound Spa entrepreneurs most likely agree that Thai instrumental
songs or music played in the spa are an important identity of
the Thai spa business. Thai songs or Thai instrumental music
play an important role in spas to create a dramatic first
impression and atmosphere and customers can recognize that
they are Thai songs.
With regards to the voice or language used for communication,
it is agreed that the English language plays an integral role in
the communication between spa staff and customers.
Alternatively, spa staff can also have a good command of the
Russian language. In terms of the Thai language, the greeting
words like “Sawasdee”, “Yin-dee-ton-rab” (welcome), and
“Kob khun” (thank you) are types of linguistic identities
perceived by customers, but they are commonly used as a part
of the service provided rather than for purely communication
purposes.
5) Touch Touch identity focuses on massage services in terms of types of
massage and the deep static and rhythmic pressures of the
massage giver that is considered as an identity of the Thai spa.
However, the types of Thai massages (Royal and Thai Traditional
massage) can better and obviously define the identity of Thai spa
since the types, the process of before, during, and after the
massage, massage postures and pressures can highlight Thai
identity that is different from other types of massages from other
countries.
6) Thai identity seen in
the innate Thai
characteristics and
habits of uniqueness
The innate characteristics of the Thai people that reflect an
important identity is humbleness which can be seen though Thai
manners in hospitality, communication (providing information
and service) and massage services in a friendly manner. Friendly
services can contribute to customers’ comfort and relaxation. It is
most likely agreed that the innate characteristics or behaviors of
the Thai people reflect another important Thai identity which the
smile is. This particular trait is widely known among Russian
customers.
156
4.4 Part 4: The Methods of Creating Cross-Cultural Learning Process
about the Uniqueness of Thai Spa Services
The methods to create cross-cultural learning in Thai spa uniqueness according
to the three steps, before, during, and after the service were analyzed through four
sources of learning: people, media in spa, place and environment, and activities
according to the opinions of Russian customers in Moscow City as shown in tables
4.10 and 4.13.
Table 4.10 The Opinions of Respondents Towards the Methods to Create Cross-
Cultural Learning in Thai Spa Uniqueness before the Service
Factor X SD Interpretation
Learning from People 4.01 .420
1) Thai receptionist 4.01 .420 High
Learning from Media in Spas 4.10 .506
2) Thai-style brochures 4.10 .506 High
Learning from Place and Environment 3.99 .518
3) Thai-style furniture 2.16 .508 Low
4) Thai-style sign at the main entrance 4.71 .607 Highest
5) Thai herbal drinks 4.02 .426 High
6) Thai herbal scent 4.11 .513 High
7) Thai classical music 4.10 .502 High
8) Thai interior design in the main lobby 4.82 .556 Highest
Learning from Activities 4.99 .121
9) Change clothes shoes and feet washing 4.99 .121 Highest
Overall 4.32 .397 High
Table 4.10, in general, shows that the sample groups had high levels of opinions
(X= 4.32) towards the methods to create cross-cultural learning about uniqueness in
Thai spa services before the process of cross-cultural learning. When examining each
source of knowledge, it was found that the sample groups had the following levels of
157
opinions towards the methods used to create cross-cultural learning about uniqueness
in Thai spa services before the process of cross-cultural learning in the following
ranges:
Learning from people (X= 4.01)
Thai receptionist at a high level (X= 4.01)
Learning from media in spas (X= 4.10)
Thai-style brochures at a high level (X= 4.10).
Learning from place and environment (X= 3.99)
Thai interior design in the main lobby at the highest level (X= 4.82), followed
by Thai-style sign at the main entrance at the highest level (X= 4.71), Thai herbal scent
at a high level (X= 4.11), Thai classical music at a high level (X= 4.10), and Thai herbal
drinks at a high level (X= 4.02).
Learning from activities (X=4.99)
Change clothes shoes and feet washing at the highest level ( X= 4.99).
Table 4.11 The Opinions of Respondents Towards the Methods to Create Cross-
Cultural Learning in Thai Spa Uniqueness During the Service
Factor X SD Interpretation
Learning from People 4.98 .140
1) Thai therapists 4.98 .140 Highest
Learning from Media in Spas 4.84 .364
2) Thai therapists explain their techniques 4.84 .364 Highest
Learning from Place and Environment 4.65 .554
3) Thai-style interior design in the massage room 4.89 .448 Highest
4) Thai classical music in the massage room 4.64 .574 Highest
5) Thai classical music in the massage room 4.43 .640 High
Learning from Activities 4.99 .121
6) Praying tribute to massage teacher (Wai Khru) 4.99 .121 Highest
7) Royal Thai massage and Thai traditional massage 4.99 .121 Highest
Overall 4.79 .227 Highest
158
Table 4.11, in general, shows that the sample groups had the highest levels (X=
4 . 7 9 ) of opinions towards the methods to create cross-cultural learning about
uniqueness in Thai spa services during the process of cross-cultural learning. In
considering each source of knowledge, it was found that the sample groups had the
following levels of opinions towards the methods to create a cross-cultural learning
about uniqueness in Thai spa services during the process of cross-cultural learning in
the following ranges:
Learning from People (X= 4.98)
Thai therapists at the highest level (X= 4.98)
Learning from Media in Spas (X= 4.84)
Thai therapists explain technique at the highest level (X= 4.84).
Learning from Place and Environment (X= 4.65)
Thai-style interior design in the massage room at the highest level (X= 4.89),
followed by Thai classical music in the massage room at the highest level (X= 4.64)
and Thai classical music in massage room at a high level (X= 4.43).
Learning from Activities (X= 4.99)
Praying tribute to massage teacher (Wai Khru) and Royal Thai massage and
Thai traditional massage both are at the highest level (X= 4.99).
Table 4.12 The Opinions of Respondents Towards the Methods to Create Cross-
Cultural Learning in Thai Spa Uniqueness After the Service
Factor X SD Interpretation
Learning from People 4.03 .437
1) Thai receptionist says “Kob Khun” 4.03 .437 High
Learning from Media in Spas 4.13 .521
2) Thai receptionist gives brochures after the service 4.13 .521 High
Learning from Place and Environment 4.80 .569
3) Thai-style interior design in the main lobby 4.80 .572 Highest
4) Thai classical music 4.80 .566 Highest
159
Table 4.12 (Continued)
Factor X SD Interpretation
Learning from Activities 4.12 .568
5) Thai herbal drinks and candies 4.79 .568 Highest
6) Thai sweets served 2.78 .569 Moderate
7) Change clothes shoes 4.80 .568 Highest
Overall 4.70 .188 Highest
Table 4 . 1 2 shows that the sample groups had the highest level (X = 4 . 7 0 ) of
opinions towards the methods to create cross-cultural learning about uniqueness in Thai
spa services after the process of the cross-cultural learning. In considering each source
of knowledge, it was found that the sample groups had the following levels of opinion
towards the methods to create cross-cultural learning about uniqueness in Thai spa
services after the process of cross-cultural learning in the following ranges:
Learning from People (X= 4.03)
Thai receptionist says “Kob Khun” at a high level (X= 4.03)
Learning from Media in Spas (X= 4.13)
Thai receptionist gives brochures after the services at a high level (X= 4.13)
Learning from Place and Environment (X= 4.80)
Thai-style interior design in the main lobby and Thai classical music at the same
highest level (X= 4.80)
Learning from Activities (X= 4.12)
Change clothes shoes at the highest level ( X= 4.80), Thai herbal drinks and
candies at the highest level ( X= 4.79), and Thai sweets served at the lowest level ( X=
2.78).
160
Table 4.13 The Overall Opinions of Respondents Towards the Methods to Create
Cross-Cultural Learning in Thai Spa Uniqueness in Thai Spa Services in
Three Steps
The Process of the Service X SD Interpretation
Before the service 4.32 .397 High
During the service 4.79 .227 Highest
After the service 4.70 .188 Highest
Overall 4.53 .393 Highest
Table 4.13, in general, shows that the sample groups had the highest levels of
opinions ( X = 4 . 5 3 ) towards the methods to create cross-cultural learning about
uniqueness in Thai spa services. In considering each source of knowledge, it was found
that the sample groups had the following levels of opinions towards the methods to
create a cross-cultural learning about uniqueness in Thai spa services: the highest level
( X= 4.79) during the service of cross-cultural process, followed by the highest level (
X= 4.70) after the service of cross-cultural process, and a high level ( X= 4.32) before
the service of cross-cultural learning.
4.5 Part 5: The Desires for the Cross-Cultural Learning Process about the
Uniqueness of Thai Spa Services
The results of the analysis of the desires for the cross-cultural learning process
about uniqueness in Thai spa services according to the process, before, during, and after
services, were conducted through four learning sources: people, media in spas, place
and environment, and activities according to the opinions of Russian customers in
Moscow City as shown in tables 4.14 and 4.17.
161
Table 4.14 The Opinions of Respondents Towards the Desires to Create Cross-
Cultural Learning in Thai Spa Uniqueness before the Service
Factor X SD Interpretation
Learning from People 3.10 .603 Moderate
1) Thai traditional uniforms 1.52 .856 Low
2) Thai receptionist 1.39 .749 Lowest
3) Russian receptionist 4.96 .190 Highest
4) Thai speaking receptionist 1.86 .688 Low
5) Russian speaking receptionist 4.96 .190 Highest
6) English speaking receptionist 3.92 .948 High
Learning from Media in Spas 4.56 .755 Highest
7) Thai-style brochures 4.69 .625 Highest
8) Menu with Thai designs 4.58 .639 Highest
9) Thai-style bulletin boards 4.49 .871 High
10) Thai herb products demonstration 4.49 .871 High
Learning from Place and Environment 3.52 .516 High
11) Thai-style sign at the main entrance 4.08 .497 High
12) Russian language sign 4.24 .435 High
13) English language sign 2.32 .607 Low
14) Thai language sign 2.16 .669 Low
15) Thai-style doors at the main entrance 4.08 .492 High
16) Thai style decoration at the main entrance 4.09 .494 High
17) Thai-style interior design in the main lobby 4.09 .494 High
18) Thai furniture 2.01 .494 Low
19) Thai herbal scent in the main lobby 4.09 .494 High
20) Thai classical music 4.08 .492 High
Learning from Activities 4.42 .337 High
21) A warm welcome like a family member 4.99 .099 Highest
162
Table 4.14 (Continued)
Factor X SD Interpretation
22) Friendly receptionist 4.74 .437 Highest
23) Receptionist takes good care of customers 4.74 .438 Highest
24) Thai herbal drinks served to customers 4.75 .432 Highest
25) Greeting in Thai language, “Sawasdee” 4.75 .432 Highest
26) International greeting by shaking hands 2.01 .099 Low
27) Change clothes shoes and feet washing 4.99 .086 Highest
Overall 3.91 .356 High
Table 4.14 shows that the sample groups had the following levels of opinions
towards the desire for the process of cross-cultural learning about uniqueness in Thai
spa services before the process of cross-cultural learning. In considering each source of
knowledge, the following was found:
The desires of the sample groups for learning from people: Russian receptionist
and Russian speaking receptionist both were at the highest level ( X= 4.96), and Thai
receptionist was at the lowest level (X= 1.39).
The desires of the sample groups for learning through media in spas such as
Thai-style brochures and menu with Thai designs were both at the same highest level (
X= 4.58).
As for the desires of the sample groups to learn through place and environment,
Russian language sign at the highest level (X= 4.24), Thai-style interior design in main
lobby were at the highest level (X= 4.09), and Thai language sign was at a low level (X
= 2.16)
The desires of the sample groups for learning through activities: A warm
welcome like a family member, change clothes shoes and feet washing were all at the
highest level (X= 4.99), and Thai furniture and international greeting by shaking hands
were at a low level (X= 2.01).
163
Table 4.15 The Mean, Standard Deviation, and Interpretation of Respondents’
Opinions Towards the Desires for the Process of Cross-Cultural Learning
in Thai Spa Uniqueness During the Process of Service
Factor X SD Interpretation
Learning from People 4.52 .363 Highest
1) Thai therapist 4.99 .099 Highest
2) Thai therapist speaks Russian 4.25 .432 High
3) Thai therapist speaks English 4.09 .491 High
4) Thai therapist wear Thai-style uniform 4.75 .432 High
Learning from Media in Spas 4.58 .245 Highest
5) Praying tribute to massage teacher (Wai Khru) 4.99 .111 Highest
6) Technical information during massage 4.17 .379 High
Learning from Place and Environment 3.93 .424 High
7) Thai style interior design in the massage room 4.08 .492 High
8) Thai herbal scent in the massage room 4.08 .489 High
9) Thai classical music 2.01 .121 Low
10) Comfortable temperature in the massage
room 3.92
.275 High
11) Thai herbal scent of spa products 4.84 .549 Highest
12) Proper lighting in the massage room 4.67 .620 Highest
Learning from Activities 4.99 .104 Highest
13) Thai therapeutic massage 4.99 .086 Highest
14) Thai physical massage 4.99 .121 Highest
15) Thai relaxing massage 4.99 .099 Highest
16) Massage by hands only 4.99 .086 Highest
17) Massage by hands, feet, and elbows 4.99 .131 Highest
Overall 4.45 .157 High
Table 4.15 shows that the sample groups had the following levels of opinions
towards the desires for the process of cross-cultural learning about uniqueness in Thai
spa services during the process of cross-cultural learning. In considering each source
of knowledge, the following was found:
164
The desires of the sample groups through learning from people
Thai therapist was at the highest level ( X= 4.99)
The desires of the sample groups through learning from media in spas
Praying tribute to massage teacher (Wai Khru) was at the highest level
(X= 4.99)
The desires of the sample groups through learning from place and environment
Thai herbal scent of spa products was at the highest level (X= 4.84)
The desires of the sample groups through learning from activities
All factors were at the same highest level (X= 4.99).
Table 4.16 The Mean, Standard Deviation, and Interpretation of Respondents’
Opinions Towards the Desires for the Process of Cross-Cultural in
Thai Spa Uniqueness after the Process of Service
Factor X SD Interpretation
Learning from People 2.85 .654 Moderate
1) Need therapist to bid farewell and say “goodbye” 1.05 .227 Lowest
2) Need receptionist to bid farewell and say
“goodbye” 4.65
1.081 Highest
Learning from Media in Spas 3.43 .664 Moderate
3) After services information from the receptionist 2.11 .504 Low
4) After services information by giving out
brochures
4.75 .824 Highest
Learning from Place and Environment 4.18 .818 High
5) Thai-style interior design in the main lobby 4.58 .812 Highest
6) Thai herbal scent in the main lobby 4.75 .824 Highest
7) Thai classical music 4.09 .494 High
8) International music 2.50 1.118 Moderate
9) Sound of water fall 4.58 .824 Highest
10) Proper lighting 4.58 .824 Highest
Learning from Activities 3.77 .272 High
11) Thank you in the Thai language, “Kob Khun” 4.51 1.091 Highest
165
Table 4.16 (Continued)
Factor X SD Interpretation
12) Thank you in the Russian language 4.99 .099 Highest
13) Thank you in the English language 1.82 0.52 Low
14) Thai sweets 1.34 .744 Lowest
15) Thai herbal drinks and candies 4.98 .131 Highest
16) Change clothes shoes
and bid farewell to customers
4.98 .140 Highest
Overall 3.68 .385 High
Table 4.16 shows that, after the service, the sample groups had the following
levels of opinions towards the desires for the process of cross-cultural learning about
uniqueness in Thai spa:
The desires of the sample groups for learning from people
Desire for the receptionist to say farewell and say goodbye were at the
highest level (X= 4.65), and desire for the therapist to bid farewell and say goodbye
were at the lowest level (X= 1.05).
The desires of the sample groups for learning from media in spa
After service information given out in the form of brochures was at the
highest level (X= 4.75), and after service information from the receptionist was at the
lowest level (X=2.11).
The desires of the sample groups for learning from place and environment
Thai herbal scent in the main lobby was at the highest level ( X= 4.75),
and international music was at a moderate level (X= 2.50).
The desires of the sample groups for learning from activities
Thank you in the Russian language was at the highest level ( X=4.99),
and Thai sweets were at the lowest level (X= 1.34).
166
Table 4.17 The Mean, Standard Deviation, and Interpretation of Respondents’
Opinions Towards the Desires of Cross-Cultural Learning in Thai Spa
Uniqueness before, During, and after the Process of Learning
Desire for Cross-Cultural Learning in Thai Spa
Uniqueness X SD Interpretation
Before the process of service 3.91 .356 High
During the process of service 4.45 .157 High
After the process of service 3.68 .385 High
Overall 4.01 0.27 High
Table 4.17 shows that, in general, the sample groups had high level levels (X=
4.01) of opinions towards the process of cross-cultural learning about uniqueness in
Thai spa services. In considering the procedures of service before, during, and after
the process of learning, it was found that the sample groups had high levels of opinions
towards the desires during every procedure of the process of cross-cultural learning
about uniqueness in Thai spa services. The highest level ( X= 4.45) was found during
the service.
4.6 Part 6 Hypothesis Testing
4.6.1 Hypothesis 1
The Sample with Different Demographic Profile had Different Opinions
Towards Thai Spa Uniqueness
Table 4.18 Comparison of Opinions Towards Thai Spa Uniqueness Classified by
Gender
Factor P-value Interpretation
Sight
1) Thai-style sign at the main entrance 2.178 .536 Indifferent
2) Thai-style decorations at the main entrance 2.508 .113 Indifferent
3) Thai-style interior design in the main lobby .091 .763 Indifferent
2
167
Table 4.18 (Continued)
Factor P-value Interpretation
4) Thai-style furniture 6.179 .103 Indifferent
5) Thai-style uniforms 1.947 .163 Indifferent
6) Thai-style brochures 3.641 .056 Indifferent
Taste
7) Thai herbal drinks 2.564 .109 Indifferent
8) Thai herbal candies 0.003 .953 Indifferent
9) Thai sweets 0.289 .591 Indifferent
Scent
10) Thai herbal scent in the main lobby. .077 .782 Indifferent
11) Thai herbal scent in the massage room .014 .906 Indifferent
12) Thai herbal scent in drinks. .001 .974 Indifferent
13) Thai herbal scent in spa products .023 .880 Indifferent
Sound
14) Thai classical music 2.221 .136 Indifferent
15) Greeting in the Thai language, “Sawasdee” 1.464 .226 Indifferent
16) Thank you in the Thai language, “Kob Khun” 1.284 .733 Indifferent
Touch
17) Thai therapists 2.479 .115 Indifferent
18) Thai-style massages (Royal Thai massage and
Thai traditional massage) 2.181 .140 Indifferent
Uniqueness in the Thai People
19) Thai courtesy (Wai and Wai Khru) 1.574 .210 Indifferent
20) Thai habit of taking care of others (change clothes
shoes and feet washing) 2.564 .109 Indifferent
21) Friendly Thai habits (smile and a warm welcome
like a family member) 2.798 .094 Indifferent
Table 4.18 shows that the sample with different genders had indifferent opinions
towards Thai spa uniqueness in terms of taste, smell, sound, and touch as well as
uniqueness in the Thai people.
2
168
Table 4.19 Comparison of Opinions Towards Thai Spa Uniqueness Classified by Age
Factor P-value Interpretation
Sight
1) Thai-style sign at the main entrance 1.373 .712 Indifferent
2) Thai-style decorations at the main entrance 5.805 .121 Indifferent
3) Thai-style interior design in the main lobby 6.995 .072 Indifferent
4) Thai-style furniture 2.178 .536 Indifferent
5) Thai-style uniforms .996 .802 Indifferent
6) Thai-style brochures 6.179 .103 Indifferent
Taste
7) Thai herbal drinks 5.568 .135 Indifferent
8) Thai herbal candies .440 .932 Indifferent
9) Thai sweets 1.284 .733 Indifferent
Scent
10) Thai herbal scent in the main lobby. .486 .922 Indifferent
11) Thai herbal scent in the massage room .535 .911 Indifferent
12) Thai herbal scent in drinks. .728 .867 Indifferent
13) Thai herbal scent in spa products .631 .889 Indifferent
Sound
14) Thai classical music 5.065 .167 Indifferent
15) Greeting in the Thai language, “Sawasdee” 4.919 .178 Indifferent
16) Thank you in the Thai language, “Kob Khun” .675 .879 Indifferent
Touch
17) Thai therapists .639 .887 Indifferent
18) Thai-style massage (Royal Thai massage and Thai
traditional massage) .661 .882 Indifferent
Uniqueness in Thai People
19) Thai courtesy (Wai and Wai Khru) .168 .983 Indifferent
20) Thai habit of taking care of others (change clothes
shoes and feet washing) .598 .897 Indifferent
21) Friendly Thai habits (smile and a warm welcome like
a family member) .704 .872 Indifferent
2
169
Table 4.19 shows that the sample with different ages had indifferent opinions
towards Thai spa uniqueness in terms of taste, smell, sound, and touch as well as
uniqueness in Thai people.
Table 4.20 Comparison of Opinions Towards Thai Spa Uniqueness Classified by
Education
Factor P-value Interpretation
Sight
1) Thai-style sign at the main entrance 112.842 0.060 Indifferent
2) Thai-style decorations at the main entrance 117.252 0.52 Indifferent
3) Thai-style interior design in the main lobby 101.352 0.344 Indifferent
4) Thai-style furniture 74.714 0.603 Indifferent
5) Thai-style uniforms 83.268 0422 Indifferent
6) Thai-style brochures 99.299 0.178 Indifferent
Taste
7) Thai herbal drinks 82.367 0.252 Indifferent
8) Thai herbal candies 81.059 0.426 Indifferent
9) Thai sweets 14.813 0.180 Indifferent
Smell
10) Thai herbal scent in the main lobby. 81.059 0.120 Indifferent
11) Thai herbal scent in the massage room 8.354 0.128 Indifferent
12) Thai herbal scent in drinks. 79.041 0.185 Indifferent
13) Thai herbal scent in spa products 83.116 0.090 Indifferent
Sound
14) Thai classical music 46.366 0.141 Indifferent
15) Greeting in the Thai language, “Sawadee”” 43.612 0.527 Indifferent
16) Thank you in the Thai language, “Kob Khun” 87.715 0.480 Indifferent
Touch
17) Thai therapists 125.08 0.320 Indifferent
18) Thai-style massage (Royal Thai massage and Thai
traditional massage) 127.15 0.420 Indifferent
2
170
Table 4.20 (Continued)
Factor P-value Interpretation
Uniqueness in the Thai People
19) Thai courtesy (Wai and Wai Khru) 127.157 0.185 Indifferent
20) Thai habit of taking care of others (change clothes
shoes and feet washing) 119.651 0.260 Indifferent
21) Friendly Thai habits (smile and a warm welcome
like a family member) 127.888 0.210 Indifferent
Table 4.20 shows that the sample with different levels of education had
indifferent opinions towards Thai spa uniqueness in terms of taste, smell, sound, and
touch as well as uniqueness in Thai people.
Table 4.21 Comparison of Opinions Towards Thai Spa Uniqueness Classified by
Profession
Factor P-value Interpretation
Sight
1) Thai-style sign at the main entrance 11.255 0.080 Indifferent
2) Thai-style decorations at the main entrance 7.017 0.086 Indifferent
3) Thai-style interior design in the main lobby 1.235 0.266 Indifferent
4) Thai-style furniture 1.361 0.243 Indifferent
5) Thai-style uniforms 9.914 0.08 Indifferent
6) Thai-style brochures 7.594 0.732 Indifferent
Taste
7) Thai herbal drinks 4.403 0.058 Indifferent
8) Thai herbal candies 17.823 0.266 Indifferent
9) Thai sweets 25.719 0.080 Indifferent
Scent
10) Thai herbal scent in the main lobby. 19.700 0.425 Indifferent
11) Thai herbal scent in the massage room 18.689 0.502 Indifferent
12) Thai herbal scent in drinks. 15.212 0.060 Indifferent
13) Thai herbal scent in spa products 20.656 0.185 Indifferent
2
2
171
Table 4.21 (Continued)
Factor P-value Interpretation
Sound
14) Thai classical music 2.315 0.128 Indifferent
15) Greeting in the Thai language, “Sawadee” 14.115 0.172 Indifferent
16) Thank you in the Thai language, “Kob Khun” 2.315 0.128 Indifferent
Touch
17) Thai therapists 2.057 0.152 Indifferent
18) Thai-style massage (Royal Thai massage and Thai
traditional massage) 2.412 0.120 Indifferent
Uniqueness in the Thai People
19) Thai courtesy (Wai and Wai Khru) 2.412 0.120 Indifferent
20) Thai habit of taking care of others (change clothes
and shoes and feet washing) 2.795 0.095 Indifferent
21) Friendly Thai habits (smile and a warm welcome
like a family member) 1.728 0.189 Indifferent
Table 4.21 shows that the sample with different professions had indifferent
opinions towards Thai spa uniqueness in terms of taste, smell, sound, and touch as well
as uniqueness in Thai people.
Table 4.22 Comparison of Opinions Towards Thai Spa Uniqueness Classified by
Income Per Month
Factor P-value Interpretation
Sight
1) Thai-style sign at the main entrance 88..044 0.180 Indifferent
2) Thai-style decorations at the main entrance 50.665 0.250 Indifferent
3) Thai-style interior design in the main lobby 38.629 0.175 Indifferent
4) Thai-style furniture 16.922 0.060 Indifferent
5) Thai-style uniforms 54.871 0.080 Indifferent
6) Thai-style brochures 50.665 0.250 Indifferent
2
2
172
Table 4.22 (Continued)
Factor P-value Interpretation
Taste
7) Thai herbal drinks 27.897 0.08 Indifferent
8) Thai herbal candies 23.345 0.082 Indifferent
9) Thai sweets 58.379 0.074 Indifferent
Scent
10) Thai herbal scent in the main lobby. 24.290 0.085 Indifferent
11) Thai herbal scent in the massage room 24.316 0.12 Indifferent
12) Thai herbal scent in drinks. 22.002 0.58 Indifferent
13) Thai herbal scent in spa products 24.965 0.090 Indifferent
Sound
14) Thai classical music 34.579 0.060 Indifferent
15) Greeting in the Thai language “Sawadee” 50.959 0.180 Indifferent
16) Thank you in the Thai language “Kob Khun” 34.579 0.06 Indifferent
Touch
17) Thai therapists 32.210 0.170 Indifferent
18) Thai-style massage (Royal Thai massage and Thai
traditional massage) 29.387 0.185 Indifferent
Uniqueness in the Thai People
19) Thai courtesy (Wai and Wai Khru) 26.757 0.090 Indifferent
20) Thai habit of taking care of others (change clothes
shoes and feet washing) 29.556 0.80 Indifferent
21) Friendly Thai habits (smile and a warm welcome
like a family member) 29.207 0.10 Indifferent
Table 4.22 shows that the sample with different incomes had indifferent
opinions towards Thai spa uniqueness in terms of taste, scent, sound, and touch as well
as uniqueness in Thai people.
2
173
Table 4.23 Comparison of Opinions Towards Thai Spa Uniqueness Classified by
Experience in Using Spa in Thailand
Factor P-value Interpretation
Sight
1) Thai-style sign at the main entrance 69.095* 0.000 Different
2) Thai-style decorations at the main entrance 33.661* 0.000 Different
3) Thai-style interior design in the main lobby 19.990* 0.000 Different
4) Thai-style furniture 8.974* 0.003 Different
5) Thai-style uniforms 38.140* 0.000 Different
6) Thai-style brochures 30.606* 0.000 Different
Taste
7) Thai herbal drinks 18.329* 0.000 Different
8) Thai herbal candies 11.725* 0.001 Different
9) Thai sweets 24.592* 0.000 Different
Scent
10) Thai herbal scent in the main lobby. 11.725* 0.001 Different
11) Thai herbal scent in the massage room 12.917* 0.000 Different
12) Thai herbal scent in drinks. 11.345* 0.001 Different
13) Thai herbal scent in spa products 12.113* 0.001 Different
Sound
14) Thai classical music 24.526* 0.000 Different
15) Greeting in the Thai language “Sawadee” 37.641* 0.000 Different
16) Thank you in the Thai language “Kob Khun” .345* 0.036 Different
Touch
17) Thai therapists 17.962* 0.000 Different
18) Thai-style massage (Royal Thai massage and Thai
traditional massage) 17.455* 0.000 Different
Uniqueness in the Thai People
19) Thai courtesy (Wai and Wai Khru) 17.455* 0.000 Different
20) Thai habit of taking care of others (change clothes
shoes and feet washing) 16.960* 0.000 Different
21) Friendly Thai habits (smile and a warm welcome
like a family member) 18.480* 0.000 Different
Note: * Statistical Significance Level at 0.05.
2
174
Table 4.23 shows that the sample with different experiences in using spas in
Thailand had different opinions towards Thai spa uniqueness in terms of taste, scent,
sound, and touch as well as uniqueness in Thai people with a statistical significance
level of 0.05.
Table 4.24 Comparison of Opinions Towards Thai Spa Uniqueness Classified by
Russian Customers’ Experience in Using Spas in Moscow City
Factor P-value Interpretation
Sight
1) Thai-style sign at the main entrance 113.209* 0.000 Different
2) Thai-style decorations at the main entrance 102.402* 0.000 Different
3) Thai-style interior design in the main lobby 71.365* 0.000 Different
4) Thai-style furniture 27.558* 0.000 Different
5) Thai-style uniforms 81.448* 0.000 Different
6) Thai-style brochures 113.431* 0.000 Different
Taste
7) Thai herbal drinks 41.527* 0.000 Different
8) Thai herbal candies 67.833* 0.000 Different
9) Thai sweets 58.410* 0.000 Different
Scent
10) Thai herbal scent in the main lobby. 67.833* 0.000 Different
11) Thai herbal scent in the massage room 72.146* 0.000 Different
12) Thai herbal scent in drinks. 66.446* 0.000 Different
13) Thai herbal scent in spa products 69.244* 0.000 Different
Sound
14) Thai classical music 51.844* 0.000 Different
15) Greeting in the Thai language “Sawadee” 42.684* 0.000 Different
16) Thank you in the Thai language “Kob Khun” 29.598* 0.000 Different
Touch
17) Thai therapists 77.144* 0.000 Different
18) Thai-style massage (Royal Thai massage and Thai
traditional massage) 75.564* 0.000 Different
2
175
Table 4.24 (Continued)
Factor P-value Interpretation
Uniqueness in the Thai People
19. Thai courtesy (Wai and Wai Khru) 75.564* 0.000 Different
20. Thai habit of taking care of others (change clothes
shoes and feet washing of) 74.013* 0.000 Different
21. Friendly Thai habits (smile and a warm welcome
like a family member) 78.755* 0.000 Different
Note: * Statistical Significance Level at 0.05.
Table 4.24 shows that the sample with different experiences in using spas in
Moscow had different opinions towards Thai spa uniqueness in terms of taste, scent,
sound, and touch as well as uniqueness in the Thai people with a statistical significance
level of 0.05.
4.6.2 Hypothesis 2
The Sample with Different Demographic Profile Had Different Opinions
Towards the Method to Create a Cross-Cultural Learning Process in Thai Spa
Uniqueness
Table 4.25 Comparison of Opinions Towards the Method to Create the Cross-
Cultural Learning Process in Thai Spa Uniqueness Classified by Gender
Opinions Gender X SD
Test Statistics
(t-test)
(p-value)
Before the service
Male 4.30 0.35 = -1.273
(= 0.204) Female 4.35 0.44
During the service
Male 4.76 0.27 = -3.235*
(= 0.001) Female 4.83 0.13
2
176
Table 4.25 (Continued)
Opinions Gender X SD
Test Statistics
(t-test)
(p-value)
After the service
Male 4.68 0.18 = -1.946
(= 0.052) Female 4.72 0.18
Overall
Male 4.52 0.39 = -.865
(= 0.388) Female 4.55 0.39
Note: * Statistical Significance Level at 0.05.
Table 4.25 shows that the overall sample with different genders had indifferent
opinions towards the method to create the cross-cultural learning process in Thai spa
uniqueness (t-test = -0.865, P = 0.388). The considerations led to the following results:
1) The sample of male and female Russian customers in Moscow City
had indifferent opinions towards the methods to create the cross-cultural learning
process in Thai spa uniqueness before the service (t-test = -1.273, P = 0.204).
2) The sample of female Russian customers in Moscow City had a
higher mean score on opinions towards the method to create the cross-cultural learning
process in Thai spa uniqueness during the service than the sample of male Russian
customers with a statistical significance level of 0.05 (t-test = -3.235, P = 0.001).
3) The sample of male and female Russian customers in Moscow City
had indifferent opinions towards the methods to create the cross-cultural learning
process in Thai spa uniqueness after the service (t-test = -1.946, P = 0.052).
177
Table 4.26 Comparison of Opinions Towards the Methods to Create the Cross-
Cultural Learning Process in Thai Spa Uniqueness Classified by Age
Opinions Age X SD
Test-statistics
F-test
P-value
Before the service
Below 20 years 4.34 0.03 = 47.235*
(= 0.000) 20 - 40 years 4.04 0.49
41 - 60 years 4.50 0.24
Above 60 years. 4.34 0.03
During the service
Below 20 years 4.70 0.04
= 12.657*
(P = 0.000)
20 - 40 years 4.72 0.33
41 - 60 years 4.86 0.13
Above 60 years. 4.91 0.13
After the service
Below 20 years 4.71 0.00
= 7.325*
(P = 0.000)
20 - 40 years 4.27 0.73
41 - 60 years 4.76 0.13
Above 60 years. 4.68 0.07
Overall
Below 20 years 4.58 0.02
= 30.119*
(P = 0.000)
20 - 40 years 4.35 0.50
41 - 60 years 4.70 0.11
Above 60 years. 4.64 0.05
Note: * Statistical Significance Level at 0.05.
Table 4.26 shows that the overall sample of Russian customers with different
ages had different opinions towards the methods to create the cross-cultural learning
process in Thai spa uniqueness with a statistical significance level of 0.05 (F-test =
30.119, P = 0.000). In terms of opinions towards the methods to create the cross-cultural
learning process in Thai spa uniqueness, those aged 41-60 years had a higher mean
score than those aged over 60 years, below 20 years, and 20-40 years. The procedural
considerations led to the following results:
178
1) The sample of Russian customers with different ages had different
opinions towards the methods to create the cross-cultural learning process in Thai spa
uniqueness before the service with a statistical significance level of 0.05 (F-test =
47.235, P = 0.000). In terms of opinions towards the methods to create the cross-cultural
learning process in Thai spa uniqueness, those aged 41-60 years had a higher mean
score than the those aged below 20 years, over 60 years and 20-40 years.
2) The sample of Russian customers with different ages had different
opinions towards the methods to create the cross-cultural learning process in Thai spa
uniqueness during the service with a statistical significance level of 0.05 (F-test =
12.657, P = 0.000). In terms of opinions towards the methods to create the cross-cultural
learning process in Thai spa uniqueness, those aged over 60 years had a higher mean
score than the those aged 41-60 years, 20-40 years, and below 20 years.
3) The sample of Russian customers with different ages had different
opinions towards the methods to create the cross-cultural learning process in Thai spa
uniqueness after the service with a statistical significance level of 0.05 (F-test = 7.325,
P = 0.000). In terms of opinions towards the methods to create the cross-cultural
learning process in Thai spa uniqueness, those aged over 41-60 years had a higher mean
score than those aged 20 years, over 60 years, and 20-40 years. To determine the
pairwise comparison, the LSD test was used and the results are shown in tables 4.32-
4.36.
Table 4.27 Pairwise Comparison of Opinions Towards the Methods to Create the
Cross-Cultural Learning Process in Thai Spa Uniqueness Classified by
Age
Age
X
Below 20
years
20 - 40
years
41 - 60
years
Above 60
years.
4.59 4.29 4.66 4.64
Below 20 years 4.59 - 0.2916*
(0.015)
0.0738 0.0562
20 - 40 years 4.29 - - 0.3654*
(0.018)
0.3478*
(0.012)
179
Table 4.27 (Continued)
Age
X
Below 20
years
20 - 40
years
41 - 60
years
Above 60
years.
4.59 4.29 4.66 4.64
41 - 60 years 4.66 - - - 0.0175
Above 60 years 4.64 - - - -
Note: * Statistical Significance Level of 0.05
Table 4.27 shows that the sample of Russian customers aged below 20 years of
age had different opinions towards the methods to create the overall cross-cultural
learning process in Thai spa uniqueness from the sample aged 20-40 years with a
statistical significance level of 0.05.
The sample of Russian customers aged 20-40 years had different opinions
towards the overall methods to create the overall cross-cultural learning process in Thai
spa uniqueness from the sample aged 41-60 years with a statistical significance level of
0.05.
The sample of Russian customers aged 20-40 years had different opinions
towards the overall methods to create the overall cross-cultural learning process in Thai
spa uniqueness from the sample aged over 60 years with a statistical significance level
of 0.05
Table 4.28 Pairwise Comparison of Opinions Towards the Methods to Create the
Cross-Cultural Learning Process in Thai Spa Uniqueness before the
Service Classified by Age
Age
X
Below 20
years
20 - 40
years
41 - 60
years
Above 60
years.
4.34 4.05 4.51 4.34
Below 20 years 4.34 - 0.2968*
(0.024)
0.1615 0.0035
180
Table 4.28 (Continued)
Age
X
Below 20
years
20 - 40
years
41 - 60
years
Above 60
years.
4.34 4.05 4.51 4.34
20 - 40 years 4.05 - - 0.4583*
(0.018)
0.2932*
(0.015)
41 - 60 years 4.51 - - - 0.1651
Above 60 years. 4.34 - - - -
Note: * Statistical Significance Level of 0.05
From table 4.28, it was found that:
The sample of Russian customers aged below 20 years of age had different
opinions towards the methods to create the cross-cultural learning process in Thai spa
uniqueness before the service from the sample aged 20-40 years with a statistical
significance level of 0.05.
The sample to Russian customers aged 20-40 years had different opinions
towards the overall methods to create the cross-cultural learning process in Thai spa
uniqueness before the service from the sample aged 41-60 years with a statistical
significance level of 0.05.
The sample to Russian customers aged 20-40 years had different opinions
towards the methods to create the cross-cultural learning process in Thai spa uniqueness
before the service from the sample aged over 60 years with a statistical significance
level of 0.05
181
Table 4.29 Pairwise Comparison of Opinions Towards the Methods to Create the
Cross-Cultural Learning Process in Thai Spa Uniqueness During the
Service Classified by Age
Age X
Below
20 years
20 - 40
years
41 - 60
years
Above 60
years.
4.70 4.71 4.82 4.89
Below 20 years 4.70 - 0.0078 0.1218 0.1912*
(0.001)
20 - 40 years 4.71 - - 0.1140 0.1834*
(0.025)
41 - 60 years 4.82 - - - 0.0694*
(0.012)
Above 60 years 4.89 - - - -
Note: * Statistical Significance Level of 0.05
From table 4.29, it was found that:
The sample of Russian customers aged below 20 years of age had different
opinions towards the methods to create the cross-cultural learning process in Thai spa
uniqueness during the service from the sample aged over 60 years with a statistical
significance level of 0.05.
The sample of Russian customers aged 20-40 years had different opinions
towards the methods to create the cross-cultural learning process in Thai spa uniqueness
during the service from the sample aged over 60 years with a statistical significance
level of 0.05.
The sample of Russian customers aged 41-60 years had different opinions
towards the methods to create the cross-cultural learning process in Thai spa uniqueness
during the service from the sample aged over 60 years with a statistical significance
level of 0.05.
182
Table 4.30 Pairwise Comparison of Opinions Towards the Methods to Create the
Cross-Cultural Learning Process in Thai Spa Uniqueness after the
Service Classified by Age
Age X
Below
20 years
20 - 40
years
41 - 60
years
Above 60
years.
4.71 4.65 4.75 4.68
Below 20 years 4.71 - 0.0617 0.0325 0.0340
20 - 40 years
4.65
- - 0.0942*
(0.012)
0.0277
41 - 60 years
4.75
- - - 0.0665*
(0.038)
Above 60 years. 4.68 - - - -
Note: * Statistical Significance Level of 0.05
From table 4.30, it was found that:
The sample of Russian customers aged 20-40 years had different opinions
towards the methods to create the cross-cultural learning process in Thai spa uniqueness
after the service from the sample aged 41-60 years with a statistical significance level
of 0.05.
The sample of Russian customers aged 41-60 years had different opinions
towards the methods to create the cross-cultural learning process in Thai spa uniqueness
after the service from the sample aged above 60 years with a statistical significance
level of 0.05.
183
Table 4.31 Comparison of Opinions Towards the Methods to Create the Cross-
Cultural Learning Process in Thai Spa Uniqueness Classified by
Education
Opinions Education X SD
Test Statistics
F-test
P-value
Before the
service
Lower level than a bachelor’s degree 4.11 0.54 = 64.905*
(= 0.000) Bachelor’s degree 4.36 0.18
Higher level than a bachelor’s degree 4.81 0.16
During the
service
Lower level than a bachelor’s degree 4.60 0.26 = 107.019*
(= 0.000) Bachelor’s degree 4.90 0.13
Higher level than a bachelor’s degree 4.76 0.10
After the
service
Lower level than a bachelor’s degree 4.65 0.26 = 31.176*
(= 0.000) Bachelor’s degree 4.69 0.10
Higher level than a bachelor’s degree 4.90 0.11
Overall
Lower level than a bachelor’s degree 4.37 0.48 = 25.081*
(= 0.000) Bachelor’s degree 4.57 0.31
Higher level than a bachelor’s degree 4.81 0.13
Note: * Statistical Significance Level at 0.05.
Table 4.31 shows that the sample of Russian customers in Moscow City with
different levels of education had different opinions towards the overall methods to
create the cross-cultural learning process in Thai spa uniqueness with a statistical
significance level of 0.05 (F-test = 25.081, P = 0.000). The sample who graduated with
higher than a bachelor’s degree had a higher mean score on the opinions towards the
methods to create the cross-cultural learning process in Thai spa uniqueness than the
sample who graduated with a bachelor’s degree and the sample who graduated below a
bachelor’s degree. The procedural considerations led to the following results:
184
1) The sample of Russian customers in Moscow City with different
levels of education had different opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness before the service with a statistical
significance level of 0.05 (F-test = 64.905, P = 0.000). The sample who graduated with
a degree higher than a bachelor’s degree had a higher mean score on the opinions
towards the methods to create the cross-cultural learning process in Thai spa uniqueness
than the sample who graduated with a bachelor’s degree and the sample who graduated
below a bachelor’s degree.
2) The sample of Russian customers in Moscow City with different
levels of education had different opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness during the service with a statistical
significance level of 0.05 (F-test = 107.019, P = 0.000). The sample who graduated with
a bachelor’s degree had a higher mean score on the opinions towards the methods to
create the cross-cultural learning process in Thai spa uniqueness than the sample who
graduated with a degree higher than a bachelor’s degree and the sample who graduated
below a bachelor’s degree.
3) The sample of Russian customers in Moscow City with different
levels of education had different opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness after the services with a statistical
significance level of 0.05 (F-test = 31.176, P = 0.000). The sample who graduated with
a degree higher than a bachelor’s degree had a higher mean score on the opinions
towards the methods to create the cross-cultural learning process in Thai spa uniqueness
than the sample who graduated with a bachelor’s degree and the sample who graduated
below a bachelor’s degree.
To determine the pairwise comparison, the LSD test was used, and the results
are shown in tables 4.32-4.37.
185
Table 4.32 Pairwise Comparison of Opinions Towards the Overall Methods to
Create the Cross-Cultural Learning Process in Thai Spa Uniqueness
Classified by Education
Education
X
Under bachelor’s
degree
Bachelor’s
degree
Above bachelor’s
degree
4.38 4.58 4.81
Below a bachelor’s
degree
4.38 - 0.2025*
(0.018)
0.4386*
(0.038)
Bachelor’s degree 4.58 - - 0.2362*
(0.015)
Above a bachelor’s
degree
4.81 - - -
Note: * Statistical Significance Level of 0.05
From table 4.32, it was found that:
The sample of Russian customers in Moscow City who graduated below a
bachelor’s degree had different opinions towards the overall methods to create the
cross-cultural learning process in Thai spa uniqueness from the sample who graduated
with a bachelor’s degree with a statistical significance level of 0.05.
The sample of Russian customers in Moscow City who graduated with a
bachelor’s degree had different opinions towards the overall methods to create the
cross-cultural learning process in Thai spa uniqueness from the sample who graduated
with a degree higher than a bachelor’s degree with a statistical significance level of
0.05.
The sample of Russian customers in Moscow City who graduated with a
bachelor’s degree had different opinions towards the overall methods to create the
cross-cultural learning process in Thai spa uniqueness from the sample who graduated
with a degree above a bachelor’s degree with a statistical significance level of 0.05.
186
Table 4.33 Pairwise Comparison of Opinions Towards the Methods to Create the
Cross-Cultural Learning Process in Thai Spa Uniqueness before the
Service Classified by Education
Education
X
Below a bachelor’s
degree
Bachelor’s
degree
Above a bachelor’s
degree
4.12 4.36 4.82
Below a bachelor’s degree 4.12 - 0.2407*
(0.003)
0.6972*
(0.018)
Bachelor’s degree 4.36 - - 0.4565*
(0.001)
Above a bachelor’s degree 4.82 - - -
Note: * Statistical Significance Level of 0.05
From table 4.33, it was found that:
The sample of Russian customers in Moscow City who graduated below a
bachelor’s degree had different opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness before the service from the sample who
graduated with a bachelor’s degree with a statistical significance level of 0.05.
The sample of Russian customers in Moscow City who graduated below a
bachelor’s degree had different opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness before the service from the sample who
graduated with a degree above a bachelor’s degree with a statistical significance level
of 0.05.
The sample of Russian customers in Moscow City who graduated with a
bachelor’s degree had different opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness before the service from the sample who
graduated with a degree above a bachelor’s degree with a statistical significance level
of 0.05.
187
Table 4.34 Pairwise Comparison of Opinions Towards the Methods to Create the
Cross-Cultural Learning Process in Thai Spa Uniqueness During the
Service Classified by Education
Education
Under bachelor’s
degree
Bachelor’s
degree
Above bachelor’s
degree
4.61 4.90 4.77
Below a bachelor’s
degree
4.61 - 0.2935*
(0.015)
0.1588*
(0.024)
Bachelor’s degree 4.90 - - 0.1346*
(0.038)
Above a bachelor’s
degree
4.77 - - -
Note: * Statistical Significance Level of 0.05
From table 4.34, it was found that:
The sample of Russian customers in Moscow City who graduated below a
bachelor’s degree had different opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness during the service from the sample
who graduated with a bachelor’s degree with a statistical significance level of 0.05.
The sample of Russian customers in Moscow City who graduated below a
bachelor’s degree had different opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness during the service from the sample
who graduated with a degree higher than a bachelor’s degree with a statistical
significance level of 0.05.
The sample of Russian customers in Moscow City who graduated with a
bachelor’s degree had different opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness during the service from the sample
who graduated with a degree higher than a bachelor’s degree with a statistical
significance level of 0.05.
188
Table 4.35 Pairwise Comparison of Opinions Towards the Methods to Create the
Cross-Cultural Process Learning in Thai Spa Uniqueness after the
Service Classified by Education
Education
Under bachelor’s
degree
Bachelor’s
degree
Above bachelor’s
degree
4.66 4.69 4.91
Below a bachelor’s degree 4.66 - 0.0361 0.2476*
(0.012)
Bachelor’s degree 4.69 - - 0.2115*
(0.028)
Above a bachelor’s degree 4.91 - - -
Note: * Statistical Significance Level of 0.05
From table 4.35, it was found that:
The sample of Russian customers in Moscow City who graduated below a
bachelor’s degree had different opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness after the service from the sample who
graduated with a degree higher than a bachelor’s degree with a statistical significance
level of 0.05.
The sample of Russian customers in Moscow City who graduated with a
bachelor’s degree had different opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness after the service from the sample who
graduated with a degree higher than a bachelor’s degree with a statistical significance
level of 0.05.
189
Table 4.36 Comparison of Opinions Towards the Methods to Create the Cross-
Cultural Process Learning in Thai Spa Uniqueness Classified by
Profession
Opinions Profession X SD
Test statistics
t-test
(P-value)
Before the service
Business owner 4.41 0.18 5.483
(0.231) Employee 4.33 0.53
During the service
Business owner 4.85 0.13 6.295
(<0.127) Employee 4.81 0.28
After the service
Business owner 4.71 0.11 0.683
(0.495) Employee 4.69 0.25
Overall Business owner 4.64 0.21 6.264
(0.232) Employee 4.59 0.51
From table 4.36, it was found that:
The sample of Russian customers with different professions had indifferent
opinions towards the overall methods to create the cross-cultural learning process in
Thai spa uniqueness.
The sample of business owners had different opinions towards the methods to
create a cross-cultural learning process in Thai spa uniqueness than the sample of
employees. The analysis led to the following results:
1) The sample of Russian customers in Moscow City with different
professions had indifferent opinions towards the methods to create the cross-cultural
learning process in Thai spa uniqueness before the service. The sample of business
owners had a higher mean score on opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness than that of the sample of employees.
2) The sample of Russian customers in Moscow City with different
professions had indifferent opinions towards the methods to create the cross-cultural
learning process in Thai spa uniqueness during the service. The sample of business
owners had a higher mean score on opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness than that of the sample of employees.
190
3) The sample of Russian customers in Moscow City with different
professions had indifferent opinions towards the methods to create the cross-cultural
learning process in Thai spa uniqueness after the service. The sample of business
owners had a higher mean score on opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness than that of the sample of employees.
Table 4.37 Comparison of Opinions Towards the Methods to Create the Cross-
Cultural Process Learning in Thai Spa Uniqueness Classified by Income
Per Month
Opinions Income Per Month X SD
Test Statistics
F-test
(P-value)
Before the service
Below 50,000 rubles 3.22 0.00 889.694*
(0.000) 50,000-100,000 rubles 4.35 0.21
100,001-200,000 rubles 4.34 0.05
Above 200,001 rubles 4.79 0.16
During the service
Below 50,000 rubles 4.26 0.34 127.841*
(0.000) 50,000-100,000 rubles 4.84 0.14
100,001-200,000 rubles 4.86 0.14
Above 200,001 rubles 4.77 0.09
After the service
Below 50,000 rubles 4.51 0.49 30.552*
(0.000) 50,000-100,000 rubles 4.70 0.09
100,001-200,000 rubles 4.68 0.08
Above 200,001 rubles 4.84 0.15
Overall
Below 50,000 rubles 3.64 0.45 144.415*
(0.000) 50,000-100,000 rubles 4.52 0.33
100,001-200,000 rubles 4.60 0.21
Above 200,001 rubles 4.81 0.12
Note: * Statistical Significance Level of 0.05
191
From table 4.37, it was found that:
The sample of Russian customers in Moscow City with different incomes per
month had different opinions towards the overall methods to create the cross-cultural
learning process in Thai spa uniqueness during the services with a statistical
significance level of 0.05 (F-test = 144.415, P= 0.000). The sample with incomes above
200,000 rubles per month had a higher mean score on opinions towards the methods to
create the cross-cultural learning process in Thai spa uniqueness than the sample with
monthly incomes of 100,001-200,000 rubles, 100,001-200,000 r u b l e s, and below
50,000 rubles, respectively.
The procedural considerations led to the following results:
1) The sample of Russian customers in Moscow City with different
incomes per month had different opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness before the service with a statistical
significance level of 0.05 (F-test = 889.694, P= 0.000). The sample with incomes above
200,000 rubles per month had a higher mean score on opinions towards the methods to
create the cross-cultural learning process in Thai spa uniqueness than the sample with
monthly incomes of 50,000-100,000 rubles, 100,001-200,000 rubles, and below 50,000
rubles, respectively.
2) The sample of Russian customers in Moscow City with different
incomes per month had different opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness during the service with a statistical
significance level of 0.05 (F-test = 127.841, P= 0.000). The sample with incomes of
100,001-200,000 rubles per month a had higher mean score on opinions towards the
methods to create the cross-cultural learning process in Thai spa uniqueness than the
sample with monthly incomes of 50,000-100,000 rubles, above 200,000 rubles, and
below 50,000 rubles, respectively.
3) The sample Russian customers in Moscow City with different
incomes per month had different opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness after the service with a statistical
significance level of 0.05 (F-test = 30.522, P = 0.000). The sample with incomes above
200,000 rubles per month had a higher mean score on opinions towards the methods to
create the cross-cultural learning process in Thai spa uniqueness than the sample with
monthly incomes of 50,000-100,000 rubles, 100,001-200,000 rubles, and below 50,000
rubles, respectively.
192
To determine the pairwise comparison, the LSD test was used, and the results
are shown in tables 4.44-4.47.
Table 4.38 Pairwise Comparison of Opinions Towards the Overall Methods to
Create the Cross-Cultural Process Learning in Thai Spa Uniqueness
Classified by Income Per Month
Income per month
X
Below 50,000
Ruble
50,000-100,000
Ruble
100,001-200,000
Ruble
Above 200,001
Ruble
3.64 4.53 4.60 4.81
Below 50,000
rubles
3.64 - 0.8832*
(0.025)
0.9615*
(0.015)
1.1716
50,000-100,000
rubles
4.53 - - 0.0783 0.2884*
(0.038)
100,001-200,000
rubles
4.60 - - - 0.2101*
(0.018)
Above 200,001
rubles
4.81 - - - -
Note: * Statistical Significance Level of 0.05
From table 4.38, it was found that:
The sample of Russian customers in Moscow City with incomes below 50,000
rubles per month had different opinions towards the overall methods to create the cross-
cultural learning process in Thai spa uniqueness from the sample with incomes of
50,000-100,000 rubles per month with a statistical significance level of 0.05.
The sample of Russian customers in Moscow City with incomes below 50,000
rubles per month had different opinions towards the overall methods to create the cross-
cultural learning process in Thai spa uniqueness from the sample with incomes of
100,001-200,000 rubles per month with a statistical significance level of 0.05.
The sample of Russian customers in Moscow City with incomes of 50,000-
100,000 rubles per month had different opinions towards the overall methods to create
193
the cross-cultural learning process in Thai spa uniqueness from the sample with
incomes above 200,000 rubles per month with a statistical significance level of 0.05.
The sample of Russian customers in Moscow City with incomes of 100,001-
200,000 rubles per month had different opinions towards the overall methods to create
the cross-cultural learning process in Thai spa uniqueness from the sample with
incomes above 200,000 rubles per month with a statistical significance level of 0.05.
Table 4.39 Pairwise Comparison of Opinions Towards the Methods to Create the
Cross-Cultural Process in Thai Spa Uniqueness before the Service
Classified by Income Per Month
Income per month
X
Below 50,000
Rubles
50,000-100,000
Rubles
100,001-200,000
Rubles
Above 200,001
Rubles
3.22 4.34 4.34 4.80
Below 50,000
rubles
3.22 - 1.1183*
(0.012)
1.1202*
(0.038)
1.5771
50,000-100,000
rubles
4.34 - - 0.0019 0.4588*
(0.024)
100,001-200,000
rubles
4.34 - - - 0.4569*
(0.018)
Above 200,001
rubles
4.80 3.22 4.34 4.34 4.80
Note: * Statistical Significance Level of 0.05
From table 4.39, it was found that:
The sample of Russian customers in Moscow City with incomes below 50,000
rubles per month had different opinions towards the methods to create the cross-cultural
learning process in Thai spa uniqueness before the service from the sample with
incomes of 50,000-100,000 rubles per month with a statistical significance level of
0.05.
The sample of Russian customers in Moscow City with incomes per month
below 50,000 rubles per month had different opinions towards the methods to create
194
the cross-cultural learning process in Thai spa uniqueness before the services from the
sample with incomes per month 100,001-200,000 rubles per month with a statistical
significance level of 0.05.
The sample of Russian customers in Moscow City with incomes of 50,000-
100,000 rubles per month had different opinions towards the methods to create the
cross-cultural learning process in Thai spa uniqueness before the service from the
sample with incomes above 200,000 rubles per month with a statistical significance
level of 0.05.
The sample of Russian customers in Moscow City with incomes of 100,001-
200,000 rubles per month had different opinions towards the methods to create the
cross-cultural learning process in Thai spa uniqueness before the service from the
sample with incomes above 200,000 rubles per month with a statistical significance
level of 0.05.
Table 4.40 Pairwise Comparison of Opinions Towards the Methods to Create the
Cross-Cultural Process Learning in Thai Spa Uniqueness During the
Service Classified by Income Per Month
Income per month
X
Below
50,000
Rubles
50,000-
100,000
Rubles
100,001-
200,000
Rubles
Above
200,001
Rubles
4.27 4.84 4.86 4.77
Below 50,000 rubles 4.27
- 0.5731*
(0.015)
0.5936*
(0.028)
0.5056
50,000-100,000 rubles 4.84
- - 0.0205 0.0675*
(0.024)
100,001-200,000
rubles
4.86
- - - 0.0885*
(0.003)
Above 200,001 rubles 4.77 4.27 4.84 4.86 4.77
Note: * Statistical Significance Level of 0.05
195
From table 4.40, it was found that:
The sample of Russian customers in Moscow City with incomes below 50,000
rubles per month had different opinions towards the methods to create the cross-cultural
learning process in Thai spa uniqueness during the service from the sample with
incomes of 50,000-100,000 rubles per month with a statistical significance level of
0.05.
The sample of Russian customers in Moscow City with incomes below 50,000
rubles per month had different opinions towards the methods to create the cross-cultural
learning process in Thai spa uniqueness during the services\ from the sample with
incomes of 100,001-200,000 rubles per month with a statistical significance level of
0.05.
The sample of Russian customers in Moscow City with incomes of 50,000-
100,000 rubles per month had different opinions towards the methods to create the
cross-cultural learning process in Thai spa uniqueness during the service from the
sample with incomes above 200,000 rubles per month with a statistical significance
level of 0.05.
The sample of Russian customers in Moscow City with incomes of 100,001-
200,000 rubles per month had different opinions towards the methods to create the
cross-cultural learning process in Thai spa uniqueness during the service from the
sample with incomes above 200,000 rubles per month with a statistical significance
level of 0.05.
196
Table 4.41 Pairwise Comparison of Opinions Towards the Methods to Create the
Cross-Cultural Process Learning in Thai Spa Uniqueness after the
Service Classified by Income Per Month
Income per month
X
Below
50,000
Rubles
50,000-
100,000
rubles
100,001-
200,000
rubles
Above
200,001
rubles
4.51 4.70 4.59 4.85
Below 50,000 rubles 4.51
- 0.1901*
(0.012)
0.1782*
(0.015)
0.3378
50,000-100,000 rubles 4.70
- - 0.0119 0.1477*
(0.038)
100,001-200,000 rubles 4.59
- - - 0.1596*
(0.018)
Above 200,001 rubles 4.85 4.51 4.70 4.59 4.85
Note: * Statistical Significance Level of 0.05
From table 4.41, it was found that:
The sample of Russian customers in Moscow City with incomes of below
50,000 rubles per month had different opinions towards the methods to create the cross-
cultural learning process in Thai spa uniqueness after the service from the sample with
incomes of 50,000-100,000 rubles per month with a statistical significance level of
0.05.
The sample of Russian customers in Moscow City with incomes below 50,000
rubles per month had different opinions towards the methods to create the cross-cultural
learning process in Thai spa uniqueness after the service from the sample with incomes
of 100,001-200,000 rubles per month with a statistical significance level of 0.05.
The sample of Russian customers in Moscow City with incomes of 50,000-
100,000 rubles per month had different opinions towards the methods to create the
cross-cultural learning process in Thai spa uniqueness after the services from the
sample with incomes of above 200,000 rubles per month with a statistical significance
level of 0.05.
197
The sample of Russian customers in Moscow City with incomes of 100,001-
200,000 rubles per month had different opinions towards the methods to create the
cross-cultural learning process in Thai spa uniqueness after the service from the sample
with incomes above 200,000 rubles per month with a statistical significance level of
0.05.
Table 4.42 Comparison of Opinions Towards Thai Spa Uniqueness Classified by
Experience Using Spa in Thailand by Russian Customers in Moscow City
Opinions
Experience using
Thai Spas in
Thailand
X SD
Test statistics
t-test
(P-value)
Before the service
Yes 4.79 0.17 12.429*
(0.000) No 4.23 0.34
During the service
Yes 4.77 0.09 -.843*
(0.040) No 4.59 0.25
After the service
Yes 4.84 0.13 6.864*
(0.000) No 4.67 0.50
Overall Yes 4.81 0.11 6.637*
(0.000) No 4.48 0.34
Note: * Statistical Significance Level of 0.05
From table 4.42, it was found that:
The sample of Russian customers with some experience using spas in Thailand
had different opinions towards the overall methods to create the cross-cultural learning
process in Thai spa uniqueness with a statistical significance level of 0.05 (t-test = 6.70,
P = 0.000). The samples with some experience using spas in Thailand had a higher
mean score on opinions towards methods to create the cross-cultural learning process
in Thai spa uniqueness than the sample without any experience in using spas in
Thailand. The analysis led to the following results as follows:
198
1) The sample of Russian customers in Moscow City with experience using
spas in Thailand had different opinions towards the methods to create the cross-cultural learning
process in Thai spa uniqueness before the service with a statistical significance level of 0.05
(t-test = 12.429, P = 0.000). The samples with some experience in using spas in Thailand had a
higher mean score on opinions towards methods to create the cross-cultural learning process in
Thai spa uniqueness than the sample without any experience of using spas in Thailand.
2) The sample of Russian customers in Moscow City with some experience
using spas in Thailand had different opinions towards the methods to create the cross-cultural
learning process in Thai spa uniqueness during the service with statistical significance level of
0.05 (t-test = -8.43, P = 0.040). The samples with some experience in using spas in Thailand
had a higher mean score on opinions towards methods to create the cross-cultural learning
process in Thai spa uniqueness than the sample without any experience using spas in Thailand.
3) The sample of Russian customers in Moscow City with different experience
using spas in Thailand had different opinions towards the methods to create the cross-cultural
learning process in Thai spa uniqueness after the service with a statistical significance level of
0.05 (t-test = 6.864, P = 0.000). The samples with experience using spas in Thailand had a
higher mean score on opinions towards methods to create the cross-cultural learning process in
Thai spa uniqueness than the sample without any experience using spas in Thailand.
199
Table 4.43 Comparison of Opinions Towards the Methods to Create the Cross-
Cultural Learning Process in Thai Spa Uniqueness of Russian Customers
in Moscow City Classified by Experience Using Thai Spas in Moscow
Opinions
Experience
using Thai
Spa in
Moscow
X SD
Test Statistics
t-test
(P-value)
Before the service
Yes 4.61 0.26 10.14*
(0.000) No 4.21 0.38
During the service
Yes 4.80 0.26 -2.934*
(0.004) No 4.75 0.09
After the service
Yes 4.79 0.14 5.919*
(0.000) No 4.67 0.19
Overall Yes 4.70 0.19 7.708*
(0.000) No 4.46 0.42
Note: * Statistical Significance Level of 0.05
From table 4.43, it was found that the sample of Russian customers with
experience in using spas in Moscow City had different opinions towards the overall
methods to create the cross-cultural learning process in Thai spa uniqueness with
statistical significance level of 0.05 (t-test = 7.708, P = 0.000). The samples with some
experience of using spas in Moscow City had a higher mean score on opinions towards
methods to create the cross-cultural learning process in Thai spa uniqueness than the
sample without any experience of using spas in Moscow City. The analysis led to the
following results:
1) The sample of Russian customers in Moscow City with experience of
using spas in Moscow City had different opinions towards the methods to create the
cross-cultural learning process in Thai spa uniqueness before the service with statistical
significance level of 0.05 (t-test = 10.14, P = 0.000). The samples with some experience
of using spas in Moscow City had a higher mean score on opinions towards methods to
200
create the cross-cultural learning process in Thai spa uniqueness than the sample
without any experience in using spas in Moscow City.
2) The sample of Russian customers in Moscow City with experience in using
spas in Moscow City had different opinions towards the methods to create the cross-cultural
learning process in Thai spa uniqueness during the service with a statistical significance level
of 0.05 (t-test = 2.934, P = 0.004). The samples with some experience of using spa in Moscow
City had a higher mean score on opinions towards methods to create the cross-cultural learning
process in Thai spa uniqueness than the sample without any experience of using spas in Moscow
City.
3) The sample of Russian customers in Moscow City with experience in using
spas in Moscow City had different opinions towards the methods to create the cross-cultural
learning process in Thai spa uniqueness after the service with statistical significance level of
0.05 (t-test = 7.708, P = 0.000). The samples with some experience in using spas in Moscow
City had a higher mean score on opinions towards methods to create the cross-cultural learning
process in Thai spa uniqueness than the sample without any experience in using spas in Moscow
City.
4.6.3 Hypothesis 3
The Sample with Different Demographic Profile Had Different Opinions
Towards Desires for the Cross-Cultural Process in Thai Spa Uniqueness.
Table 4.44 Comparison of Opinions Towards the Desires for the Cross-Cultural
Learning Process in Thai Spa Uniqueness Classified by Gender
Opinions Gender X SD
Test statistics
t-test
(P-value)
Before the service
Male 3.88 0.25 -8.254
(0.599) Female 3.90 0.40
During the service
Male 4.45 0.16 -0.529
(0.597) Female 4.46 0.15
After the service
Male 3.68 0.40 -034
(0.973) Female 3.68 0.36
Overall Male 4.00 0.27 -0.330
(0.741) Female 4.01 0.27
201
From table 4.44, the sample of Russian customers in Moscow City with
different gender had indifferent opinions towards the overall method to create the cross-
cultural learning process in Thai spa uniqueness. The analysis led to the following
results:
1) The sample of Russian customers with different genders had
indifferent opinions towards the methods to create the cross-cultural learning process
in Thai spa uniqueness before the service.
2) The sample of Russian customers with different genders had
indifferent opinions towards the methods to create the cross-cultural learning process
in Thai spa uniqueness during the service.
3) The sample of Russian customers with different genders had
indifferent opinions towards the methods to create the cross-cultural learning process
in Thai spa uniqueness after the service.
Table 4.45 Comparison of Opinions Towards the Desires for the Cross-Cultural
Learning Process in Thai Spa Uniqueness of Russian Customers in
Moscow City Classified by Age
Opinions
Age X
SD
Test Statistics
F-test
(P-value)
Before the service
Below 20 years 3.65 0.14 13.210*
(0.023) 20 - 40 years 3.81 0.37
41 - 60 years 4.01 0.34
Above 60 years 3.84 0.27
During the service
Below 20 years 4.41 0.00 53.166*
(0.000) 20 - 40 years 4.34 0.18
41 - 60 years 4.53 0.11
Above 60 years 4.45 0.02
After the service Below 20 years 3.75 0.00 33.761*
(0.001) 20 - 40 years 3.43 0.58
202
Table 4.45 (Continued)
Opinions
Age X
SD
Test Statistics
F-test
(P-value)
41 - 60 years 3.81 0.09
Above 60 years 3.76 0.16
Overall
Below 20 years 3.91 0.01 51.802*
(0.000) 20 - 40 years 3.81 0.33
41 - 60 years 4.14 0.18
Above 60 years 4.01 0.08
Note: * Statistical Significance Level of 0.05
From table 4.45, the sample of Russian customers with different ages had
different opinions towards the desires for the cross-cultural learning process in Thai spa
uniqueness with a statistical significance level of 0.05 (F-test = 51.802, P-value =
0.000). In terms of opinions towards the desires for the cross-cultural learning process
in Thai spa uniqueness, the sample aged 41-60 years had a higher mean score than those
of the sample aged over 60 years, below 20 years, and 20-40 years. The procedural
considerations led to the following results:
1) The sample of Russian customers with different ages had different
opinions towards the desires for the cross-cultural learning process in Thai spa
uniqueness before the service with a statistical significance level of 0.05 (F-test =
13.210, P-value = 0.023). In terms of opinions towards the desires for the cross-cultural
learning process in Thai spa uniqueness, the sample aged 41-60 years had a higher mean
score than those of the sample aged over 60 years and 20-40 years.
2) The sample of Russian customers with different ages had different
opinions towards the desires for the cross-cultural learning process in Thai spa
uniqueness during the service with a statistical significance level of 0.05 (F-test =
53.166, P-value = 0.000). In terms of opinions towards the desires for the cross-cultural
learning process in Thai spa uniqueness, the sample aged 41-60 years had a higher mean
score than those of the sample aged over 60 years, below 20 years, and 20-40 years.
203
3) The sample of Russian customers with different ages had different
opinions towards the desires for the cross-cultural learning process in Thai spa
uniqueness after the service with a statistical significance level of 0.05 (F-test = 33.761,
P-value = 0.001). In terms of opinions towards the desires for the cross-cultural learning
process in Thai spa uniqueness, the sample aged over 41-60 years had a higher mean
score than those of the sample aged over 60 years, below 20 years, and 20-40 years.
To determine the pairwise comparison, the LSD test was used, and the results
are shown in tables 4.46-4.49.
Table 4.46 Pairwise Comparison of Opinions Towards the Desires for the Cross-
Cultural Learning Process in Thai Spa Uniqueness Classified by Age
Age
X
Below
20 years
20 - 40
years
41 - 60
years
Above
60 years
3.91 3.82 4.14 4.02
Below 20 years
3.91
- 0.0963 0.2306*
(0.018)
0.1064*
(0.038)
20 - 40 years
3.82
- - 0.3269*
(0.012)
0.2027*
(0.003)
41 - 60 years 4.14 - - - 0.1242
Above 60 years. 4.02 - - - -
Note: * Statistical Significance Level of 0.05
From table 4.46, it was found that:
The sample of Russian customers aged below 20 years had different opinions
towards the overall desires for the cross-cultural learning process in Thai spa
uniqueness from the sample aged 41-60 years with a statistical significance level of
0.05.
204
The sample of Russian customers aged below 20 years had different opinions
towards the overall desires for the cross-cultural learning process in Thai spa
uniqueness from the sample aged over 60 years with a statistical significance level of
0.05.
The sample of Russian customers aged 20-40 years had different opinions
towards the overall desires for the cross-cultural learning process in Thai spa
uniqueness from the sample aged 41-60 years with a statistical significance level of
0.05.
The sample Russian customers aged 20-40 years had different opinions towards
the overall desires for the cross-cultural learning process in Thai spa uniqueness from
the sample aged over 60 years with a statistical significance level of 0.05.
Table 4.47 Pairwise Comparison of Opinions Towards the Desires for the Cross-
Cultural Learning Process in Thai Spa Uniqueness before the Service
Classified by Age
Age
X
Below
20 years
20 - 40
years
41 - 60
years
Above
60 years
3.65 3.81 4.02 3.84
Below 20 years
3.65
- 0.1550 0.3637*
(0.012)
0.1851
20 - 40 years
3.81
- - 0.2087*
(0.038)
0.0301
41 - 60 years
4.02
- - - 0.1786*
(0.024)
Above 60 years. 3.84 - - - -
Note: * Statistical Significance Level of 0.05
205
From table 4.47, it was found that:
The sample of Russian customers aged below 20 years had different opinions
towards the desires for the cross-cultural learning process in Thai spa uniqueness before
the service from the sample aged 41-60 years with a statistical significance level of
0.05.
The sample of Russian customers aged 20-40 years had different opinions
towards the desires for the cross-cultural learning process in Thai spa uniqueness before
the service from the sample aged 41-60 years with a statistical significance level of
0.05.
The sample of Russian customers aged 41-60 years had different opinions
towards the desires for the cross-cultural learning process in Thai spa uniqueness before
the service from the sample aged over 60 years with a statistical significance level of
0.05.
Table 4.48 Pairwise Comparison of Opinions Towards the Desires for the Cross-
Cultural Learning Process in Thai Spa Uniqueness during the service
Classified by Age
Age
X
Below
20 years
20 - 40
years
41 - 60
years
Above
60 years
4.41 4.35 4.54 4.45
Below 20 years 4.41
- 0.0642 0.1242*
(0.012)
0.0429*
(0.005)
20 - 40 years 4.35
- - 0.1883*
(0.038)
0.1071*
(0.018)
41 - 60 years 4.54 - - - 0.0812
Above 60 years 4.45 - - - -
Note: * Statistical Significance Level of 0.05
From table 4.48 it was found that the sample of Russian customers aged below
20 years had different opinions towards the desires for the cross-cultural learning
206
process in Thai spa uniqueness during the services from the sample aged 41-60 years
with a statistical significance level of 0.05.
The sample of Russian customers aged below 20 years of age had different
opinions towards the desires for the cross-cultural learning process in Thai spa
uniqueness during the service from the sample aged over 60 years with a statistical
significance level of 0.05.
The sample of Russian customers aged 20-40 years had different opinions
towards the desires for the cross-cultural learning process in Thai spa uniqueness during
the service from the sample aged 41-60 years with a statistical significance level of
0.05.
The sample of Russian customers aged 20-40 years had different opinions
towards the desires for the cross-cultural learning process in Thai spa uniqueness during
the service from the sample aged over 60 years with a statistical significance level of
0.05.
Table 4.49 Pairwise Comparison of Opinions Towards the Desires for the Cross-
Cultural Learning Process in Thai Spa Uniqueness after the Service
Classified by Age
Age
X
Below
20 years
20 - 40
years
41 - 60
years
Above
60 years
3.75 3.43 3.82 3.77
Below 20 years 3.75
- 0.3144*
(0.015)
0.0666 0.0188
20 - 40 years 3.43
- - 0.3810*
(0.008)
0.3332*
(0.028)
41 - 60 years 3.82 - - - 0.0477
Above 60 years. 3.77 - - - -
Note: * Statistical Significance Level of 0.05
207
From table 4.49, it was found that:
The sample of Russian customers aged below 20 years had different opinions
towards the desires for the cross-cultural learning process in Thai spa uniqueness after
the service from the sample aged 20-40 years with a statistical significance level of 0.05.
The sample of Russian customers aged 20-40 years had different opinions
towards the desires for the cross-cultural learning process in Thai spa uniqueness after
the service from the sample aged 41-60 years with a statistical significance level of 0.05.
The sample of Russian customers aged 20-40 years had different opinions
towards the desires for the cross-cultural learning process in Thai spa uniqueness after
the service from the sample aged over 60 years with a statistical significance level of 0.05.
Table 4.50 Comparison of Opinions Towards the Desires for the Cross-Cultural
Learning Process in Thai Spa Uniqueness Classified by Education
Opinions
Educational X SD
Test statistics
F-test
(P-value)
Before the service
Below a bachelor’s degree 3.77 0.27 43.018*
(0.012) Bachelor’s degree 3.92 0.35
Above bachelor’s degree 4.32 0.31
During the service
Below a bachelor’s degree 4.35 0.20 115.13*
(0.002) Bachelor’s degree 4.47 0.05
Above bachelor’s degree 4.69 0.03
After the service
Below a bachelor’s degree 3.45 0.57 48.886*
(0.000) Bachelor’s degree 3.77 0.13
Below a bachelor’s degree 3.94 0.02
Overall
Under bachelor’s degree 3.81 0.35 121.662*
(0.000) Bachelor’s degree 4.05 0.09
Below bachelor’s degree 4.39 0.01
Note: * Statistical Significance Level of 0.05
208
Table 4.50 shows that the sample of Russian customers in Moscow City with
different educational levels had different opinions towards the overall desires for the
cross-cultural learning process in Thai spa uniqueness with a statistical significance
level of 0.05 (F-test = 121.662, P = 0.000). The sample who graduated with a degree
higher than a bachelor’s degree had a higher mean score on the opinions towards the
desires for the cross-cultural learning process in Thai spa uniqueness than the sample
who graduated with a bachelor’s degree and the sample who graduated below a
bachelor’s degree. The procedural considerations led to the following results:
1) The sample of Russian customers in Moscow City with different
educational level had different opinions towards the desires for the cross-cultural
learning process in Thai spa uniqueness before the service with a statistical significance
level of 0.05 (F-test = 43.018 , P = 0.012). The sample who graduated with a degree
higher than a bachelor’s degree had a higher mean score on the opinions towards the
desires for a cross-cultural learning process in Thai spa uniqueness than the sample who
graduated with a Bachelor’s degree and the sample who graduated below a bachelor’s
degree.
2) The sample of Russian customers in Moscow City with different
educational levels had different opinions towards the desires for the cross-cultural
learning process in Thai spa uniqueness during the services with a statistical
significance level of 0.05 (F-test = 11.513, P = 0.002). The sample who graduated with
a degree higher than a bachelor’s degree had a higher mean score on the opinions
towards the desires for the cross-cultural learning process in Thai spa uniqueness than
the sample who graduated with a bachelor’s degree and the sample who graduated
below a bachelor’s degree.
3) The sample of Russian customers in Moscow City with different
educational levels had different opinions towards the desires for the cross-cultural
learning process in Thai spa uniqueness after the service with a statistical significance
level of 0.05( F-test = 48.886, P = 0.000) . The sample who graduated with a degree
higher than a bachelor’s degree had a higher mean score on the opinions towards the
desires for the cross-cultural learning process in Thai spa uniqueness than the sample
who graduated with a bachelor’s degree and the sample who graduated below a
bachelor’s degree.
209
To determine the pairwise comparison, the LSD test was used, and the results
are shown in tables 4.51-4.54
Table 4.51 Pairwise Comparison of Opinions Towards the Desires for the Cross-
Cultural Learning Process in Thai Spa Uniqueness Classified by
Education
Educational
X
Below a Bachelor’s
Degree
Bachelor’s
Degree
Above a Bachelor’s
Degree
3.81 4.06 4.39
Below a bachelor’s
degree
3.81 - 0.2459*
(0.015)
0.5792*
(0.001)
Bachelor’s degree 4.06 - - 0.3332*
(0.028)
Above a bachelor’s
degree
4.39 - - -
Note: * Statistical Significance Level of 0.05
From table 4.51, it was found that:
The sample of Russian customers who graduated below a bachelor’s degree had
different opinions towards the overall desires for the cross-cultural learning process in
Thai spa uniqueness from the sample with a bachelor’s degree with a statistical
significance level of 0.05.
The sample of Russian customers who graduated below a bachelor’s degree had
different opinions towards the overall desires for the cross-cultural learning process in
Thai spa uniqueness from the sample with a degree higher than a bachelor’s degree
with a statistical significance level of 0.05.
The sample of Russian customers who graduated with a bachelor’s degree had
different opinions towards the overall desires for the cross-cultural learning process in
Thai spa uniqueness from the sample with a degree higher than a bachelor’s degree
with a statistical significance level of 0.05.
210
Table 4.52 Pairwise Comparison of Opinions Towards the Desires for the Cross-
Cultural Learning Process in Thai Spa Uniqueness before the Service
Classified by Education
Education
X
Below a
Bachelor’s Degree
Bachelor’s
Degree
Above a Bachelor’s
Degree
3.78 3.92 4.32
Below a bachelor’s
degree
3.78 - 0.1421*
(0.025)
0.5412*
(0.012)
Bachelor’s degree 3.92 - - 0.3991*
(0.038)
Above a bachelor’s
degree
4.32 - - -
Note: * Statistical Significance Level of 0.05
From table 4.52, it was found that:
The sample of Russian customers who graduated below a bachelor’s degree had
different opinions towards the desires for the cross-cultural learning process in Thai spa
uniqueness before the service from the sample with a bachelor’s degree with a statistical
significance level of 0.05.
The sample of Russian customers who graduated below a bachelor’s degree had
different opinions towards the desires for the cross-cultural learning process in Thai spa
uniqueness before the service from the sample with a degree higher than a bachelor’s
degree with a statistical significance level of 0.05.
The sample of Russian customers who graduated with a bachelor’s degree had
different opinions towards the desires for the cross-cultural learning process in Thai spa
uniqueness before the services from the sample with above bachelor’s degree with a
statistical significance level of 0.05.
211
Table 4.53 Pairwise Comparison of Opinions Towards the Desires for the Cross-
Cultural Learning Process in Thai Spa Uniqueness During the Service
Classified by Education
Education
X
Below a Bachelor’s
Degree
Bachelor’s
Degree
Above a Bachelor’s
Degree
4.36 4.48 4.69
Below a bachelor’s
degree
4.36 - 0.1185*
(0.038)
0.3353*
(0.012)
Bachelor’s degree 4.48 - - 0.2164*
(0.025)
Above a bachelor’s
degree
4.69 - - -
Note: * Statistical Significance Level of 0.05
From table 4.53, it was found that:
The sample of Russian customers who graduated below a bachelor’s degree had
different opinions towards the desires for the cross-cultural learning process in Thai spa
uniqueness during the service from the sample with a bachelor’s degree with a statistical
significance level of 0.05.
The sample of Russian customers who graduated below a bachelor’s degree had
different opinions towards the desires for the cross-cultural learning process in Thai
spa uniqueness during the service from the sample with above bachelor’s degree with
a statistical significance level of 0.05.
The sample of Russian customers who graduated with a bachelor’s degree had
different opinions towards the desires for the cross-cultural learning process in Thai spa
uniqueness during the service from the sample with a degree higher than a bachelor’s
degree with a statistical significance level of 0.05.
212
Table 4.54 Pairwise Comparison of Opinions Towards the Desires for the Cross-
Cultural Learning Process in Thai Spa Uniqueness after the Service
Classified by Education
Education
X
Below a Bachelor’s
Degree
Bachelor’s
Degree
Above a Bachelor’s
Degree
3.45 3.77 3.94
Below a bachelor’s
degree
3.45 - 0.3213*
(0.038)
0.4951*
(0.024)
Bachelor’s degree 3.77 - - 0.1738*
(0.018)
Above a bachelor’s
degree
3.94 - - -
Note: * Statistical Significance Level of 0.05
From table 4.54, it was found that:
The sample of Russian customers who graduated below a bachelor’s degree had
different opinions towards the desires for the cross-cultural learning process in Thai spa
uniqueness after the service from the sample with a bachelor’s degree with a statistical
significance level of 0.05.
The sample of Russian customers who graduated below a bachelor’s degree had
different opinions towards the desires for the cross-cultural learning process in Thai spa
uniqueness after the service from the sample with a degree higher than a bachelor’s
degree with a statistical significance level of 0.05.
The sample of Russian customers who graduated below a bachelor’s degree had
different opinions towards the desires for the cross-cultural learning process in Thai spa
uniqueness after the service from the sample with a degree higher than a bachelor’s
degree with a statistical significance level of 0.05.
213
Table 4.55 Comparison of Opinions Towards the Desires for the Cross-Cultural
Learning Process in Thai Spa Uniqueness Classified by Profession
Opinions Profession X SD
Test Statistics
t-test
(P-value)
Before the service
Business
owner 3.95 0.29
2.691
(0.440)
Employee 3.96 0.41
During the service
Business
owner 4.49 0.09
5.444
(0.099)
Employee 4.48 0.20
After the service
Business
owner 3.78 0.11
6.349
(0.276)
Employee 3.75 0.53
Overall Business
owner 4.07 0.15
5.556
(0.375)
Employee 3.92 0.36
Table 4.55 shows that the sample of Russian customers with different
professions had indifferent opinions towards the overall desires for the cross-cultural
learning process in Thai spa uniqueness. The sample of business owners had a higher
mean score on opinions towards the desires for the cross-cultural learning process in
Thai spa uniqueness than that of the sample of employees. The procedural
considerations led to the following results:
1) The sample of Russian customers in Moscow City with different
professions had indifferent opinions towards the desires for the cross-cultural learning
process in Thai spa uniqueness before the service. The sample of business owners had
a higher mean score on opinions towards the desires for the cross-cultural learning
process in Thai spa uniqueness than that of the sample of employees.
2) The sample of Russian customers in Moscow City with different
professions had indifferent opinions towards the desires for the cross-cultural learning
214
process in Thai spa uniqueness during the service. The sample of business owners had
a higher mean score on opinions towards the desires for the cross-cultural learning
process in Thai spa uniqueness than that of the sample of employees.
3) The sample of Russian customers in Moscow City with different
professions had indifferent opinions towards the desires for the cross-cultural learning
process in Thai spa uniqueness after the service. The sample of business owners had a
higher mean score on opinions towards the desires for the cross-cultural learning
process in Thai spa uniqueness than that of the sample of employees.
Table 4.56 Comparison of Opinions Towards the Desires for the Cross-Cultural
Process in Thai Spa Uniqueness Classified by Income Per Month
Opinions Income Per Month X SD Test Statistics F-test
(P-value)
Before the
service
Below 50,000 rubles 3.82 0.245 22.472*
(0.000) 50,000-100,000 rubles 3.80 0.363
100,001-200,000 rubles 3.89 0.279
Above 200,000 rubles 4.20 0.414
During the
service
Below 50,000 rubles 4.04 0.034 2773.64*
(0.000) 50,000-100,000 rubles 4.44 0.344
100,001-200,000 rubles 4.45 0.333
Above 200,000 rubles 4.69 0.316
After the service
Below 50,000 rubles 2.45 0.039 1900.18*
(0.000) 50,000-100,000 rubles 3.75 0.126
100,001-200,000 rubles 3.75 0.101
Above 200,000 rubles 3.94 0.298
Overall
Below 50,000 rubles 3.25 0.017 2192.87*
(0.000) 50,000-100,000 rubles 4.00 0.081
100,001-200,000 rubles 4.01 0.070
Above 200,000 rubles 4.39 0.020
Note: * Statistical Significance Level of 0.05
215
From table 4.56, it was found that the sample of Russian customers in Moscow
City with different incomes per month had different opinions towards the overall
desires for the cross-cultural learning process in Thai spa uniqueness with a statistical
significance level of 0.05 (F-test = 2192.87, P = 0.000). The sample with incomes above
200,000 rubles per month had a higher mean score on opinions towards the desires for
the cross-cultural learning process in Thai spa uniqueness than that of the sample with
monthly incomes of 100,001-200,000 rubles, 50,000-100,000 rubles, and below 50,000
rubles, respectively. The procedural considerations led to the following results:
1) The sample of Russian customers in Moscow City with different
incomes per month had different opinions towards the desires for the cross-cultural
learning process in Thai spa uniqueness before the service with a statistical significance
level of 0.05 (F-test = 22.472, P = 0.000). The sample with incomes above 200,000
rubles per month had a higher mean score on opinions towards the desires for the cross-
cultural learning process in Thai spa uniqueness than that of the sample with incomes
of 100,001-200,000 rubles, below 50,000 rubles, and 50,000-100,000 rubles per month.
2) The sample of Russian customers in Moscow City with different
incomes per month had different opinions towards the desires for the cross-cultural
learning process in Thai spa uniqueness during the service with a statistical significance
level of 0.05 (F-test = 2773.64, P = 0.000). The sample with incomes per month above
200,000 ruble had a higher mean score on opinions towards the desires for the cross-
cultural learning process in Thai spa uniqueness than that of the sample with monthly
incomes of 100,001-200,000 rubles, 50,000-100,000 rubles, and below 50,000 rubles.
3) The sample of Russian customers in Moscow City with different
incomes per month had different opinions towards the desires for the cross-cultural
learning process in Thai spa uniqueness during the service with a statistical significance
level of 0.05 (F-test = 2192.87, P = 0.000). The sample with incomes above 200 ,000
rubles per month had a higher mean score on opinions towards the desires for the cross-
cultural learning process in Thai spa uniqueness than that of the sample with monthly
incomes of 100,001-200,000 rubles, 50,000-100,000 rubles, and below 50,000 rubles.
To determine the pairwise comparison, the LSD test was used and the results
are shown in tables 4.57-4.60.
216
Table 4.57 Pairwise Comparison of Opinions Towards the Desires for the Cross-
Cultural Learning Process in Thai Spa Uniqueness Classified by Income
Per Month
Income Per Month
X
Below
50,000
Rubles
50,000-
100,000
Rubles
100,001-
200,000
Rubles
Above 200,000
Rubles
3.25 4.00 4.01 4.39
Below 50,000 Ruble 3.25 - 0.7508*
(0.015)
0.7641*
(0.008)
1.1410
50,000-100,000 rubles 4.00 - - 0.0133 0.3902*
(0.028)
100,001-200,000 rubles 4.01 - - - 0.3769*
(0.015)
Above 200,000 rubles 4.39 - - - -
Note: * Statistical Significance Level of 0.05
From table 4.57, it was found that:
The sample of Russian customers in Moscow City with incomes below 50,000
rubles per month had different opinions towards the overall desires for the cross-
cultural learning process in Thai spa uniqueness from those of the sample with incomes
of 50,000-100,000 rubles per month with a statistical significance level of 0.05.
The sample of Russian customers in Moscow City with incomes below 50,000
rubles per month had different opinions towards the overall desires for the cross-
cultural learning process in Thai spa uniqueness from those of the sample with incomes
of 100,001-200,000 rubles per month with a statistical significance level of 0.05.
The sample of Russian customers in Moscow City with monthly incomes of
50,000-100,000 rubles per month had different opinions towards the overall desires for
the cross-cultural learning process in Thai spa uniqueness from those of the sample with
incomes above 200,000 rubles per month with a statistical significance level of 0.05.
The sample of Russian customers in Moscow City with incomes of 100,001-
200,000 rubles per month had different opinions towards the overall desires for the
217
cross-cultural learning process in Thai spa uniqueness from those of the sample with
monthly incomes above 200,000 rubles per month with a statistical significance level
of 0.05.
Table 4.58 Pairwise Comparison of Opinions Towards the Desires for the Cross-
Cultural Process in Thai Spa Uniqueness before the Service Classified by
Income Per Month
Income Per Month
X
Below
50,000
Rubles
50,000-
100,000
Rubles
100,001-
200,000
Rubles
Above
200,000
Rubles
3.82 3.81 3.90 4.20
Below 50,000 rubles 3.82 - 0.0145 0.0775 0.3813
50,000-100,000 rubles 3.81 - - 0.0920*
(0.018)
0.3959*
(0.025)
100,001-200,000 rubles 3.90 - - - 0.3038*
(0.012)
Above 200,000 rubles 4.20 - - - -
Note: * Statistical Significance Level of 0.05
From table 4.58, it was found that:
The sample of Russian customers in Moscow City with incomes of 50,000-
100,000 rubles per month had different opinions towards the desires for the cross-
cultural learning process in Thai spa uniqueness before the service from those of the
sample with incomes of 100,001-200,000 rubles per month with a statistical
significance level of 0.05.
The sample of Russian customers in Moscow City with incomes of 50,000-
100,000 rubles per month had different opinions towards the desires for the cross-
cultural learning process in Thai spa uniqueness before the service from those of the
sample with incomes above 200,000 rubles per month with a statistical significance
level of 0.05.
218
The sample of Russian customers in Moscow City with incomes 100,001-
200,000 rubles per month had different opinions towards the overall desires for a cross-
cultural learning process in Thai spa uniqueness before the service from those of the
sample with incomes above 200,000 rubles per month with a statistical significance
level of 0.05.
Table 4.59 Pairwise Comparison of Opinions Towards the Desires for the Cross-
Cultural Learning Process in Thai Spa Uniqueness During the Service
Classified by Income Per Month
Income Per Month
X
Below
50,000
Rubles
50,000-
100,000
Rubles
100,001-
200,000
Rubles
Above
200,000
Rubles
4.04 4.45 4.45 4.69
Below 50,000 rubles 4.04 - 0.4084*
(0.018)
0.4128*
(0.001)
0.6526
50,000-100,000 rubles 4.45 - - 0.0043 0.2441*
(0.024)
100,001-200,000 rubles 4.45 - - - 0.2398*
(0.038)
Above 200,000 rubles 4.69 - - - -
Note: * Statistical Significance Level of 0.05
From table 4.59, it was found that:
The sample of Russian customers in Moscow City with incomes below 50,000
rubles per month had different opinions towards the desires for the cross-cultural
learning process in Thai spa uniqueness during the service from those of the sample
with incomes of 100,001-200,000 rubles per month with a statistical significance level
of 0.05.
The sample of Russian customers in Moscow City with incomes of 50,000-
100,000 rubles per month had different opinions towards the desires for the cross-
cultural learning process in Thai spa uniqueness during the service from those of the
219
sample with incomes above 200,000 rubles per month with a statistical significance
level of 0.05.
The sample of Russian customers in Moscow City with incomes of 100,001-
200,000 rubles per month had different opinions towards the desires for the cross-
cultural learning process in Thai spa uniqueness during the service from those of the
sample with incomes above 200,000 rubles per month with a statistical significance
level of 0.05.
Table 4.60 Pairwise Comparison of Opinions Towards the Desires for the Cross-
Cultural Learning Process in Thai Spa Uniqueness after the Service
Classified by Income Per Month
Income Per Month
X
Below
50,000
Rubles
50,000-
100,000
Rubles
100,001-
200,000
Rubles
Above
200,000
Rubles
2.46 3.76 3.76 3.94
Below 50,000 rubles 2.46 - 1.3023*
(0.008)
1.3014*
(0.015)
1.4885
50,000-100,000 rubles 3.76 - - 0.0009 0.1862*
(0.028)
100,001-200,000 rubles 3.76 - - - 0.1871*
(0.025)
Above 200,000 rubles 3.94 - - - -
Note: * Statistical Significance Level of 0.05
From table 4.60, it was found that:
The sample of Russian customers in Moscow City with incomes below 50,000
rubles per month had different opinions towards the desires for the cross-cultural
learning process in Thai spa uniqueness after the service from the sample with incomes
of 50,000-100,000 rubles per month with a statistical significance level of 0.05.
The sample of Russian customers in Moscow City with incomes below 50,000
rubles per month had different opinions towards the desires for the a cross-cultural
220
learning process in Thai spa uniqueness after the service from those of the sample with
incomes of 100,001-200,000 rubles per month with a statistical significance level of
0.05.
The sample of Russian customers in Moscow City with incomes per month
50,000-100,000 rubles had different opinions towards the desires for the cross-cultural
learning process in Thai spa uniqueness after the service from those of the sample with
incomes above 200,000 rubles per month with a statistical significance level of 0.05.
The sample of Russian customers in Moscow City with incomes of 100,001-
200,000 rubles per month had different opinions towards the desires for the cross-
cultural learning process in Thai spa uniqueness after the service from those of the
sample with incomes above 200,000 rubles per month with a statistical significance
level of 0.05.
Table 4.61 Comparison of Opinions Towards the Desires for the Cross-Cultural
Process in Thai Spa Uniqueness of Russian Customers in Moscow City
Classified by Experience Using Thai Spas in Thailand
Opinions Experience X SD
Test Statistics
t-test
(P-value)
Before the service Yes 4.19 0.413 7.724*
(0.000) No 3.85 0.314
During the service Yes 4.69 0.041 17.86*
(0.000) No 4.41 0.127
After the service Yes 3.94 0.037 6.371*
(0.000) No 3.63 0.403
Overall Yes 4.38 0.047 15.619*
(0.000) No 3.93 0.237
Note: * Statistical Significance Level of 0.05
221
Table 4.61 shows that the sample of Russian customers with different
experience in using spas in Thailand had different opinions towards the overall desires
for the cross-cultural learning process in Thai spa uniqueness with a statistical
significance level of 0.05 (t-test = 15.619, P = 0.000). The samples with some
experience in using spas in Thailand had a higher mean score on opinions towards the
desires for the cross-cultural learning process in Thai spa uniqueness than the sample
without any experience in using spa in Thailand. The procedural considerations led to
the following results :
1) The sample of Russian customers in Moscow City with different
experience in using spas in Thailand had different opinions towards the desires for the
cross-cultural learning process in Thai spa uniqueness before the service with a
statistical significance level of 0.05 (t-test = 7.724, P = 0.000). The samples with some
experience in using spa in Thailand had a higher mean score on opinions towards the
desires for the cross-cultural learning process in Thai spa uniqueness than the sample
without any experience in using spa in Thailand.
2) The sample of Russian customers in Moscow City with different
experience in using spas in Thailand had different opinions towards the desires for the
cross-cultural learning process in Thai spa uniqueness during the service with a
statistical significance level of 0.05 (t-test = 17.86, P = 0.000). The samples with some
experience in using spa in Thailand had a higher mean score on opinions towards the
desires for the cross-cultural learning process in Thai spa uniqueness than the sample
without any experience in using spas in Thailand.
3) The sample of Russian customers in Moscow City with different
experience in using spas in Thailand had different opinions towards the desires for the
cross-cultural learning process in Thai spa uniqueness after the service with a statistical
significance level of 0.05 (t-test= 6.371, P = 0.000). The samples with some experience
in using spa in Thailand had a higher mean score on opinions towards the desires for
the cross-cultural learning process in Thai spa uniqueness than the sample without any
experience in using spa in Thailand.
222
Table 4.62 Comparison of Opinions Towards the Desires for the Cross-Cultural
Process in Thai Spa Uniqueness of Russian Customers in Moscow City
Classified by Experience Using Thai Spas in Moscow
Opinions
Experience X SD
Test Statistics
t-test
(P-value)
Before the service Yes 3.988 0.43 2.621*
(0.009) No 3.885 0.31
During the service Yes 4.580 0.14 11.012*
(0.000) No 4.411 0.13
After the service Yes 3.866 0.10 6.206*
(0.000) No 3.611 0.42
Overall Yes 4.20 0.23 9.674*
(0.000) No 3.93 0.25
Note: * Statistical Significance Level of 0.05
Table 4.62 shows that the sample of Russian customers with different
experience in using spa in Moscow City had different opinions towards the overall
desires for the cross-cultural learning process in Thai spa uniqueness with statistical
significance level of 0.050 (t-test = 9.674, P = 0.000). The sample with some
experience in using spa in Moscow City had a higher mean score on opinions towards
the desires for the cross-cultural learning process in Thai spa uniqueness than the
sample without any experience in using spas in Moscow City. The procedural
considerations led to the following results :
1) The sample of Russian customers in Moscow City with different
experience in using spas in Moscow City had different opinions towards the desires for
the cross-cultural learning process in Thai spa uniqueness before the service with a
statistical significance level of 0.05 (t-test = 2.621, P = 0.009). The sample with some
experience in using spas in Moscow City had a higher mean score on opinions towards
223
the desires for the cross-cultural learning process in Thai spa uniqueness than the
sample without any experience in using spas in Moscow City.
2) The sample of Russian customers in Moscow City with different
experience in using spas in Moscow City had different opinions towards the desires for
the cross-cultural learning process in Thai spa uniqueness during the service with a
statistical significance level of 0.05 (t-test = 11.012, P = 0.009). The sample with some
experience in using spas in Moscow City had a higher mean score on opinions towards
the desires for the cross-cultural learning process in Thai spa uniqueness than the
sample without any experience in using spas in Moscow City.
3) The sample of Russian customers in Moscow City with different
experience in using spas in Moscow City had different opinions towards the desires for
the cross-cultural learning process in Thai spa uniqueness after the service with a
statistical significance level of 0.05 (t-test = 6.206, P = 0.000). The sample with some
experience in using spas in Moscow City had higher mean score on opinions towards
the desires for the cross-cultural learning process in Thai spa uniqueness than the
sample without any experience in using spas in Moscow City.
4.7 Part 7: The Cross-Cultural Learning Process in Thai Spa Uniqueness
and Identity for Russian Customers in Moscow City, Russia Federation
The cross-cultural learning process in Thai spa uniqueness and identity for
Russian customer in Moscow City according to objective 4 of this research came from
the result of the study based on objective 1) the quantitative study of Thai spa
uniqueness from through the use of questionnaires to survey the opinions of Russian
customers in Moscow City and the qualitative study of Thai spa identity from the
interviews with entrepreneurs of Thai spa businesses in Moscow City. The results
according to objective 2) was the study of the methods to create cross-cultural learning
about uniqueness in Thai spa services. The objective 3) was the study of the desires for
the cross-cultural learning process about the uniqueness of Thai spa services.
In order to obtain the cross-cultural learning process in Thai spa uniqueness and
identity for Russian customer in Moscow City according to objective 4, the researcher
presents all of the research results from the selection of the desires of Russian customers
224
according to the three-step process of services (before, during, and after) together with
the various elements that make up Thai spa uniqueness. The following sections will
outline the results of the views of 20 spa entrepreneurs.
225
Table 4.63 Synthesis to Creating the Cross-Cultural Learning Process about Thai Spa Uniqueness and Identity before the Services
Thai Spa Uniqueness
Thai spa uniqueness
(customers)
Thai spa identity
(entrepreneurs)
Source of
knowledge
Methods to create cross-cultural
learning process
Desires for a cross-cultural
learning process
Selection to create the
process
Yes
(%)
No
(%)
Yes
(%)
No
(%)
Mean
(X )
Interpretation Mean
(X )
Interpretation Select Deselect
Sight
1) Thai-style sign at main
entrance (Russian Language)
278
(69.0) 125(31.0) 18 Sight 4.71 Highest 4.08 High ✓
2) Thai-style brochure (Russian
Language)
269
(66.7)
140
(36.7) 20 Media 4.10 High 4.69 Highest ✓
3) Thai-style furniture 133
(33.0)
270
(67.0) 17 Place 2.16 Low 2.01 Low ✓
4) Thai-style interior design 286
(71.0)
117
(29.0) 20 Place 4.10
High 4.49 Highest ✓
5) Thai-style uniforms 276
(68.5)
127
(31.5) 20 people 4.10
High 1.52 Low ✓
Taste
6) Thai herbal drinks 287
(71.2)
116
(28.89) 20 Activities 4.02 High 4.75 Highest ✓
Smell
7) Thai herbal scent 278
(69.0)
125
(31.3) 20 Place 4.11 High 4.09 High ✓
Sound
8) Thai classical music 277
(68.7)
126
(31.3) 20 Place 4.13 High 4.09 High ✓
Touch
9) Changing clothes shoes and
feet washing
283
(70.7) 118 (29.3) 20 Activities 4.99 Highest 4.99 Highest ✓
Innate Thai characteristics
and habits of uniqueness
10) A warm welcome like a
family members
283
(70.7) 118 (29.3) 20 Activities 4.99 Highest 4.99 Highest ✓
Additional Russian context
11) Russian speaking receptionist 4.96 Highest ✓
12) Russian receptionist 4.96 Highest ✓
225
226
4.7.1 Synthesis to Create the Cross-Cultural Learning Process of Thai Spa
Uniqueness and Identity from table 4.63
Before the Service (The View of Russian Customers)
Researcher identified the important components plus two factors according to
the Russian context.
1) Thai-style sign at main entrance (Russian language) led to greater
understanding about Thai spa uniqueness as judged by 278 persons (69%), learned
through sight and Thai-style sign at the highest level ( X = 4.71) and the desires of
customers at a high level (X = 4.08). In addition,18 Thai spa entrepreneurs agree that
Thai-style sign at the main entrance is based on Thai spa identity.
2) Thai-style brochures (Russian language) led to greater understanding
about Thai spa uniqueness as judged by 269 persons (66.7%), learned through media
at a high level (X = 4.10) and the desires of customers at the highest level (X = 4.69).
In addition, 20 Thai spa entrepreneurs agree that Thai-style brochures are based on Thai
spa identity.
3) Thai-style furniture did not lead to greater understanding about Thai
spa uniqueness as judged by 270 persons (67.0%) which is at a low level (X = 2.01). In
addition, 17 Thai spa entrepreneurs agree that Thai-style furniture is based on Thai spa
identity.
4) Thai-style interior design in the main lobby led to greater
understanding about Thai spa uniqueness as judged by 286 persons (71.0%), learned
through place in spa at a high level (X = 4.10) and the desires of customers at the highest
level (X = 4.49). In addition, 20 Thai spa entrepreneurs agree that Thai-style interior
design is based on Thai spa identity.
5) Thai-style uniforms led to greater understanding about Thai spa
uniqueness as judged by 276 persons (68.5%), learned through people at a high level (
X = 4.10) and the desires of customers at a low level (X = 1.52). In addition, 20 Thai
spa entrepreneurs agree that Thai-style uniforms is based on Thai spa identity.
6) Thai herbal drinks led to greater understanding about Thai spa
uniqueness as judged by 287 persons (71.2%), learned through activities at a high level
(X = 4.02) and the desires of customers at the highest level (X = 4.75). In addition, 20
Thai spa entrepreneurs agree that Thai herbal drinks is based on Thai spa identity.
227
7) Thai herbal scent in the main lobby led to greater understanding
about Thai spa uniqueness as judged by 278 persons (69.0%), learned through places
and spa decoration at a high level (X = 4.11) and the desires of customers at a high level
(X = 4.09). In addition, 18 Thai spa entrepreneurs agree that Thai herbal scent in the
main lobby is based on Thai spa identity.
8) Thai classical music led to greater understanding about Thai spa
uniqueness as judged by 277 persons (68.7%), learned through places and spa
decoration at a high level and the desires of customers at a high level (X = 4.09). In
addition,18 Thai spa entrepreneurs agree that Thai classical music is based on Thai spa
identity.
9) Changing clothes shoes and feet washing led to greater
understanding about Thai spa uniqueness as judged by 283 persons (70.7%), learned
through activities at the highest level (X = 4.99) and the desires of customers at the
highest level (X = 4.99).
10) A warm welcome like a family members led to understanding about
Thai spa uniqueness. In addition, 20 Thai spa entrepreneurs agree that a warm welcome
like a family member is based on Thai spa identity.
11) Russian speaking receptionist at the highest level (X = 4.96).
12) Russian receptionist at the highest level (X = 4.96).
228
Table 4.64 Synthesis to Create the Cross-Cultural Learning Process about Thai Spa Uniqueness and Identity During the Service
Thai Spa Uniqueness
Thai spa uniqueness
(customers)
Thai spa identity
(entrepreneurs)
Source of
knowledge
Methods to create
learning
Desires for learning
process
Selection to create the
process
Yes
(%)
No
(%)
Yes
(%)
No
(%)
Mean
(X )
Interpretation Mean
(X )
Interpretation Select Deselect
Sight
1) Thai-style interior design 269
(66.7)
134
(33.3) 20 Place 4.71 Highest 4.08 High ✓
Smell
2) Thai herbal scent 269
(66.7)
134
(33.3) 20 Place 4.64 Highest 4.08 High ✓
Sound
3) Thai classical music in massage
room
277
(68.7)
126
(31.3) 20 Place 4.43 Highest 2.01 Low ✓
Touch
4) Praying tribute to massage
teacher (Wai Khru)
286
(71.0)
117
(29.0) 20 Media 4.99
Highest 4.17
High ✓
5) Royal Thai massage and Thai
traditional massage
286
(71.0)
117
(29.0) 20 Activities 4.99
Highest 4.99
Highest ✓
Thainess
6) Thai physical massage 285
(70.7)
118
(29.3) 20 Activities 4.99
Highest 4.99
Highest ✓
7) Thai therapists explain
technique
286
(71.0)
117
(29.0) 20 Activities 4.99
Highest 4.99
High ✓
8) Thai-style uniform 267
(71.2)
216
(28.8) 20 People 4.98
Highest 4.75 Highest ✓
Additional Russian context
9) Thai therapist speaks Russian 4.25 High ✓
228
229
4.7.2 Synthesis to Create the Cross-Cultural Process of Thai Spa
Uniqueness and Identity from table 4.64
During the Service
The researcher identified eight important components plus one factor according
to the Russian context.
1) Thai-style interior design in the massage room led to greater
understanding about Thai spa uniqueness as judged by 269 persons (66.7%), learned
through places and Thai spa decoration at the highest level (X =4.71) and based on the
desires of customers at a high level ( X = 4.08). At the same time, 20 Thai spa
entrepreneurs agree that Thai-style interior design is based on Thai spa identity.
2) Thai herbal scent in the massage room led to greater understanding
about Thai spa uniqueness as judged by 269 persons (66.7%), learned from places and
Thai spa decoration at the highest level (X = 4.64) and the desires of customers at a high
level (X = 4.08). At the same time, 20 Thai spa entrepreneurs agree that Thai herbal
scent is based on Thai spa identity.
3) Thai classical music in the massage room led to greater understanding
about Thai spa uniqueness as judged by 277 persons (68.7%), learned from places and
Thai classical music in massage room at the highest level (X = 4.43) and the desires of
customers at a low level (X = 2.01). At the same time, 20 Thai spa entrepreneurs agree
that Thai classical music is based on Thai spa identity.
4) Praying tribute to massage teacher (Wai Khru) led to greater
understanding about Thai spa uniqueness. At the same time, 20 Thai spa entrepreneurs
agree that praying tribute to massage teacher is based on Thai spa identity.
5) Royal Thai massage and Thai traditional massage led to greater
understanding about Thai spa uniqueness as judged by a total number of 286 persons
(71.0%), learned from Thai activities at the highest level (X = 4.99) and the desires of
customers at the highest level (X = 4.99). At the same time, 20 Thai spa entrepreneurs
agree that Royal Thai massage and Thai traditional massage are based on Thai spa
identity.
230
6) Thai physical massage brought greater understanding about Thai spa
uniqueness as judged by 285 persons (70.7%), learned through activities at the highest
level (X = 4.99) and the desires of customers at the highest level (X = 4.99). At the same
time, 20 Thai spa entrepreneurs agree that Thai physical massage brought
understanding about Thai spa uniqueness is based on Thai spa identity.
7) Thai therapist explains techniques led to greater understanding about
Thai spa uniqueness as judged by a total number of 286 persons (71.0%), learned
through Thai activities at the highest point, (X = 4.99) and the desires of customers at
the highest level (X =4.99). At the same, time, 20 Thai spa entrepreneurs agree that Thai
therapist explains techniques led to greater understanding about Thai spa uniqueness is
based on Thai spa identity.
8) Thai-style uniform led to greater understanding about Thai spa
uniqueness as judged by 267 persons (71.2%) learned from people at the highest level
(X = 4.98) and the desires of customers at the highest level (X = 4.75). At the same time,
20 Thai spa entrepreneurs agree that Thai-style uniform led to greater understanding
about Thai spa uniqueness. The entrance is also based on a part of Thai spa identity.
9) Thai therapist speaks Russian at a high level (X = 4.25).
The researcher did not select No. 3 to include in the process.
231
Table 4.65 Synthesis to Create the Cross-Cultural Learning Process about Thai Spa Uniqueness and Identity after the Service
Thai Spa Uniqueness
Thai spa
uniqueness
(customers)
Thai spa identity
(entrepreneurs)
Source of
knowledge
Methods to create a cross-
cultural learning
Desires for a cross-cultural
learning process
Selection to create
the process
Yes
(%)
No
(%)
Yes (%) No
(%)
Mean
(X )
Interpretation Mean
(X )
Interpretation Select Deselect
Sight
1) Thai-style interior
design 286
(71.0)
117
(29.0) 20 Place 4.80 Highest 4.75 Highest ✓
Taste
2) Thai sweet 148
(36.7)
255
(63.3) 17
Activities 2.78 Low 1.34 Lowest ✓
3) Thai herbal drinks
and candies
278
(69.0)
125
(31.0) 13
Activities 4.79 Highest 4.98 Highest ✓
Smell
4) Thai herbal scent 278
(69.0)
125
(31.0) 20 Place 4.80 Highest 4.75 Highest ✓
Sound
5) Thai classical music 277
(68.7)
126
(31.3) 20 Place 4.10 High 4.09 High ✓
Touch
6) Change clothes shoes
and bid farewell to
customers
286
(71.0)
117
(29.0) 20 Activities 4.80 Highest 4.65 ✓
Thai habit uniqueness
7) After services,
information by
giving out brochures
288
(71.5)
115
(28.5) 20
People /
Media 4.13 Highest 4.75 Highest ✓
Additional Russian
context
8) Thank you in
Russian language 4.99 Highest ✓
231
232
4.7.3 Synthesis to Create the Cross-Cultural Process of Thai Spa
Uniqueness and Identity from table 4.65
After the Service
Researcher presented seven important components plus one factor according to
the Russian context.
1) Thai-style interior design led to greater understanding about Thai spa
uniqueness as judged by 286 persons (71.0%) who learned from place and Thai spa
decoration at the highest level (X = 4.80) and was based on the desires of customers at
the highest level (X = 4.75). At the same time, 20 Thai spa entrepreneurs agree that
Thai-style interior design is part of Thai spa identity.
2) Thai sweets did not lead to greater understanding about Thai spa
uniqueness as judged by 255 persons (63.3%) which represent the lowest level (X =
1.34). At the same time, 17 Thai spa entrepreneurs agree that Thai sweets are part of
Thai spa identity.
3) Thai herbal drinks and candies led to greater understanding about
Thai spa uniqueness as judged by 278 persons (69.0%), learned from activities at the
highest level (X = 4.79) and were based on the desires of customers at the highest level
(X = 4.98). At the same time, 13 Thai spa entrepreneurs agree that Thai herbal drinks
and candies are parts of Thai spa identity.
4) Thai herbal scent in the main lobby led to greater understanding
about Thai spa uniqueness as judged by 278 persons (69.0%), learned from place and
Thai spa decoration at the highest level (X = 4.80) and were based on the desires of
customers at the highest level (X = 4.75). At the same time, 20 Thai spa entrepreneurs
agree that Thai herbal scent is part of Thai spa identity.
5) Thai classical music led to greater understanding about Thai spa
uniqueness as judged by 277 persons (68.7%), learned through place, and Thai spa
decoration at a high level (X = 4.10) and were based on the desires of customers at a
high level ( X = 4.09). At the same time, 20 Thai spa entrepreneurs agree that Thai
classical music is part of Thai spa identity.
6) After service when information was shared through brochures led to
greater understanding about Thai spa uniqueness as judged by 288 persons (71.5%)
and was based on the desires of customers at the highest level (X = 4.75). At the same
233
time, 20 Thai spa entrepreneurs agree that after service information by giving brochures
is a part of Thai spa identity.
7) Saying “thank you” in the Russian language did not indicate Thai spa
uniqueness but met the customers’ desires at the highest level (X = 4.99) at the same
time 20 Thai spa entrepreneurs agree that 7. Saying “thank you” in the Russian
language is an important part of Thai spa identity.
Figure 4.1 The Data Analysis to Create the Cross-Cultural Learning Process of
Thai Spa Uniqueness and Identity
234
From the Results of Research Objective 1, it was found that Russian customers
in Moscow City understood the uniqueness of Thai Spa consist of sight, taste, smell,
sound, touch, and innate Thai characteristics and habits such as SIGHT 1) Thai-style
sign at main entrance 278 (69.0%), 2) Thai-style decorations at main entrance 255
(63.3%), 3) Thai-style interior design in the main lobby 286 (71.0%), 4) Thai-style
furniture 133 (33.0%), 5) Thai-style uniforms 276 (68.5%), 6) Thai-style brochures 269
(66.7%), TASTE 7) Thai herbal drinks 287 (71.2%), 8) Thai herbal candies 278
(69.0%), 9) Thai sweets 148 (36.7%), SMELL 10) Thai herbal scent in the main lobby
278 (69.0%), 11) Thai herbal scent in the massage room 281 (69.7%), 12) Thai herbal
scent in drinks 277 (68.7%), 13) Thai herbal scent in spa products 279 (69.2%),
SOUND 14) Thai classical music 277(68.7%), 15) Greetings in the Thai language,
“Sawasdee” 276 (68.5%), 16) Thank you in the Thai language, “Kob Khun” 273
(67.7%), TOUCH 17) Thai therapists 287 (71.2%), 18) Thai-style massages (Royal
Thai massage and Thai traditional massage), 286 (71.0%) innate Thai characteristics
and habits, 19) Thai courtesy (Wai and Wai Khru) 286 (71.0%), 20) Thai habit of being
service-minded (customers change clothes shoes and feet washing) 285 (70.7%), and
21) Friendly Thai habits (smile and a warm welcome like a family member) 288
(71.5%).
Then the researcher concludes that Russian customers understood all factors
relating to Thai spa uniqueness except Thai-style furniture and Thai sweets.
At the same time, based on in-depth interviews with 20 Thai spa entrepreneurs,
it was found that they have created Thai spa identities and made them memorable,
making each element stand out as follows: SIGHT 1) Thai-style sign at main entrance
(18 places), 2) Thai-style decorations at main entrance (2 0 places), 3) Thai-style
interior design in main lobby (20 places), 4) Thai-style furniture (17 places), 5) Thai-
style uniforms (20 places), 6) Thai-style brochures (20 places), TASTE 7) Thai herbal
drinks (2 0 places), 8) Thai herbal candies (1 3 places), 9) Thai sweets (17 places),
SMELL 10) Thai herbal scent in the main lobby (2 0 places), 11) Thai herbal scent in
the massage room (20 places), 12) Thai herbal scent in drinks (2 0 places), 13) Thai
herbal scent in spa products (20 places), SOUND 14) Thai classical music (20 places),
15) Greetings in the Thai language, “Sawasdee” (15 places), 16) Thank you in the Thai
language, “Kob Khun” (14 places), TOUCH 17) Thai therapists (20 places), 18) Thai-
235
style massages (Royal Thai massage and Thai traditional massage) (20 places),
INNATE THAI CHARACTERISTICS AND HABITS 19) Thai courtesy (Wai and
Wai Khru) (20 places), 20) Thai habit of being service-minded (customers change
clothes shoes and feet washing) (20 places), and 21) Friendly Thai habits (smile and a
warm welcome like a family member) (2 0 places). It can be concluded that in the
perspectives of Thai spa entrepreneurs, they have thoroughly introduced all dimensions
of Thai spa identities into their businesses which include Thai-style furniture and Thai
sweets.
From the Results of Research Objective 2
Before the process of services prefer learning from activities (X = 4.99)
During the process of services prefer learning from activities (X = 4.99)
After the process of services prefer learning from place and environment (X =
4.80)
It was found that Russian customers had learned about the uniqueness of Thai
spa services through various steps before the service, the learning activities which had
the highest level (X= 4.99) were change clothes shoes and feet washing. During the
service, the learning activities which had the highest level ( X = 4.99) were Thai
therapists and praying tribute to massage teacher (Wai Khru). After the service, the
learning activities from place and environment which had the highest level (X = 4.80)
were Thai-style interior design in main lobby and Thai classical music.
From the Results of Research Objective 3, it was found that Russian customers
in Moscow City had the highest desires for the following before the service: Russian
language sign (X = 4.24), Russian speaking receptionist (X = 4.96), Russian receptionist
(X = 4.96), Thai-style brochures (X= 4.69), a warm welcome like a family members,
and change clothes shoes and feet washing (X = 4.99). During the service, the highest
desires were for Thai therapist praying tribute to massage teacher before massaging
(Wai Khru) (X = 4.99), Thai herbal scent of spa products (X= 4.75), and Thai-style
massages such as Thai therapeutic massage, Thai physical massage, Thai relaxing
massage, massage by hands only, and massage by hands, feet, and elbows (X = 4.99).
After the service, the highest desires were for receptionist to bid farewell and say
goodbye (X= 4.65), information by giving out brochures (X = 4.75), Thai herbal scent
(X = 4.75), and saying “thank you” in Russian language (X = 4.99).
236
From the Results of Research Objective 4, after having reviewed and analyzed
the data, it was found that all objectives of this research have been met. The researcher
has proposed the creation of a learning process that would be appropriate for the context
of Russian customers and fully complete customers’ Thai spa uniqueness experience in
the following ways.
Consequently, the researcher would like to summarize the overall picture of the
learning process in order to make the uniqueness of Thai habits tangible and applicable
to actual practice at Thai spas.
Before the service, there must be a Thai-style sign at the main entrance ( X =
4.08). More specifically, the use of a Russian language sign ( X = 4.24) will allow the
unique Thai identity to be clearly conveyed to Russian customers.
At the entrance, the interior will be designed starting from the main lobby to
create a Thai ambiance with the use of Thai style decoration ( X = 4.49). In addition,
customers can appreciate the Thai uniqueness from the use of Thai herbs ( X = 4.96)
which include the use of lemongrass, pandan, and Thai herbal scents from other spa
products will help make the spa have a pleasant smell, allowing customers to feel the
unique Thai identity. Thereafter, customers will be greeted by a receptionist who can
communicate in Russian language ( X = 4.96), it does not matter if the receptionist is
Thai or Russian (X = 4.96). Regardless, they will receive a warm welcome like a family
member in a humble and polite Thai manner. The receptionist will be neat and smile
radiantly which is a key part of the uniqueness of Thai habits and the Thai people (X =
4.99). As the receptionist invites customers to take a seat, they will have the opportunity
to learn about Thai uniqueness from the various media in spa and pictures found in the
main lobby. Customers may also read more about the details from Thai-style brochures
( X = 4.69). While waiting, customers can listen to pleasant Thai classical music which
helps to create a relaxing ambiance (X = 4.09). Customers also enjoy Thai herbal drinks
(X = 4.09).
After that, customers will have the opportunity to change their clothes and shoes
and have their feet washed before they receive their massage treatment. At this stage of
the service, customers are very pleased. This step can be considered to be the one which
impresses the customers the most ( X = 4.99). It is noteworthy that at this stage,
customers do not pay much attention to how the receptionist are dressed ( X = 1.52)
237
even though they are all wearing Thai-style clothes which are a reflection of the unique
Thai identity.
During the service is considered the step during which customers learn the most
and feel impressed with the service. The therapist will invite and welcome customers
into the Thai massage room. The therapist will inquire about their customers’
preliminary desires. Then the massage will begin. It is at this time when customers will
feel the care and attention from their Thai therapist. Customers also like to hear the
explanation of techniques by Thai therapists ( X = 4.17). The customers can feel the
genuine friendliness of the therapist who comes from Thailand (X = 4.99). The therapist
will be dressed neatly, wearing beautiful Thai fabrics which greatly impresses the
customers ( X = 4.75). Together with Thai style decoration in the massage room ( X =
4.08). Furthermore, the pleasant scents from Thai herbs also help create a nice ambiance
(X = 4.08).
Next is the actual massage. Customers have confidence in the quality, no matter
if it is the Royal Thai massage or Thai traditional massage, one which focuses on the
tendons. (X = 4.99) Before the massage begins, the therapists would pray the obligatory
tribute to their teacher before each massage session, known in Thai as “Wai Khru,
something which customers feel particularly impressed with ( X = 4 . 9 9 ). During the
massage, Thai physical massage includes various massage techniques with the use of
hands, feet, and elbows. The therapist’s explanation of techniques by Thai therapists
will also be given at the initial stages of the massage session (X = 4.99). For this reason,
customers choose Thai therapists with Russian speaking skills ( X = 4.25). It is also
noteworthy that while customers are getting massaged, they do not like listening to any
music (X = 2.01).
After the service, once the massage is completed, the customer will be escorted
back to the main lobby. There will be an opportunity for customers to change their
clothes and shoes (X = 4.65). While waiting in the main lobby, customers will not only
be impressed with the massage they just received, but they will also be impressed with
the receptionist who will serve them herbal drinks and candies ( X = 4.98). Customers
can also relax while listening to Thai classical music ( X = 4.09) and smelling Thai
herbal scents ( X = 4.75). It is at this stage that customers can indulge in and remember
the Thai spa which has been designed in a Thai style ( X = 4.75). This last step is very
238
important which can leave the customer fully satisfied before they pay for the massage
session with the feeling that it is worth their money. Staff must not disturb the customers
in any way at this step except if they have any queries. The customer receives more
information by receiving brochures (X = 4.75). Lastly, to express their Thai uniqueness
and identity and to leave a lasting impression, the receptionist will send the customers
off by bidding farewell with a Thai “wai.” Staff say “thank you” in Russian language;
customers prefer that this expression of gratitude be in Russian language (X = 4.99).
After having explained the entire process and all the steps involved, the
researcher has proposed “The Cross Cultural Learning Process of Thai Spa Uniqueness
and identity for Russian Customers in Moscow City, Russian Federation.
239
Figure 4.2 The Cross-Cultural Learning Process of Thai Spa Uniqueness and Identity for Russian Customers in Moscow City, Russian
Federation
OUT
Before the service After the service
Main lobby Massage
Room
Main lobby
During the service
- Thai-style sign at entrance (Russian language)
- A warm welcome like a family member
- Russian speaking receptionist
- Russian receptionist
- Thai-style brochures ( Russian language)
- Thai-style interior design
- Thai herbal scent
- Thai classic music
- Thai herbal drinks
- Change clothes shoes and feet washing
- Thai-style interior design
- Thai herbal scent
- Praying tribute to massage teacher (Wai Khru)
- Royal Thai massage and Thai traditional massage
- Thai physical massage
- Thai-style uniform
- Thai therapist explains technique
- Thai therapist speaks Russian
- Thai-style interior design
- Thai herbal drinks and candies
- Thai herbal scent
- Thai classic music
- Change clothes and farewell
customers - After service information by given
brochures
- Thank you in Russian language
239
240
Small Group Discussion to Improve the Process to be in Practical
After creating The Cross-Cultural Learning Process in Thai Spa Uniqueness and
Identity for Russian Customers in Moscow City, Russian Federation, the researcher
presented it to lead the discussion with six experts consisting 1) Director, Tourism
Authority of Thailand, Moscow City (retired); 2) Director of Tourism Authority of
Thailand, Moscow City (present); 3) Secretary of the Embassy of Thailand in Moscow
City; 4) Thai spa owner in Moscow City; 5) Director of an Export Company; and 6 )
Director of Finance Department of the Thai Embassy in Moscow City. The experts’
opinions from the discussion are outlined below:
Table 4.66 The Small Group Discussion by Expert about The Cross-Cultural
Learning Process of Thai Spa Uniqueness and Identity for Russian
Customers in Moscow City, Russian Federation
The Cross-Cultural Learning Process Expert 1 Expert 2 Expert 3 Expert 4 Expert 5 Expert 6
Before the service
Thai-style sign at entrance ( Russian
language)
√
√
√
√
√
√
Warm welcoming like a family
members
√ √ √ √ √ √
Russian speaking receptionist √ √ √ √ √ √
Russian receptionist x √ x √ x √
Thai-style brochures ( Russian
language)
√ √ √ √ √ √
Thai-style interior design √ √ √ √ √ √
Thai herbal scent √ √ √ √ √ √
Thai classic music √ √ √ √ √ √
Thai herbal drinks √ √ √ √ √ √
Change clothes shoes and feet washing √ √ √ √ √ √
During the service
Thai-style interior design √ √ √ √ √ √
Thai herbal scent √ √ √ √ √ √
Praying tribute to massage teacher
(Wai Khru)
√ √ √ √ √ √
Royal Thai massage and Thai
traditional massage
√ √ √ √ √ √
Thai physical massage √ √ √ √ √ √
Thai-style uniform √ √ √ √ √ √
Thai therapist explains technique √ √ x √ √ x
Thai therapist speaks Russian √ √ x √ √ x
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Table 4.66 (Continued)
The Cross-Cultural Learning Process Expert 1 Expert 2 Expert 3 Expert 4 Expert 5 Expert 6
After the service √ √ √ √ √ √
Thai-style interior design √ √ √ √ √ √
Thai herbal drinks and candies √ √ √ √ √ √
Thai herbal scent √ √ √ √ √ √
Thai classic music √ √ √ √ √ √
Change clothes shoes and bid farewell √ √ √ √ √ √
After service information by given
brochures
√ √ √ √ √ √
Thank you in Russian language x √ x √ √ x
After each expert has given their opinion in person, they also discuss find out
the conclusion about their same and different opinion in The Cross-Cultural Learning
Process of Thai Spa Uniqueness and Identity for Russian Customers according to the
three steps below:
1) Before the Service:
Following discussions with all six experts about the process before the
service, there were those who had similar as well as diverging opinions. Experts 1 and
5 are of the opinion that Russian receptionists are not appropriate for Thai spas. They
added that it would be better to train Thai receptionists to speak Russian language.
While expert 3 is not sure if a Russian receptionist would understand Thai identity and
have a better understanding of Thai culture more than a Thai person. Thus, they
recommend that the receptionist should be a Thai person who can speak Russian
language well. However, all five experts insist on Thai spa uniforms for Receptionists
which must only be in a Thai style according to the Department of Health Service
Support, Ministry of Public Health.
2) During the Service:
Following discussions with all six experts about the process during the
service, there were those who had similar as well as diverging opinions. All experts
agree with the processes during the service. The only exceptions are under the topics of
Thai therapist explains technique and Thai therapist speaks Russia. Experts 3 and 6
disagree with the others and think that the therapist should not say anything at all during
the service. This is because the therapist and the customer might not be able to
242
communicate with each other. For this reason, it is advisable that the therapists be
trained to speak some basic Russian language as per established standards.
3) After the service:
Following discussions with all six experts about the process after the
service, there were those who had similar as well as diverging opinions. All experts
agree with the various processes after the service. The only exception is under the topic
of Thank you in Russian language. Experts 1, 3 and 6 do not agree with the others and
believe that the receptionist must say thank you simultaneously in Thai and Russian
languages because bidding farewell is a strong reflection of Thai identity
4.8 Conclusion
Following the small group discussions with all six experts, it can be concluded
that the process and steps in the service which will be presented by the researcher are
appropriate and can be thoroughly applied to Russian customers; however, there is a
strong need for Thai traditional uniforms for the receptionist before and after the
service as outlined in the new process below.
243
Figure 4.3 The Cross-Cultural Learning Process of Thai Spa Uniqueness and Identity
for Russian Customers in Moscow City, Russian Federation (The New
Process after Conclusion from the Experts)
- Thai-style sign at entrance
(Russian language)
- A warm welcome like a family
member
- Russian speaking receptionist
- Russian receptionist
- Thai-style brochures ( Russian
language)
- Thai-style interior design
- Thai herbal scent
- Thai classic music
- Thai herbal drinks
- Change clothes shoes and feet
washing
- Thai-style interior design
- Thai herbal scent
- Praying tribute to massage
teacher (Wai Khru)
- Royal Thai massage and Thai
traditional massage
- Thai physical massage
- Thai-style uniform
- Thai therapist explains
technique
- Thai therapist speaks Russian
- Thai-style interior design
- Thai herbal drinks and candies
- Thai herbal scent
- Thai classic music
- Change clothes shoes and bid farewell
to customers
- After service information by giving out
brochures
- Thank you in Russian language
-Thai Traditional uniform
CHAPTER 5
CONCLUSIONS, DISCUSSION AND CONTRIBUTION
This study is entitled “The Cross-Cultural Learning Process of Thai Spa
Uniqueness and Identity for Russian Customers in Moscow City, Russian Federation”
and was conducted by using Mixed Research Methods (Qualitative Research and
Quantitative Research). The results of this study are summarized, discussed, and
presented in this chapter.
5.1 Conclusions
The results of this study were summarized and presented in the order of its
research objectives as set out below.
5.1.1 Objective 1
To Study the Uniqueness of Thai Spa Services in the View of Russian
Customers and the Identity Concepts of Thai Spa Entrepreneurs in Moscow City,
Russian Federation
The results of the research conducted on the uniqueness of Thai Spas for
Russian customers in Moscow City were based on a questionnaire given to customers
after they received their spa services. It was found that Russian customers in Moscow
City understood the uniqueness of Thai Spa, one which consists of sight, taste, smell,
sound, touch, and the innate Thai habits and characteristics. The finding is consistent
with the entrepreneur concept, except for the importance of Thai-style furniture and
Thai sweets.
Followed by hypothesis testing 1, it was also found that customers who had
experienced using spa services in Thailand and in Moscow City had divergent
viewpoints on Thai spa uniqueness when compared with those who never experienced
spa services before.
245
Moreover, the study on identity was based on in-depth interviews with 20 Thai
spa entrepreneurs operating Thai spa businesses in Moscow City revealed that the
identity of Thai spas in terms of sight, taste, smell, sound, touch, and the innate Thai
characteristic and habits. The findings are in line with the uniqueness of Thai spa
services in every dimension, including Thai-style furniture and Thai sweets. In the
perspective of spa entrepreneurs, they feel that Thai-style furniture and Thai sweets are
still vital identities which they must completely include in their businesses so that they
are memorable. These are the only two dimensions that differ.
5.1.2 Objective 2
To Explore the Methods of Creating Cross-Cultural Learning Process about the
Uniqueness of Thai Spa Services for Russian Customers in Moscow City, Russian
Federation
It was found that Russian customers learned about the uniqueness of Thai spa
services from four sources: people, media in spa, place and environment, and activities
through three steps.
Before the service-learning from activities source had the highest level as they
had to change clothes shoes and feet washing.
During the service-learning from activities source had the highest level. This
included Thai-style massage and Thai therapists pray tribute to massage teacher (Wai
Khru).
After the service-learning from place and environment had the highest level,
which included Thai-style interior design in the main lobby and Thai classical music.
Followed by hypothesis testing 2, it was also found that the samples of different
age, education, income per month, and experiences using spas in Thailand and Moscow
City had different levels of understanding with a statistical significance. Respondents
who had the highest levels of learning were age between 41-60 years old, with a level
of education above a bachelor’s degree, and income per month above 200,000 rubles.
246
5.1.3 Objectives 3
To Identify the Desires for a Cross-cultural Learning Process about the
Uniqueness of Thai Spa Services for Russian Customers in Moscow City, Russian
Federation
It was found that Russian customers in Moscow City had the most desires:
Before the service-a Russian language sign, a Russian speaking receptionist, a
Russian receptionist, Thai-style brochures, a warm welcome like a family member, and
the opportunity to change clothes shoes and feet washing.
During the service-They need Thai-style massages such as Thai therapeutic
massage, Thai physical massage, Thai relaxing massage, massage by hand , feet, and
elbows. In addition, they had the greatest desires for a massage by a Thai Therapist
and pray tribute to massage teacher before the session.
After the service-receptionist bids farewell, provides more information by
giving out brochures, uses Thai herbal scent and says thank you in Russian language.
Followed by hypothesis testing 3, it was also found that the samples with
different gender, age, education, income per month, and experiences using spas in
Thailand and Moscow City had different desires which were statistically significant.
The highest levels of desires in Thai spa uniqueness services could be found among
those between 4 1 - 6 0 years old, with a level of education above a bachelor’s degree,
and income per month above 200,000 rubles.
5.1.4 Objectives 4
To Create a Cross-cultural Learning Process of Thai Spa Uniqueness and
Identity for Russian Customers in Moscow City, Russian Federation
The researcher has proposed the creation of a learning process which included
three steps and four sources that would be appropriate for the context of Russian
customers and fully complete and implement the Thai spa uniqueness and identities
concepts as follows:
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Figure 5.1 The Cross-Cultural Learning Process Of Thai Spa Uniqueness and
Identity For Russian Customers in Moscow City, Russian Federation
- Thai-style sign at entrance in
Russian
- A warm welcome like a family
member
- Russian speaking receptionist
- Russian receptionist
- Thai-style brochures in Russian
- Thai-style interior design
- Thai herbal scent
- Thai classic music
- Thai herbal drinks
- Change clothes shoes and feet
washing
- Thai-style interior design
- Thai herbal scent
- Praying tribute to massage
teacher (Wai Khru)
- Royal Thai massage and
Thai traditional massage
- Thai physical massage
- Thai-style uniform
- Thai therapist explains
technique
- Thai therapist speaks
Russian
- Thai-style interior design
- Thai herbal drinks and candies
- Thai herbal scent
- Thai classic music
- Change clothes shoes and bid
farewell to customers
- After service information by giving
out brochures
- Thank you in Russian language
Before the
service
Main lobby Massage Room
During the
service After the
service
Main lobby
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As above objective 4: The researcher will explain the details in the following
paragraphs.
Before the process of service is composed of 1) Thai-style sign at the main
entrance, 2) a warm welcome like a family member, 3) a Russian speaking receptionist
and a Russian receptionist, 4) Thai-style brochures, 5) Thai-style interior design, 6)
Thai herbal scent, 7) Thai classical music, 8) Thai herbal drinks, and 9) change clothes
shoes and feet washing.
During the process of services is composed of 1) Thai-style interior design, 2)
Thai herbal scent, 3) Therapists pray tribute to massage teacher (Wai Khru), 4) Royal
Thai massage and Thai traditional massage, 5) Thai-style uniform, 6) Thai physical
massage, 7) Thai therapist explains the techniques, and 8) Thai therapist speaks
Russian.
After the process of services is composed of 1) Thai-style interior design, 2)
Thai herbal drinks and candies, 3) Thai herbal scent, 4) Thai classical music, 5) change
clothes shoes and feet washing and bid farewell to customer, 6) information was
provided by giving out brochures, and 7) say thank you in Russian language.
Conclusion of Hypothesis
Hypothesis 1: Different demographic profiles of Russian customers in Moscow
City would result in different opinions about the uniqueness of Thai spa.
Followed by hypothesis testing 1, customers who had experienced using spa
services in Thailand and in Moscow City had divergent viewpoints on Thainess and the
Thai identity when compared with those who never experienced spa services before.
Hypothesis 2: Different demographic profiles of Russian customers in Moscow
City would result in different opinions about the methods of creating the uniqueness of
Thai spa services.
It was also found that the samples of different ages, education, income per
month, and experiences using spas in Thailand and Moscow City had different levels
of understanding with a statistical significance. Respondents who had the highest levels
of learning were those aged between 41-60 years old, had a level of education above a
bachelor’s degree, and had an income per month of above 200,000 rubles.
Hypothesis 3: Different demographic profiles of Russian customers in Moscow
City would result in different opinions about the uniqueness of Thai spa services.
249
It was also found that the samples with different sexes, ages, levels of education,
income per month, and prior experiences using spas in Thailand and Moscow City had
different desires which were statistically significant. The highest levels of desires in
Thai spa uniqueness services could be found among those aged 41-60 years old, with
an educational level above a bachelor’s degree, and an income above 200 ,000 rubles
per month.
5.2 Discussion
From the study on the cross-cultural learning process in Thai Spa uniqueness
and identity of Russian customers in Moscow City, Russian Federation, the researcher
would like to discuss the results in this section.
5.2.1 Objectives 1
To Study Thai Spa Uniqueness and Identity of Russian Customers in Moscow
City
It was found that Thai spa uniqueness in the view of Russian customers’
understanding was based on the following senses: sight, taste, smell, sound, touch, and
the innate Thai characteristics and habits as well as the entrepreneur’s perspectives on
Thai spa identities. This is consistent with the Department of Health Service (2013)
and the research conducted by Phennapha Sapcharoen (2007) and Chariya Isarangkun
Na Ayutthaya (2013). From the research conducted on sight and taste, it was found that
Russian customers still did not clearly understand Thai uniqueness from Thai furniture
and Thai sweets. In reality, the Service Support Department (2016) has stipulated that
the identity of Thai spas must include Thai-style furniture. Nevertheless, based on in-
depth interviews with the Thai spa entrepreneurs, 18 out of the 20 agree that every step
in the importation of furniture into Russia from Thailand is complicated with high
expenses. As a result, they have resorted to using what is available in Moscow City
instead. Because of this, customers are not able to distinguish the identity of furniture
clearly as well as the identity in terms of taste. After the service, Thai spas serve Thai
sweets. Due to the fact that the majority of Russian customers who come to receive spa
services are concerned about their health, there is not a great demand for Thai sweets
250
according to the results of this research. At the same time, based on in-depth interviews,
17 out of 20 Thai spa entrepreneurs still create Thai identity in terms of taste by serving
Thai sweets to their Russian customers. This finding is in line with the hypothesis
stipulating that different demographic profiles in the aspect of experience of using Thai
spas both in Thailand and Moscow City would result in differing opinions.
Furthermore, this was consistent with research conducted by Assael (1998, p. 105) who
stated that learning referred to behavioral change as a result of past experiences.
5.2.2 Objective 2
To Explore the Methods to Create a Cross-Cultural Learning Process in Thai
Spa Uniqueness for Russian Customers in Moscow City
Thai Spa uniqueness in terms of The Department of Health Service (2013) can
be found in its entirety in three steps (before, during, and after) as proposed by Gane
and Beer (1971, p. 342) and four sources of learning ( people, media in spa, place and
environment, and activities) as outlined by Ramirez (1985, p. 386).
Before the service Russian customers learned from activities source through
change cloths shoes and feet washing at the highest levels. As stipulated by The
Department of Health Service (2013), the identity of Thai spas must include feet
washing, touch and display of care, and friendliness. It is noteworthy that there is a low
level of learning from the receptionist who is Thai and who wears a Thai-style uniform.
This stems from understanding of the process from the individual, knowledge,
awareness, and surroundings which affect the behavior of people from different
societies and from different cultures (Hofstede). The same concept also applies to
differences between Thai and Russian cultures.
During the service, it is a very important part of the service process. The
customer has to enter the massage room. The results showed that the customers learned
from the activities source through the Thai therapist, Thai traditional massage as well
as the praying tribute to massage teacher (Wai Khru) at the highest level which is the
most important element of the Thai spa identity (Department of Health Service, 2013).
After the service, Russian customers also learned about Thai-style interior
design from place and environment sources at the highest level . This is in line with the
customers’ prior experience which they had with Thai spas at the main lobby. As a
251
result, the customers are familiar with Thai-style interior design and the process before
the service once they step foot in the reception area. This is similar to what Assael
(1998, p. 105) stated that prior experience will help to promote a positive learning
experience. But one point which has surprised the researcher concerns the fact there is
very little learning about Thai sweets even though is it a necessity when it comes to
Thai spa identity. This stems from the fundamental information that Russian customers
regard visiting spas as a form of treatment; therefore, it is not appropriate to consume
sweets. This is in line with Sippasini Baray (2012) who stated that Chinese customers
also do not favor consuming Thai sweets. According to the hypothesis, that different
demographic profiles would yield different opinions on the methods to create the cross-
cultural learning process. It was found that different genders and occupations did not
yield divergent opinions in the same line according to Byram (1997) who said that the
learning process can occur without any relation to the individual, but it is related to
education and an understanding of each other’s cultures. As a result, they serve as
variables to how customers access information. However, age, education, income per
month, and previous experiences of using Thai spas in Thailand and Moscow City
yielded different opinions with a statistical significance. This fact is also confirmed by
Schiffman and Kanuk (1994) who stated that Consumer Learning refers to a process
where individuals acquire knowledge and experience and apply it to future related
behavior. It was also found that female Russian customers aged 41-60 had a higher
learning process than males. The explanation that at the Baby Boomer period, it was a
trend for those born during this period to pay more attention to their health. This was
consistent with findings from research conducted by Crebbin-Bailey, Harcup, and
Harrington (2005) who discussed the growing trends for health care; those who sparked
this phenomenon were also known as Baby Boomers or women of growing age who
became increasingly anxious about their own age and turned to spa services for beauty
and health care. Those who have an education level above a bachelor’s degree and
income in excess of 200,000 rubles per month were able to learn and understand how
to create the cross-cultural learning more than other groups. This is consistent with the
ideas presented by Jarolimek and Walsh (1969, p. 189) who found that learning sources
in such places as schools, libraries, places of business, and places of worship improve
the learning process. However, Russian customers still did not clearly understand Thai
252
uniqueness from Thai furniture and Thai sweets served after the service where the
learning outcomes were low. According to Nongluck Waiphrom (2010), interpretation
of things from past experiences will remain in a person’s memory. When an individual
receives stimuli, the brain also serves to review the existing knowledge and identify
these stimuli. In other words, Russian customers have experience in distinguishing and
understanding that there are no differences between Thai and Russian furniture and
sweets.
5.2.3 Objective 3
To Identify the Desires of the Cross-Cultural Learning Process in Thai Spa
Uniqueness
The researcher aspires to get Russian customers to understand clearly the desires
of Thai spa uniqueness in the terms of different cultural contexts that exist due to the
diverging attitudes of Thais and Russians.
Before the service, it was found that the Russian customers needed Russian
language sign from the place and environment sources at a high level which allowed
Thai spas to communicate clearly with them about the nature of their business. This is
in line with the findings from Kendall (2014, pp. 60-61) who investigated the concept
of Intangible Cultures which include behaviors, thoughts, opinions, beliefs, languages,
norms, philosophy, and universal law. Another point concerned another source which
ranked highly in people’s highest desires: Russian speaking receptionists. This point
was also discussed by Kendall (2014, pp. 60-61). In addition, Thai-style brochures
from the media in spa source were also at the highest level of desires as mentioned by
the Department of Health Service (2013). Desires from source of activities include a
warm welcome like a family member and change clothes shoes and feet washing were
also at the highest levels, all of which were mentioned by the Department of Health
Service (2013). The influence from nature is the most important aspect, especially the
cold climate which causes Russian people to struggle with the frigid weather according
to Banyong Amorncheevin (2004, pp. 150-153). This is also a reason why Russian
people enjoy feet washing before the massage, an activity which is of the highest
importance. It is noteworthy that Russian customers had low desires for the receptionist
to be Thai or to wear Thai-style uniforms even though such examples are important
253
markers of Thai identity according to the Department of Health Service (2013). This is
because there are differing perspectives, experiences, and attitudes which are in line
with findings from Samovar and Porter, (2004) who found that cultures that are the
most different are eastern and western cultures. However, there is diversity within the
eastern and western cultures. Asian countries have very similar cultures as they give
importance to the family, cooperation, sitting down, a lack of clear expressions,
tendency to beat around the bush, and respect for traditions. Eastern European countries
have diverse populations, history, culture, and languages. Thus, Thai-style uniforms are
not appropriate to the desires of Russian people based on their context.
During the service, Russian customers desired a Thai therapist at the highest
level according to the Department of Health Service (2013). The Department mentioned
that the therapist must only be of Thai nationality. There is the highest desire for
praying tribute to massage teacher before a massage (Wai Khru) from media in spa
source. This fact also mentioned by the Department of Health Service Support, Ministry
of Public Health, (2013). Furthermore, The Department of Trade Negotiations (2011)
also stated that there are high levels of desires from place and environment sources for
Thai herbal scent of spa products. The most important is the highest desires from
activities source which include Thai-style massage such as Thai therapeutic massage,
Thai physical massage, Thai relaxing massage, massage by hands only and massage by
hands, feet, and, elbows. These were the main principle data that came from the
Department of Health Service (2013).
Nevertheless, it is interesting to note that Russian customers have a low need
for Thai classical music during the massage service. This is because Russian customers
want to rest fully when receiving their service, something which Sippasinee Baray
(2012) identified in her research, stating that those who get massages do so mainly in
order to reduce stress and relieve tension from work, spending approximately 1-2 hours
per session.
After the service, the highest level of desires of Russian customers were the
receptionist bid farewell and say goodbye from people source, which are in line with
the Department of Health Service (2013). The highest level desires also came from
media in spa source via the information which was provided by giving out brochures.
From place and environment, Russian customers had the highest desires for Thai herbal
254
scents according to the Department of Health Service (2013). And also the highest
desires from activities source include saying “thank you” in Russian language, which
is consistent with the importance of language communication (Kendall, 2014). Russian
customers have a low level of need for Thai sweets because they are concerned about
their health and do not eat sweet things. In a similar manner, Schiffman and Kanuk
(1994, p. 201) stated that Consumer Learning refers to a process where individuals
acquire knowledge and experience and apply it to future related behavior and health.
From the research results, it was found that females had the highest desires
during the service because most women between the ages of 41-60 years love beauty
and health. Baby Boomers or women who are starting to feel some anxiety about their
increasing age turn their attention to spas for beauty and health care purposes, a finding
which corresponds to research conducted by Crebbin-Bailey, Harcup, and Harrington
(2005) which discussed the growing trends for health care. Those who sparked this
phenomenon have a level of education above a bachelor’s degree and have highest
desires than other group which is in line with the ideas presented by Jarolimek and
Walsh (1969, p.189). It was also found that customers with different experiences with
Thai spas both in Thailand and Moscow City had different desires for the learning
process with a statistical significance as explained by Assael (1998, p. 105).
5.2.4 Objective 4
To Create The Cross-Cultural Learning Process in Thai Spa Uniqueness and
Identity for Russian Customers in Moscow City, Russian Federation
Was based on the desires of Russian customers at a high to the highest levels
and was proposed by the researcher taking into consideration relevant Russian contexts
including their culture, language, beliefs, attitudes, and previous experiences with spas.
The creation of this process should respond adequately to this objective.
Consequently, the researcher would like to summarize the overall picture of the
learning process in order to make the uniqueness of Thai habits tangible and applicable
to actual practice at Thai spas as follows:
Before the service, there must be a Thai-style sign at the main entrance (Thai
Traditional Medicine Institute, 2011). More specifically, the use of a Russian language
255
sign will allow the unique Thai identity to be clearly conveyed to Russian customers
according to Kendall (2014).
At the entrance, the interior will be designed starting from the main lobby to
create a Thai ambiance with the use of Thai-style decoration. In addition, customers can
appreciate the Thai uniqueness from the use of Thai herbs which include the use of
lemongrass, pandan, and Thai herbal scents from other spa products will help make the
spa have a pleasant aroma, allowing customers to feel the unique Thai identity
(Department of Health, 2013). Thereafter, customers will be greeted by a receptionist
who can communicate in Russian language; it does not matter if the receptionist is Thai
or Russian. Regardless, they will receive a warm welcome like a family member in a
humble and polite Thai manner. The receptionist will be neat and smile radiantly which
are key parts of the uniqueness of Thai habits and the Thai people. As the receptionist
invites customers to take a seat, they will have the opportunity to learn about Thai
uniqueness from the various media in spa and pictures found in the main lobby.
Customers may also read more about the details from Thai-style brochures. While
waiting, customers can listen to pleasant Thai classical music which helps to create a
relaxing ambiance. Customers also enjoy Thai herbal drinks.
After that, customers will have the opportunity to change their clothes and shoes
and have their feet washed before they receive their massage treatment. At this stage of
the service, customers are very pleased. This step can be considered to be the one which
impresses the customers the most. It is noteworthy that at this stage, customers do not
pay much attention to how the receptionist are dressed even though they are all wearing
Thai-style clothes which are a reflection of the unique Thai identity.
During the service is considered the step during which customers learn the most
and feel most impressed with the service. The therapist will invite and welcome
customers into the Thai massage room. The therapist will inquire about their customers’
preliminary desires. Then the massage will begin. It is at this time when customers will
feel the care and attention from their Thai therapist. Customers also like to hear the
explanation of techniques by Thai therapists. The customers can feel the genuine
friendliness of the therapist who comes from Thailand. The therapist will be dressed
neatly, wearing beautiful Thai fabrics which greatly impresses the customers. The Thai-
style decoration in the massage room also leaves a lasting impression. Furthermore, the
256
pleasant scents from Thai herbs also help create a nice ambiance. The products, service,
and Thai atmosphere reflect the unique products of Thailand ( Department of Health
Service, 2013).
Next is the actual massage. Customers have confidence in the quality, no matter
if it is the Royal Thai massage or Thai traditional massage, as long as the massage
focuses on the tendons. Nunnally and Bernstein (1994) defined the process of
interpreting data around us based on feelings, whilst feelings are from the stimuli of the
five senses: vision, taste, smell, hearing, and touch. There are a number of things
customers can feel. Before the massage begins, the therapists would pray tribute to their
teacher before each massage session, known in Thai as “Wai Khru”, something which
customers feel particularly impressed with. If we do not have experience or knowledge
about something, or forget it, there will be no sensation. It is only touching with a
stimulator ( Lukkhana Sariwat, 1987). During the massage, Thai physical massage
includes various massage techniques with the use of hands, feet, and elbows. The mind
is the hallmark of a Thai spa, one which focuses on physical and mental treatments
(Chariya Isarangkun Na Ayudhaya, 2013). The therapist’s explanation of techniques by
Thai therapists will also be given at the initial stages of the massage session. Pensri
Rupawichet (2011, pp.106-109) presented concepts about cross-cultural learning which
will help us to understand the standard of expression of each race for a smooth
relationship or interaction because most causes of misunderstanding stem from thinking,
evaluation, beliefs, or norms. For this reason, customers choose Thai therapists with
Russian speaking skills. It is also noteworthy that while customers are getting massaged,
they do not like listening to any music.
After the service, once the massage is completed, the customer will be escorted
back to the main lobby. There will be an opportunity for customers to change their
clothes and shoes. While waiting in the main lobby, customers will not only be
impressed with the massage they just received, but they will also be impressed with the
receptionist who will serve them herbal drinks and candies. Customers can also relax
while listening to Thai classical music and smelling Thai herbal scents. It is at this stage
that customers can indulge in and remember the Thai spa which has been designed in a
Thai style. This last step is very important which can leave the customer fully satisfied
before they pay for the massage session with the feeling that it is worth their money.
257
Staff must not disturb the customers in any way at this step except if they have any
queries. The customer receives more information by receiving brochures. Lastly, to
express their Thai uniqueness and identity and to leave a lasting impression, the
receptionist will send the customers off by bidding farewell with a Thai “wai.” In Asian
culture, “paying respects to elders, parents, ancestors, paying attention to family support
and cooperation, sitting pose are important” (Supalak Akarangkool, 2014). Staff say
“thank you” in Russian; customers prefer that this expression of gratitude be in Russian.
Due to Thailand's culture, warm hospitality and reputation as being good hosts who
honor strangers, Thai spas have become famous throughout the world (Institute for
Small and Medium Enterprises Development, 2003).
5.2.5 Additional Research Output for Thai Spa Development for Russian
Customers in Moscow City, Russian Federation
The testing of the hypotheses was achieved by comparing the averages of the
different consumer groups as per objectives 2 and 3. In cases where there were more
than two consumer groups, a pairwise comparison was made in order to clarify and
shed light on such variables as age, level of education, and income per month.
In terms of age, bases on the overall research, it was found that Russian
consumers between the ages of 41 and 60 years will be more involved in the learning
process and have higher desires for Thai spa uniqueness. When using the pairwise
comparison with the age group that is 20 years younger (the 20-40 year-old group) and
the older group (60 years and older), there are clear differences. The significant point
is that the findings are in line with the desired changes by women of the Baby Boom
period to take care of their health (Harrington, 2005). Duangchant and Narisa Kam
(2015) also found that the majority of those who use the services of Thai spas are 44
years or older. As for Supannee Pudponganandh (2013), she echoed the findings of
Duangchant and Narisa Kam as her findings also indicated that most users of Thai spas
are between 44 and 59 years of age. In addition, research also revealed that during the
service, Russian customers who are 60 years or older have a greater learning process
when looking at the pairwise comparison of various significant variables.
In terms of level of education, in general the research showed that those who
use spa services tend to have studied above a bachelor’s degree. This group of
258
customers have a higher level of learning process and more desires for Thai spa
uniqueness when compared with other groups. When looking at the pairwise
comparison with those who have a lower level of education and those who have a
bachelor’s degree, the data revealed that the findings are in line with Assael’s (1969)
findings (1969) who wrote that educated people who have knowledge and experiences
are more likely to have perspectives that are different from people who have not been
educated and lack prior experience. Furthermore, Shatchaya Duangchant and Narisa
Kamkaen (2015) discovered that most consumers hold bachelor’s and master’s degrees.
In terms of income per month, in general the research showed that the group of
consumers who earn more than 200,000 rubles per month have a higher level of learning
process and more desires for Thai spa uniqueness when compared with other groups.
When looking at the pairwise comparison with those who have lower levels income,
namely the groups who earn 50,000-100,000 rubles per month and 100,001-200,000
rubles per month, there are significant differences. Findings from this research are in
line with research from Shatchaya Duangchant and Narisa Kamkaen (2015) who
concluded that those who are customers of Thai spas mainly have a monthly salary of
50,000 Thai baht or more as well as those who earn between 30,000 and 40,000 Thai
baht per month (Supannee Pudponganandh, 2013).
5.3 Research Contributions
5.3.1 Benefits in the Spa Industry
5.3.1.1 Existing Thai spa entrepreneurs and new businesses operating in
Moscow City would have clear and concise guidelines about the Thai spa uniqueness
and identity for Russian customers that can be followed and used to develop and
improve their businesses. For instance, Thai spa identity must include all components:
sight, taste, smell, sound, touch, and the identity found in Thai people. It is not possible
to exclude a certain component. However, furniture and Thai sweets served after the
service do not reflect Thai identity in the eyes of Russian customers.
5.3.1.2 Thai spa entrepreneurs and new businesses in Moscow City
would have a greater knowledge of how to create the Thai spa uniqueness for
themselves and be able to raise awareness and interpretation of the process of services
259
available. This can lead to a wider understanding of the entire process among Russian
customers. For instance, the research results show that the best way to make customers
understand the Thai identity is to place emphasis on the various activities, especially
before and during the services. The service should highlight a warm welcome like the
customer is a family member, change clothes shoes, feet washing and Thai traditional
massage by a Thai therapist.
5.3.1.3 Thai spa entrepreneurs and new businesses in Moscow City
would know the real requirements of both their desires and that of their customers.
There would be increased knowledge of how to focus on and improve the whole process
before, during, and after the service. Doing so should help address everyone’s desires
and perceptions. For instance, the knowledge gained shed light on the fact that there is
little need for Thai-style uniforms for the receptionist. However, there is still a need for
the therapists to speak Russia language. Also, there is a need for therapists who really
come from Thailand. There is little need for Thai classical music during the massage as
well as the serving of Thai sweets after the service.
5.3.1.4 For private sector entrepreneurs, both those already operating
and those who are likely to operate Thai spas in Moscow, this research could be used
to study and evaluate the potential investments of Thai spa businesses taking into
account the response of Russian customers. The information will be beneficial to them
and help them gain a competitive advantage. For instance, it is a challenge to invest in
hiring and bringing Thai people to work in Russia because many Thai therapists lack
Russian language skills. Also, another problem is the hiring of therapists who are not
Thai in order to reduce expenses; this particular strategy is not particularly appropriate
because it does not take into consideration the principle desires of the customer.
5.3.1.5 This dissertation and its contents can be applied not only to spa
businesses in Moscow City but also to those located in other cities in the Russian
Federation and in other countries in the Commonwealth of Independent States (CIS).
5.3.1.6 The result of pair wise comparison are useful for focusing and
grouping the spa promotion and marketing desires in the spa business.
260
5.4 Recommendations
5.4.1 Recommendations Based on the Research Results
1) The learning process in Thai spa uniqueness and identity should be
consistent in every stage of service. For instance, Thai architecture and decoration
should be used before, during, and after the service. However, there may be many
differences in terms of the degree of application of each element. To illustrate, elements
used during the service may be less detailed because the focus of learning should be
during the service.
2) Identifying the style of communication on Thai spa uniqueness and
identity through the entrepreneurs and decoration, people, media in spa, and activities
should be considered by the target audience of each entrepreneur. This is because from
the analysis on the different results, it was found that some personal factors affect the
opinions and desires of Thai spa uniqueness in different ways. This factor directly
relates to the target market of the spa business.
3) Thai spa business entrepreneurs should employ Thai staff, and there
should be standardized training that includes Russian language skills or at the very least
English language skills.
4) Thai spa businesses should have defined, clear processes, and
procedures to enable employees to communicate and create a learning process in Thai
spa uniqueness and identity with the same standards, such as clearly defined customer
service activities: greeting customers in Thai, asking customers to have a seat, serving
herbal drinks, asking customers about the service they would like to procure, providing
brochures for customers to consider, etc.
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APPENDIX A
QUESTIONNAIRE: The Cross-Cultural Learning Process of
Thai Spa Uniqueness and Identity for Russian Customers
in Moscow City, Russian Federation
273
RESEARCH QUESTIONNAIRE (ENGLISH VERSION) THE
CROSS-CULTURAL LEARNING PROCESS OF THAI SPA
UNIQUENESS AND IDENTITY FOR RUSSIAN
CUSTOMERS IN MOSCOW CITY,
RUSSIAN FEDERATION
Explanation: The purpose of this questionnaire is to study The Cross-Cultural
Learning process of Thai Spa Uniqueness and Identity for Russian
Customers in Moscow City, Russian Federation.
The questionnaire respondents are kindly requested for their co-operation in providing
their answers to the follow questions.
Part 1: Demographic profile
Part 2: Thai spa uniqueness
Part 3: The methods of creating cross-cultural learning process about
the uniqueness of Thai spa services
Part 4: The desires for cross-cultural learning process about the
uniqueness of Thai spa services.
Thank you for your co-operation in answering the questionnaire.
274
Part 1: Demographic Profile
Please the boxes that best corresponds to your answer.
1.1 Gender
Male Female
1.2 Age
below 20 years 20 - 40 years
41 - 60 years above 60 years
1.3 Education
below a bachelor’s degree bachelor’s degree
above a bachelor’s degree
1.4 Profession
business owner employee
1.5 Income per month
below 50,000 rubles 50,000 - 100,000 rubles
100,001- 200,000 rubles above 200,000 rubles
1.6 Experience using Thai spas in Thailand
yes no
1.7 Experience using Thai spas in Moscow
yes no
275
Part 2: Thai Spa Uniqueness
Please The Boxes that best correspond to your opinion.
Thai spa Uniqueness Yes No
2.1 Thai-style sign at the main entrance
2.2 Thai-style decorations at the main entrance
2.3 Thai-style interior design in the main lobby
2.4 Thai style furniture
2.5. Thai-style uniforms
2.6 Thai-style brochures
2.7 Thai herbal drinks
2.8 Thai herbal candies
2.9 Thai sweets
2.10 Thai herbal scent in the main lobby
2.11 Thai herbal scent in the massage room
2.12 Thai herbal scent in drinks
2.13 Thai herbal scent in spa products
2.14 Thai classical music
2.15 Greeting in the Thai language “Sawasdee”
2.16 Thank you in the Thai language “Kob Khun”
2.17 Thai therapists
2.18 Thai-style massages (Royal Thai massage and Thai
traditional massage)
2.19 Thai courtesy (Wai and Wai Khru)
2.20 Thai habit of taking care of others (change clothes
shoes and feet washing)
2.21 Friendly Thai habits (smile and warm welcome like a
family member)
276
Part 3: The Methods of Creating Cross-Cultural Learning Process about the
Uniqueness of Thai Spa Services
Please The Boxes that best correspond to your opinion.
Step 1: Before the service What is your opinion about the uniqueness of Thai spa
services?
Step 2: During the services What is your opinion about the uniqueness of Thai spa
services?
Factors
Agreement Levels
Most
agreed
Strongly
agreed
moderately
agreed
Slightly
agreed
Least
agreed
3.1 Thai receptionist
3.2 Thai-style brochures
3.3 Thai-style furniture
3.4 Thai-style sign at the main entrance
3.5 Thai herbal drinks
3.6 Thai herbal scent
3.7 Thai classical music
3.8 Thai interior design in the main lobby
3.9 Change clothes shoes and feet washing
Factors
Agreement Levels
Most
agreed
Strongly
agreed
Moderately
agree
Slightly
agreed
Least
agreed
3.10 Thai therapists
3.11 Thai therapist explains technique
3.12 Thai-style interior design in the massage
room
3.13 Thai herbal scent in the massage room
3.14 Thai classical music in the massage room
3.15 Praying tribute to massage teacher (Wai
Khru)
3.16 Royal Thai massage and Thai traditional
massage
277
Step 3: After the services What is your opinion about the uniqueness of Thai spa
services?
Factors Agreement Levels
Most
agreed
Strongly
agreed
Moderately
agreed
Slightly
agreed
Least
agreed
3.17 Thai receptionist saying “Kob Khun”
3.18 Thai receptionist gives information after the
service
3.19 Thai-style interior design in the main lobby
3.20 Thai classical music
3.21 Thai herbal drinks and candies
3.22 Thai sweets served
3.23 Change clothes shoes
278
Part 4: The Desires for Cross-Cultural Learning Process about the Uniqueness
of Thai Spa Services
Please The Boxes that best correspond to your opinion.
Step 1: Before the Services What are your desires for Thai spa uniqueness?
Factors Levels of Desire
Highest
desire
Strong
desire
Moderate
desire
Slight
desire
Least
desire
4.1 Thai traditional uniforms
4.2 Thai receptionist
4.3 Russian receptionist
4.4 Thai-speaking receptionist
4.5 Russian speaking receptionist
4.6 English speaking receptionist
4.7 Thai-style brochures
4.8 Menu with Thai design
4.9 Thai-style bulletin boards
4.10 Thai-herb products demonstration
4.11 Thai-style sign at the main entrance
4.12 Russian language sign
4.13 English language sign
4.14 Thai language sign
4.15 Thai-style doors at the main entrance
4.16 Thai- style decoration at the main
entrance
4.17 Thai-style interior design in the main
lobby
4.18 Thai furniture
4.19 Thai herbal scent in the main lobby
4.20 Thai classical music
4.21 Warm welcome like family members
4.22 Friendly receptionist
4.23 Receptionist takes good care of
customers
4.24 Thai herbal drinks
4.25 Greeting in Thai language “Sawasdee”
4.26 International greeting by shaking hands
4.27 Change clothes shoes and feet washing
279
Step 2: During the Services What are your desires for Thai spa uniqueness?
Factors Levels of Desire
Highest
desire
Strong
desire
Moderate
desire
Slight
desire
Least
desire
4.28 Thai therapist
4.29 Thai therapist speaks Russian
4.30 Thai therapist speaks English
4.31 Thai therapist wears Thai-style uniform
4.32 Praying tribute to massage teacher (Wai
Khru)
4.33 Technical information during massage
4.34 Thai- style interior design in massage
room
4.35 Thai herbal scent in the massage room
4.36 Thai classical music
4.37 Comfortable temperature in the massage
room
4.38 Thai herbal scent of spa products
4.39 Proper lighting in the massage room
4.40 Thai therapeutic massage
4.41 Thai physical massage
4.42 Thai relaxing massage
4.43 Massage by hands only
4.44 Massage by hands, feet, and elbows
280
Step 3: After the Services What are your desires for Thai spa uniqueness?
Additional comments
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Thank you for your cooperation
Factors Levels of Desire
Highest
desire
Strong
desire
Moderate
desire
Slight
desire
Least
desire
4.45 Desire for the therapist to bid farewell
and say goodbye
4.46 Desire for the receptionist to bid farewell
and say goodbye
4.47 After service information by receptionist
4.48 After service information through
brochures given by the receptionist
4.49 Thai-style interior design in the main
lobby
4.50 Thai herbal scent in the main lobby
4.51 Thai classical music
4.52 International music
4.53 Sound of water fall
4.54 Proper lighting
4.55 Thank you in the Thai language, “Kob
Khun”
4.56 Thank you in the Russian language
4.57 Thank you in the English language
4.58 Thai sweets
4.59 Thai herbal drinks and candies
4.60 Change clothes shoes and bid farewell to
customer
281
Interview Questions for Entrepreneurs about the Concepts of Thai Spa Identity
Name:…………………………..………Surname:……………………………………
Position:………………………………..Organization:……………………………….
Work Experience:……………………………………………………………………..
Date/time:………………………………………………………………………………
Interviewer:……………………………………………………………………………
Interview Questions Guideline
1. In your point of view, which of the following points represent Thai identity?
1.1 Thai-style sign at the main entrance
1.2 Thai-style decorations at the main entrance
1.3 Thai-style interior design in the main lobby
1.4 Thai-style furniture
1.5 Thai-style uniforms
1.6 Thai-style brochures
1.7 Thai herbal drinks
1.8 Thai herbal candies
1.9 Thai sweets
1.10 Thai herbal scent in the main lobby
1.11 Thai herbal scent in the massage room
1.12 Thai herbal scent in drinks
1.13 Thai herbal scent in spa products
1.14 Thai classical music
1.15 Greeting in the Thai language, “Sawasdee”
1.16 Thank you in the Thai language, “Kob Khun”
1.17 Thai therapists
1.18 Thai style massages (Royal Thai massage and Thai traditional massage)
1.19 Courtesy (Wai and Wai Khru)
1.20 Service - minded (change clothes shoes and feet washing)
1.21 Friendly (smile and a warm welcome like a family member)
282
2. Other suggestions about the operations of Thai spas in Moscow City:
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Thank you for your cooperation
283
APPENDIX B
Анкета: Процесс кросс-культурного понимания уникальности и
особенностей Тайского Спа Российскими клиентами в
Москве, Российская Федерация
284
ИССЛЕДОВАТЕЛЬСКАЯ АНКЕТА ПРОЦЕССА КУЛЬТУРНОГО
ПОНИМАНИЯ УНИКАЛЬНОСТИ И ОСОБЕННОСТЕЙ
ТАЙСКОГО СПА РОССИЙСКИМИ КЛИЕНТАМИ В
МОСКВЕ, РОССИЙСКАЯ ФЕДЕРАЦИЯ
Объяснение: Задачей данной анкеты является анализ процесса кросс-культурного
понимания уникальности и особенностей Тайского Спа Российскими
клиентами в Москве, Российская Федерация
У анкетируемых лиц было получено согласие на получение
следующих данных:
Часть 1: Личные данные.
Часть 2: Особенности Тайского Спа.
Часть 3: Исследование процесса понимания особенностей Тайского Спа.
Часть 4: Исследование необходимых моментов процесса понимания
уникальности Тайского Спа. Данная анкета используется
исключительно в образовательных целях, полученные ответы не
затрагивают личные интересы анкетируемых лиц.
Благодарим Вас за сотрудничество и ответы на вопросы анкеты.
Часть 1: Личные данные
Пожалуйста, отметьте знаком наиболее подходящие Вам ячейки.
1.1 Пол Мужской Женский
1.2 Возраст < 20 лет 20-40 лет
41-60 лет > 60 лет
1.3 Образование среднее образование высшее образование учёная степень
1.4 Занятость собственный бизнес наёмный работник
1.5 Доход < 50,000 руб./месяц 50,000-100,000 руб./месяц
100,001-200,000 руб./месяц >200,000 руб./месяц
1.6 Приходилось ли пользоваться Тайским Спа в Таиланде Да Нет
1.7 Приходилось ли пользоваться Тайским Спа в Москве Да Нет
285
Часть 2: Особенности Тайского Спа.
Пожалуйста, отметьте знаком наиболее подходящие Вам ячейки.
Уникальность Тайского Спа Да Нет
2.1 Вывеска в тайском стиле при входе
2.2 Тайский дизайн при входе
2.3 Тайский дизайн внутри помещения
2.4 Мебель в тайском стиле
2.5. Форма сотрудников в тайском стиле
2.6 Рекламные материалы в тайском стиле
2.7 Тайские травяные напитки
2.8 Тайская карамель на травах
2.9 Тайские сладости
2.10 Запах тайских трав в зоне ресепшн
2.11 Запах тайских трав в массажных комнатах
2.12 Напитки с тайскими травами
2.13 Спа-продукция с тайскими травами
2.14 Классическая тайская музыка
2.15 Приветствие на тайском языке “Саватди”
2.16 Благодарность на тайском языке «Кхоб Кхун»
2.17 Тайские массажисты
2.18 Массаж в тайском стиле (Королевский Тайский
Массаж/Тайский Традиционный Массаж)
2.19 Тайская вежливость (специальные жесты “Вай” и “Вай
Кхру”)
2.20 Тайский сервис (Смена одежды/обуви, омовение ног)
2.21 Тайское дружелюбие (улыбки/тёплый приём)
286
Часть 3: Процесс кросс-культурного понимания уникальности Тайского Спа.
Пожалуйста, отметьте знаком наиболее подходящие Вам ячейки.
Шаг 1: До Спа процедур. Ваше мнение относительно процесса понимания
уникальности Тайского Спа?
Шаг 2: Во время Спа процедур. Ваше мнение относительно процесса понимания
уникальности Тайского Спа?
Особенности
Уровень согласия
Совсем
согласен
Сильно
согласен
Скорее
согласен
Немного
согласен
Совсем не
согласен
3.1 Тайские ресепшионисты
3.2 Рекламные материалы в тайском
стиле
3.3 Мебель в тайском стиле
3.4 Вывески и надписи в тайском стиле
3.5 Тайские травяные напитки
3.6 Запах тайских трав
3.7 Тайская классическая музыка
3.8 Тайский дизайн помещений
3.9 Смена одежды/обуви, омовение ног
Особенности
Уровень согласия
Совсем
согласен
Сильно
согласен
Скорее
согласен
Немного
согласен
Совсем не
согласен
3.10 Тайские массажисты
3.11 Тайские массажисты объясняют
свою технику
3.12 Тайский дизайн массажных комнат
3.13 Тайские запахи в массажных
комнатах
3.14 Тайская классическая музыка в
массажных комнатах
3.15 Уважительное отношение к своему
учителю (жест «Вай Кхру»)
3.16 Королевский Тайский
Массаж/Традиционный Тайский
Массаж
287
Шаг 3: После Спа процедур. Ваше мнение относительно процесса понимания
уникальности Тайского Спа?
Особенности
Уровень согласия
Совсем
согласен
Сильно
согласен
Скорее
согласен
Немного
согласен
Совсем не
согласен
3.17 Тайский ресепшионист благодарит
и говорит “Кхоб Кхун”
3.18 Тайский ресепшионист
рассказывает о других услугах
после Спа процедур
3.19 Тайский дизайн в зоне ресепшн
3.20 Тайская классическая музыка
3.21 Тайские травяные напитки и
карамель
3.22 Тайские десерты
3.23 Смена одежды/обуви, омовение ног
288
Часть 4: : Исследование необходимых моментов процесса понимания
уникальности Тайского Спа.
Пожалуйста, отметьте знаком наиболее подходящие Вам ячейки.
Шаг 1: До Спа процедур. Что необходимо Вам для понимания уникальности Тайского
Спа.
Особенности
Необходимость
Совсем
согласен
Сильно
согласен
Скорее
согласен
Немного
согласен
Совсем не
согласен
4.1 Форма сотрудников в тайском стиле
4.2 Тайские ресепшионисты
4.3 Русские ресепшионисты
4.4 Ресепшионисты с тайским языком
4.5 Ресепшионисты с русским языком.
4.6 Ресепшионисты с английским
языком
4.7 Рекламные материалы в тайском
стиле
4.8 Меню в тайском стиле
4.9 Вывески и надписи в тайском стиле
4.10 Экспозиция тайских целебных трав
и препаратов
4.11 Вывеска в тайском стиле при входе
4.12 Вывески на русском языке
4.13 Вывески на английском языке
4.14 Вывески на тайском языке
4.15Вывески на тайском языке при
входе
4.16 Тайский дизайн при входе
4.17 Тайский дизайн внутри помещений
4.18 Мебель в тайском стиле
4.19 Запах тайских трав в зоне ресепшн
4.20 Классическая тайская музыка
4.21 Тёплый семейный приём
4.22 Дружелюбный администратор
4.23 Услужливый администратор
4.24 Травяные напитки перед Спа
процедурами
289
Шаг 2: Во время Спа процедур. Что необходимо Вам для понимания уникальности
Тайского Спа.
Особенности
Необходимость
Совсем
согласен
Сильно
согласен
Скорее
согласен
Немного
согласен
Совсем не
согласен
4.25 Приветствие с тайским жестом
«Саватди»
4.26 Общепринятое приветствие
пожатием рук
4.27 Смена одежды/обуви, омовение
ног
Особенности
Необходимость
Совсем
согласен
Сильно
согласен
Скорее
согласен
Немного
согласен
Совсем не
согласен
4.28 Тайские массажисты
4.29 Тайские массажисты с русским
языком
4.30 Тайские массажисты с английским
языком
4.31 Форма массажистов в тайском
стиле
4.32 Выражение благодарности своему
учителю перед процедурой массажа
4.33 Объяснение процесса массажа
4.34 Тайский дизайн в массажных
комнатах
4.35 Запах тайских трав в массажных
комнатах
4.36 Классическая тайская музыка
4.37 Правильный температурный режим
в массажных комнатах
4.38 Запах тайских трав в спа-продуктах
4.39 Правильное освещение в
массажных комнатах
290
Шаг 3: После Спа процедур. Что необходимо Вам для понимания уникальности
Тайского Спа.
Особенности
Необходимость
Совсем
согласен
Сильно
согласен
Скорее
согласен
Немного
согласен
Совсем не
согласен
4.40 Тайский терапевтический массаж
4.41 Тайский общий лечебный массаж
4.42 Тайский расслабляющий массаж
4.43 Ручной массаж
4.44 Массаж руками, ногами и локтями
Особенности
Необходимость
Совсем
согласен
Сильно
согласен
Скорее
согласен
Немного
согласен
Совсем не
согласен
4.45 Массажист говорит клиенту «До
свидания!»
4.46 Администратор говорит клиенту
«До свидания!»
4.47 Администратор рассказывает про
другие услуги
4.48 Администратор даёт клиенту
рекламные материалы про другие
услуги
4.49 Тайский дизайн зоны ресепшн
4.50 Тайские запахи в зоне ресепшн
4.51 Классическая тайская музыка в зоне
ресепшн
4.52 Западная музыка в зоне ресепшн
4.53 Звуки водопада в зоне ресепшн
4.54 Правильное освещение в зоне
ресепшн
4.55 Прощание и спасибо на тайском
языке
291
Дополнительные комментарии
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Спасибо за сотрудничество!
Особенности
Необходимость
Совсем
согласен
Сильно
согласен
Скорее
согласен
Немного
согласен
Совсем не
согласен
4.56 Прощание и спасибо на русском
языке
4.57 Прощание и спасибо на
английском языке
4.58 Тайские десерты
4.59 Тайские травяные напитки и
карамель
4.60 Смена одежды/обуви, омовение
ног
292
Вопросы к интервью бизнесменов об особенностях Тайского Спа
Имя:…………………………..………Фамилия:………………………………….…………..
Должность:………………………………………….Организация:………….….……………
Опыт работы:……………………………………………………………………………..……
Дата/Время:…………………………………………………………………………………….
Интервьюер:……………………………………………………………………………………
Основные вопросы интервью
2. Что, на Ваш взгляд, может наилучшим образом характеризовать особенности
Тайского Спа?
1.1 Тайская вывеска на входе
1.2 Тайский дизаи н входа
1.3 Тайский дизайн внутри помещения
1.4 Мебель в тайском стиле
1.5 Форма сотрудников в тайском стиле
1.6 Рекламные материалы в тайском стиле
1.7 Тайские травяные напитки
1.8 Тайская карамель с травами
1.9 Тайские сладости
1.10 Запах тайских трав в зоне ресепшн
1.11 Запах тайских трав в массажных комнатах
1.12 Запах тайских трав в напитках.
1.13 Запах тайских трав в спа-продуктах
1.14 Классическая тайская музыка
1.15 Приветствие на тайском языке “Саватди
1.16 Благодарность на тайском языке «Кхоб Кхун»
1.17 Тайские массажисты
1.18 Массаж в тайском стиле (Королевский Тайский Массаж/Тайский
Традиционный Массаж)
1.19 Тайская вежливость (специальные жесты “Вай”)
1.20 Тайский сервис (Смена одежды и обуви)
293
3. 2. Что, на Ваш взгляд, может наилучшим образом характеризовать особенности
Тайских людей?
- Тайцы всегда дружелюбны и улыбаются.
- Тайцы всегда вежливы и спокойны.
- Тайцы внимательны и услужливы.
3. Другие заметки
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Спасибо за Ваше сотрудничество!
295
INDEX OF ITEM-OBJECTIVE CONGRUENCE (IOC)
Part 2: Thai Spa Uniqueness
Thai spa uniqueness Items, Experts, Scores
IOC Results 1 2 3 4 5
2.1 Thai-style sign at the main entrance 1 1 1 1 1 5 1.0
2.2 Thai-style decorations at the main
entrance 1 0 1 1 1 4 0.8
2.3 Thai style interior design in the main
lobby 1 1 1 1 1 5 1.0
2.4 Thai-style furniture 1 1 1 1 0 4 0.8
2.5 Thai-style uniforms 1 1 1 1 1 5 1.0
2.6 Thai-style brochures 1 1 0 1 1 4 0.8
2.7 Thai herbal drinks 1 1 1 1 1 5 1.0
2.8 Thai herbal candies 1 1 1 0 4 0.8
2.9 Thai sweets 0 1 1 1 1 4 0.8
2.10 Thai herbal scent in the main lobby 1 1 1 1 1 5 1.0
2.11 Thai herbal scent in the massage room 1 1 1 1 1 5 1.0
2.12 Thai herbal scent in drinks 1 0 1 1 1 4 0.8
2.13 Thai herbal smell in spa products 1 1 1 0 1 4 0.8
2.14 Thai classical music 1 1 1 1 1 5 1.0
2.15 Greeting in the Thai language,
“Sawasdee” 1 1 1 1 1 5 1.0
2.16 Thank you in the Thai language, “Kob
Khun” 1 1 1 1 1 5 1.0
2.17 Thai therapists 1 1 0 1 1 4 0.8
2.18 Thai style massages (Royal Thai massage
and Thai traditional massage) 1 0 1 1 1 4 0.8
2.19 Thai courtesy (Wai and Wai Khru)) 1 1 1 1 0 4 0.8
2.20 Thai habit of taking care of others
(changing clothes shoes and feet
washing)
1 1 1 0 1 4 0.8
2.21 Friendly Thai habit (smile and a warm
welcome like a family member) 1 1 1 1 1 5 1.0
Mean 0.9
296
Part 3: The Methods of Creating Cross-Cultural Learning Process about the
Uniqueness of Thai Spa Services
Step 1: Before the Services What is your opinion about the uniqueness of Thai spa services?
Thai spa uniqueness Items, Experts, Scores
IOC Results 1 2 3 4 5
Learning from people
3.1 Thai receptionist 1 1 1 1 1 5 1.0
Learning from media in spa
3.2 Thai- style brochures 1 1 1 0 1 4 0.8
3.3 Thai-style furniture 1 1 1 1 0 4 0.8
Learning from place and environment
3.4 Thai-style sign at the main entrance 1 1 1 1 1 5 1.0
3.5 Thai herbal drinks 1 1 1 1 1 5 1.0
3.6 Thai herbal scent 1 1 1 1 1 5 1.0
3.7 Thai classical music 1 1 1 1 1 5 1.0
3.8 Thai interior design in the main lobby 1 1 1 1 1 5 1.0
Learning from activities
3.9 Changing clothes shoes and feet washing 1 1 0 1 1 4 0.8
Mean 0.9
297
Step 2: During the Services What is your opinion about the uniqueness of Thai spa services?
Thai spa uniqueness Items, Experts, Scores
IOC Results 1 2 3 4 5
Learning from people
3.10 Thai therapist 1 1 1 1 1 5 1.0
Learning from media in spa
3.11 Thai therapist explains technique 1 1 1 0 1 4 0.8
Learning from place and environment
3.12 Thai-style interior design in the massage
room 1 1 1 1 1 5 1.0
3.13 Thai herbal scent in the massage room 1 1 1 1 1 5 1.0
3.14 Thai classical music in the massage room 1 1 1 1 1 5 1.0
Learning from activities
3.15 Praying tribute to massage teacher (Wai
Khru) 0 1 1 1 1 4 0.8
3.16 Royal Thai massage and Thai traditional
massage 1 1 1 0 1 4 0.8
Mean 0.9
Step 3: After the Services What is your opinion about the uniqueness of Thai spa services?
Thai spa uniqueness Items, Experts, Scores
IOC Results 1 2 3 4 5
Learning from people
3.17 Thai receptionist says “Kob Khun” 1 1 1 0 1 4 0.8
Learning from media in spa
3.18 Thai receptionist gives information after the
service 1 0 1 1 1 4 0.8
Learning from place and environment
3.19 Thai-style interior design in the main lobby 1 1 1 1 1 5 1.0
Learning from activities
3.20 Thai classical music 1 1 1 1 1 5 1.0
3.21 Thai herbal drinks and candies 1 0 1 1 1 4 0.8
3.22 Thai sweets served 1 1 0 1 1 4 0.8
3.23 Changing clothes shoes and feet washing 0 1 1 1 1 4 0.8
Mean 0.9
Total Mean 0.9
298
Part 4: The Desires for Cross-Cultural Learning Process about the Uniqueness of
Thai Spa Services
Step 1: Before the Services - What are your desires for Thai spa uniqueness?
Thai spa uniqueness Items, Experts, Scores
IOC Results 1 2 3 4 5
Learning from people
4.1 Thai traditional uniforms 1 1 1 1 1 5 1.0
4.2 Thai receptionist 1 1 1 1 1 5 1.0
4.3 Russian receptionist 1 1 1 1 1 5 1.0
4.4 Thai speaking receptionist 1 1 1 1 1 5 1.0
4.5 Russian speaking receptionist 1 1 1 1 1 5 1.0
4.6 English speaking receptionist 0 1 1 1 1 4 0.8
Learning from media in spa
4.7 Thai-style brochures 1 1 1 1 1 5 1.0
4.8 Menu with Thai design 1 1 1 1 1 5 1.0
4.9 Thai-style bulletin boards 1 0 1 1 1 4 0.8
4.10 Thai herb products demonstration 1 1 1 0 1 4 0.8
Learning from place and environment
4.11 Thai-style sign at the main entrance 1 1 1 1 1 5 1.0
4.12 Russian language sign 1 1 1 1 1 5 1.0
4.13 English language sign 1 1 1 0 1 4 0.8
4.14 Thai language sign 0 1 1 1 1 4 0.8
4.15 Thai-style doors at the main entrance 1 1 1 1 1 5 1.0
4.16 Thai- style decoration at the main entrance 1 1 1 1 1 5 1.0
4.17 Thai-style interior design in the main lobby 1 1 1 1 1 5 1.0
4.18 Thai furniture 1 1 0 1 1 4 0.8
4.19 Thai herbal scent in the main lobby 1 1 1 1 1 5 1.0
4.20 Thai classical music 1 1 1 1 1 5 1.0
Learning from activities
4.21 A warm welcome like a family member 1 1 1 1 1 5 1.0
4.22 Friendly receptionist 1 1 1 0 1 4 0.8
4.23 Receptionist takes good care of customers 1 1 1 1 1 5 1.0
4.24 Thai herbal drinks 1 0 1 1 1 4 0.8
4.25 Greeting in the Thai language “Sawasdee” 1 1 1 1 1 5 1.0
4.26 International greeting by shaking hands 1 1 1 1 1 5 1.0
4.27 Changing clothes shoes and feet washing 1 1 1 1 0 4 0.8
Mean 0.9
299
Step 2: During the Services - What are your desires for Thai spa uniqueness?
Thai spa uniqueness Items, Experts, Scores
IOC Results 1 2 3 4 5
Learning from people
4.28 Thai therapist 1 1 1 1 1 5 1.0
4.29 Thai therapist speaks Russian 1 1 1 1 1 5 1.0
4.30 Thai therapist speaks English 0 1 1 1 1 4 0.8
4.31 Thai therapist wears Thai style uniform 1 1 1 1 1 5 1.0
Learning from media in spa
4.32 Paying tribute to massage teacher (Wai Khru) 1 1 1 1 1 5 1.0
4.33 Technical information during massage 1 0 1 1 1 5 1.0
Learning from place and environment
4.34 Thai-style interior design in the massage
room 1 1 1 1 1 5 1.0
4.35 Thai herbal scent in the massage room 1 1 1 1 1 5 1.0
4.36 Thai classical music 1 1 1 1 1 5 1.0
4.37 Comfortable temperature in the massage
room 0 1 1 1 1 4 0.8
4.38 Thai herbal scent of spa products 1 1 1 0 1 4 0.8
4.39 Proper lighting in the massage room 1 1 1 1 0 4 0.8
Learning from activities
4.40 Thai therapeutic massage 1 0 1 1 1 4 0.8
4.41 Thai physical massage 0 1 1 1 1 4 0.8
4.42 Thai relaxing massage 1 1 0 1 1 4 0.8
4.43 Massage by hands only 1 0 1 1 1 4 0.8
4.44 Massage by hands, feet, and elbows 1 1 1 1 0 4 0.8
Mean 09
300
Step 3: After the spa Service - What are your desires for Thai Spa Uniqueness?
Thai spa uniqueness Items, Experts, Scores
IOC Results 1 2 3 4 5
Learning from people
4.45 Need therapist to bid farewell and say
goodbye 0 1 1 1 1 4 0.8
4.46 Need receptionist to bit farewell and say
goodbye 1 0 1 1 1 4 0.8
Learning from media in spa
4.47 After service information by receptionist 1 1 1 1 1 5 1.0
4.48 After service information given through
brochures by the receptionist 1 1 1 1 1 5 1.0
Learning from place and environment
4.49 Thai-style interior design in the main lobby 1 1 1 1 1 5 1.0
4.50 Thai herbal scent in the main lobby 1 1 1 1 1 5 1.0
4.51 Thai classical music 1 1 1 1 1 5 1.0
4.52 International music 1 0 1 1 1 4 0.8
4.53 Sound of water fall 1 1 0 1 1 4 0.8
4.54 Proper lighting 1 1 1 0 1 4 0.8
Learning from activities
4.55 Thank you in the Thai language, “Kob
Khun” 1 1 1 1 1 5 1.0
4.56 Thank you in the Russian language 1 1 1 1 1 5 1.0
4.57 Thank you in the English language 1 0 1 1 1 4 0.8
4.58 Thai sweets 1 1 1 1 1 5 1.0
4.59 Thai herbal drinks and candies 1 1 1 1 1 5 1.0
4.60 Changing clothes shoes and feet washing
and bid farewell to customers 1 1 1 0 1 4 0.8
Mean 0.9
Total Mean 0.9
302
The Content of Interviewing 20 Thai Spa Entrepreneurs in Moscow City
Respondents What is your opinion about Thai Uniqueness and Identity in your spa?
(All opinions concerned sight/taste/smell/sound/touch and Thainess).
S1. Thai Pattara
Center (Spa &
Restaurant )
“Attention needs to be paid starting at the sign. There must obviously be
a Thai uniqueness or Thai symbol to convey the message, like our Thai roof. In
the entrance, we have hung Bo Sang umbrellas and some flags. The staff also
had to wear Thai dresses to make an impression on our image. We are a Thai
Spa, so herbs must be genuinely Thai such as lemongrass, pandan, and Bael
juice, etc. The music must also be complete. Some people like it, but some think
that it is annoying. In this case, we would have to turn it off. However, most
like it in the hallway, but not while being massaged. We only like Thai
masseuses. When customers get to the establishment, they will ask if the
masseuse is Thai, Filipino or Vietnamese? We have to wash their feet first.
Every item is for one-time use and is disposed of after being used only once,
whether it be the mattresses cover or sandals. Thai people are definitely the
most acclaimed in humility and kindness. It’s not that we do it for the tip, but if
the service is good, the tip will also be good”.
Suggestions: I want Thai officials to support the issue of setting the
rules that masseurs in Thai message salon should only be Thai. Some
Filipinos and Vietnamese are being brought to practice because of the lower
wages. They may use our name to secretly misbehave. Customers that use the
service may think that they were Thai from Thailand which will cause our
reputation to be ruined. I want the authorities to check the standard, so the
overall image is not tarnished.
Oh!!! Snacks? They don’t like Thai sweets. We sometimes need to go buy
chocolate. It depends. Such as today, we’ve added coconut milk jelly given by
you.
S2. 7 Color Spa
“They are very strict here. Everything must be Thai, so I was hired to be the
manager. I can do anything if the masseur is absent. I can do the massage. The
focus is on the poster in front of the shop. It must be beautiful and depict Thai
massage like a compressed massage and aromatic massage. When customers
simply see a Thai massage sign, they will book a service every day. We use
decorations from Chiang Mai Lanna. The massage oil is from Thailand along
with herbs such as bael, lemongrass, and balm which are also from Thailand.
The sofa, tables and chairs are bought from IKEA in Russia because it is very
difficult to bring in. Our services depend on us. 6 +1 of our staff are Thai,
including me, the manager. Massage therapists and administrators are strictly
303
Respondents What is your opinion about Thai Uniqueness and Identity in your spa?
(All opinions concerned sight/taste/smell/sound/touch and Thainess).
separated in Russia. The masseuses must be Thai. We do not hire foreigners.
We cannot fool customers. Everything assigned for me to do must be done
Thai style even the snacks served after the service”.
S3. TAIRAI SPA
“Everything must be from Thailand: silk, images, teak signs, statues,
masseuses, Nang Kwak (Woman statue beckoning customers to come in), balm,
Thai herbs, lemongrass and massage cream. The Thai staff’s minimum age is
25 years of age. They must be skillful, serve Thai herbal tea, and be polite. Most
of the Thai staff are easy to teach, do not dare to go out, smile easily, and like
to help others. The atmosphere must create a Thai uniqueness. From the
entrance, there must be a pleasant aroma of dried flowers aroma which must be
liked by Russians such as orange, lemon grass, and Ylang-ylang. They like Thai
tea to be mixed with lemon grass. They would buy some to take home with
them. They also like BLU tea, but it is a little too expensive. Candy or chocolate,
which are easier to find, would be used for snacks. Thai employees are sulky”.
Suggestions: It is very difficult to bring in masseuses. We want staff to
be trained on Russian language to at least be able to communicate. They also
have to speak English.
We want the Thai government to help with the training process in Russia
and the Thai massage training center in Russia.”
S4. Life Spa
Interview conducted using Thai language
“Most items are bought in from Thailand. The important ones are herbal
teas, massage oils, herbal compressing balls, balm and furniture. The similar
furniture in Russia is very expensive to be bought and delivered. The staff
uniforms are brought from Thailand by the masseuses. The items for customers
are bought locally in Russia. The decoration is simple with the focus on the
entrance and herbal aroma. The soft music is played in the hall. All masseuses
must wash their customers’ feet with tea before performing the massage. The
masseuses must only be Thai. Russians are impressed with how Thai people
pay attention to customers”.
Suggestions: “There are no suggestions. However, it is requested that
Thailand conduct lots of public relations”.
S5. SALINEE
SPA
"All items are shipped in from Baan-tawai Chiang Mai. Everything must
be Thai: tables, chairs, sofas, massage mattresses, counters, pictures, Thai-style
wallpapers, Thai embroidered staff uniforms with the staff’s name, the statue
of Rishi performing yoga and the Buddha statue to worship - everything is from
a single place. Spa products include balm, herbs and Thai tea of various flavors
are all sent over. This also include Thai designed pillows and framed silk
decoration. We also have Thai music with the dulcimer being played. All
masseuses are skillful in Thai massage because the Russians like to massage
the face and get massages using hands, elbows, and knees. Russians like to go
304
Respondents What is your opinion about Thai Uniqueness and Identity in your spa?
(All opinions concerned sight/taste/smell/sound/touch and Thainess).
all out. There are tests and trainings on their skills every week. Russians are
friendlier with Thai people than with the Vietnamese".
Suggestions: “None. It is useless because nothing would be done”.
S6.NUAD THAI “We focus on contemporary decorations and not being too Thai, but the
focus will be on lighting and creating interior atmosphere with Thai fabric
decoration. This will help to create a sense of Thainess only from a certain
angle. Staff uniforms, website and various media must convey Thainess. We
use the name “Nuad Thai" and not Thai Massage because the term Thai
Massage in Moscow City no longer yields much weight. Other shops will hire
foreigners. Our masseuses have to focus on skills because Russians like
pressured massage due to the cold weather which cause problems to the tendons
of the body. Additionally, Russians work hard with very little relaxation, and
so they end up suffering Office Syndrome and eating a lot. As a result, they
want to use Thai massage as a form of treatment".
Suggestions: “Thai Airways freight charges made it difficult to sell Thai
products”.
S7.THANTARA
SPA
“We’ve been opened for nearly ten years and have experienced a lot, both
hot and cold. The rent is very expensive. The most difficult aspect is the
management of people, especially Thai employees who cannot adapt to the cold
weather. Plus, it is hard and expensive to find Thai food. But it is good that staff
can save a lot of money. Sustainably operating a Thai Spa in Moscow City
requires the focus to really be on the massage. The decoration is done using
Thai silk and pictures. The spirit must be worshiped every day. Rishi
performing yoga is a Thai uniqueness. There must always be herbs: bael, lemon
grass, balm, compressing balls, and Pandan in stock. There must always be a
pleasant scent in the hall. The burner must be placed and turned on at the
entrance to release the scent of camphor. Employees must only be Thai wearing
Thai sarongs to be polite. They must be smiling, and the clothes must be clean
without body odor or bad breath. Finally, the massage must be done with high
pressure because Russians like to be massaged with high pressure. Russians do
not like to talk much. They do not like beating around the bush. Public relations
are required to be clearly done with publications and a website for them to
decide for themselves".
Suggestions: “I do not know if the officials have looked into this lately?
There are some establishments that used foreigner to provide service, but the
still use the term ‘Thai Massage’”.
S8.WAI THAI
“Thank you for coming. I like Thailand. I had good memories with the Thai
people. They are very courteous, helpful and friendly. I used to live in
Thailand for many years. I brought all my products from Thailand. I will do
the best in Thai Spa. You can see that all our treatments show that it is like
305
Respondents What is your opinion about Thai Uniqueness and Identity in your spa?
(All opinions concerned sight/taste/smell/sound/touch and Thainess).
we have moved Thailand to Moscow. I like Thai culture, Thai music, Thai
Food, and Thai tea. Pictures of Thai silk and Thai elephants pictures are a
must in our spa salon. The only thing I bought in Moscow was furniture. It is
very expensive for freight charges. Customers like Thai therapists. It is really
the Thai touch.”
Comments: “Thai people are so nice, they but they are sometimes too needy”.
S9. THAI
AGALAROV
SPA
“We are a 6-star spa in a hotel and AGALAROV Estate Golf Course that
is far from Moscow City. The owner stressed that everything must only be
imported from Thailand, and the best spa service must be provided because it
must accommodate the VIP-level customers of the hotel and golf course. Signs,
pictures, drawings and Thai engraved patterns are from Chatuchak. The
masseuses must only be Thai. A Thai manager was hired to come to work for
three years each time and would need to be constantly trained to meet the Thai
people’s standards. The scent of the herbal tea needs to be Thai because it
cannot be tampered with at all. Customers will be familiar with the Thai scent,
Thai music and Thai atmosphere. We hired architects from Thailand to design
the interior decoration to meet the purpose of the owner. The curtains can be
silk from Russia because it is similar to Thai silk. Most snacks served are hard
to find, so fruits are served. Most Russians prefer fruits more. Thai desserts are
not served because there was no one to make them, so chocolate was used
instead. Thai music is played in the hall. The massage room would depend on
the desires of the customer because we split each room".
Suggestions: “Importing Thai products is very expensive, so some
items must be modified. Some room products are found in Moscow City,
resulting in the taste and appearance being somewhat distorted”.
S10.SPA
MONTRA
“We emphasized Thai-style decoration with the emphasis being on all
Thai spa uniqueness whether it be the signs with Thai elephants, Thai silk, Thai
tea, Thai dessert, pictures of various Thai herbs, musical instruments, Thai
herbal aroma throughout the entire spa, and staff are only Thais. The
receptionist who is Thai and who can speak Russian is very good because Thai
people have a gentle temperament and are friendly. If the administrative person
can be selected, it would be a Thai who speaks English and Russia. In the aspect
of lemongrass flavor, we use boiled marinade mixed camphor aroma throughout
the spa. But in summer the Russian people like the smell of orange, so it needs
to be seasonally adjusted. "
Suggestions: “There is so much I want to see. I want Thai massage to be
more conventional because there are still small spas at beauty salons that have
opened up in fitness centers or apartments that are without any Thai uniqueness.
306
Respondents What is your opinion about Thai Uniqueness and Identity in your spa?
(All opinions concerned sight/taste/smell/sound/touch and Thainess).
They may imply sexual services resulting in the overall image of Thai spas
being ruined”.
S11.
GARATREE SPA
(Russian-Thai
partnership)
“We have been open for nearly 15 years, and ownership has changed
several times when the spa was unable to cope with the significant
depreciation of the ruble. Many masseuses had been sent back to Thailand due
to the wages being very expensive. Kinnaree Spa is considered a top-class
Thai spa in Russia with customers impressed with the friendliness of the
service, friendly smiles and attentiveness of the staff. The management
approach is to use Thai items with Thai uniqueness in the interior decoration
with upholstery fabrics such as Thai silk runner, pictures and symbols like
statues of grandfather Rishi (displayed) and Nang Kwak (Woman statue
beckoning customers to come in). In the hallway, there will be Thai music and
herbs. After the service, there will be snacks and various other things served.
The flyers must be designed with Thainess”.
S12.LE THAI
MASSAGE SPA
“We are a 5-star spa located in Crown Playa Moscow Hotel. The rooms
were open space with a focus on a burning candle and Thai herbal aroma.
Playing Thai music softly made customers feel relaxed. The Thai Buddha statue
could be obtained from Moscow City. Media in the spa would focus on direct
media. The staff are Thai only and not dressed in Thai sarongs or Thai-style
clothes, but instead they wear a T-shirt and sweat pants without conveying Thai
uniqueness. This is because Russians like being energetic. Additionally, Thai-
style clothing was also hard to find and if damaged, it would be hard to be
repaired. So we used products that can be found in Moscow City. Russians
would completely overlook these things. Skillful masseuses would be all that is
needed. Other elements are hardly of any importance in the overall picture. The
furniture is simple and could be purchased at IKEA and only needs to be
perfectly combined such as Thai silk to cover the massage beds manufactured
in Russia or wallpaper with a striped pattern similar to what is found in
Thailand. The simple conclusion is that other elements do not need to be "so
Thai", but things that are needed are as follows:
1. The masseuses must be Thais who perform Thai traditional massage
with high pressure. They must be humble, smile, and have a devotion to their
duty.
2. Herb aroma products must only be from Thailand, such the ones used
at the entrance and hall must have lemongrass and Pandan aroma so customers
can feel the Thainess. The snacks and desserts will be those easily purchased at
general supermarkets. In the aspect of the service, we will focus on offering
307
Respondents What is your opinion about Thai Uniqueness and Identity in your spa?
(All opinions concerned sight/taste/smell/sound/touch and Thainess).
what is being provided in Thailand, for example customers’ feet must be
washed first".
Suggestions: “It is believed that there will be many new spas, so the
genuine Thainess will gradually disappear because raw materials will be scarce
and more expensive”.
S13. ROYAL
THAI SPA Thai
Massage owner is
Russian and Thai
“There are a total of nine branches. There is Thai uniqueness at every
branch. The architect designed every branch using a cooperate design with
Kanok and Orange Jessamine patterns. The items used are made with coconut
shells. The spa uses Thai scents such as ylang-ylang, jasmine, Wisteria,
Plumeria, lemongrass, and coconut, which most Russians like very much. The
decoration is done by using elephants, Bodhi patterns and the furniture was
sculptured by Russian carpenters to make them look more like those used in
Thailand. Thai herbal aroma consists of the scents of camphor mixed with
pandan. The customers like all kinds of beverages and snacks, except ginger
juice because it is spicy. Staff can be either Thai women or men with a focus
on the pressure for ‘office syndrome’ treatments. Russians work harder and are
more stressed, so they like to get massages for relaxation and to cure symptoms.
They also like staff to pay attention to them. Therefore, more branches have
been opened in other cities”.
Suggestions: I want you to forward it to the Thai government to help with
the Russian or English language training, to check frequently and to establish
strict rules”.
S14. THAI LAB
SPA with 5
employees
“The spa is small with just three rooms and four employees. It is easy to
decorate in a Thai style. We used elephant silk and photos. Everything was
based on the elephant: the fabric, runner, mattress covers, and cushions. In the
aspect of taste, we did not serve snacks, but only Thai tea. But we do not serve
ginger juice, neither before nor after. Russian guests would not like both before
and after. In the aspect of appetizers, we would mainly use chocolate and Thai
herbs. In the aspect of music, we will purchase music from YouTube's music
for spa, and no customers have complained about anything. Additionally, the
scent in the spa is very important. It must be Thai style such as Wisteria or
Ylang-ylang, but there will be an extra scent such as lavender or orange. The
masseuses must be Thai who are able to use their elbows, knees, and hands.
Customers would be impressed with the humility and the attention paid to them
by the Thai people even if the service would cost more than those offered by
foreigners".
308
Respondents What is your opinion about Thai Uniqueness and Identity in your spa?
(All opinions concerned sight/taste/smell/sound/touch and Thainess).
Suggestions: “I want employees to be knowledgeable in English or some
Russian”.
S15. THAI INN
SPA
“Customers are mostly civil servants and of working age with little time
to get a massage. They would get a message when they have time off from
work, so the emphasis would be on the massage and not much attention is
paid to details in terms of Thainess. However, the shop has prepared as many
Thai ingredients as possible. What is indispensable are the masseuses who
must be Thai only. Other things include Thai herbal remedies like balm for
massage and hot compress massage. Customers like butterfly pea tea, which
reduces cholesterol in the blood. Thai massage is impressive due to the
reflexology which promotes effective relaxation in a short time".
Suggestions: none
s.16 MAI THAI
SPA
“The Thai spa administration in Russia requires as much Thainess as
possible because most customers have been to Thailand and would be very
familiar with Thainess. So the elements such as Thai uniqueness must be
presented on the signs. There must be a Thai person to greet with a Wai which
will allow those passing by to realize that this is a Thai massage store. The
interior decoration is also very important. The silk and pillow cases must be
Thai style. The masseuses must be Thai only even if wages for foreigners are
cheaper. This is because it is a problem which customers would not accept (not
having Thai masseuses). Thai people are polite, humble and gentle, smile, and
pay attention to customers. These traits impress customers”.
s.17 CROWN
THAI SPA
“Our spa is small, but Thai uniqueness must be maintained in all aspects:
image, taste, smell, sound, and touch. The masseuses must only be Thai, and
herbal tea must only be imported from Thailand. If it is not necessary, things
from Russia will not be used at all because customers can tell. Signs and
symbols in brochures and flyers must be Thai style. The Thai herbal aroma
must be present in the hall and the massage room with an emphasis on Thai
aroma at the entrance to the shop. After that, the focus would be on being
quiet with Thai music. Employees must be Thai people dressed in clean, tidy
Thai fabrics and have gentle smiles and be attentive to customers”.
s.18 AMNIS SPA “We try to do everything to convey Thai uniqueness because Russians
like and appreciate the Thainess. So the more Thainess is conveyed, the more
customers there would be. The focus must be on the service personnel being
Thai people. We must use Thai herbs and compressing balls. Thai tea served
with lemongrass, pandan, and bael fragrance".
Suggestions: “Some companies should import Thai products to be sold
here or factories should be established in Russia to keep costs low”.
309
Respondents What is your opinion about Thai Uniqueness and Identity in your spa?
(All opinions concerned sight/taste/smell/sound/touch and Thainess).
Conclusion: “The emphasis must be on Thailand the most”.
s.19 THAI SPA
SEASON
“The focus is on the entrance being decorated with statues and drawings
depicting various Thai massage postures. Russians like studying about health,
so the spa will emphasize the sight, taste, smell, sound, and touch."
Problem and obstacles: “The barrier is that Thai masseuses and the
importing of Thai products are very costly”.
s.20 LEE THAI
SPA
“We will focus on Thai uniqueness at every step, starting from the front
of the spa. Otherwise, customers would not be able to distinguish between
Chinese or Thai spas. Authentic Thai spa must worship the spirit, and the
entrance wall decoration would be done with Thai-style wallpaper. Herbal
aroma must be mixed with gentle music, and Thai tea is served before every
massage. Employees must only be Thai. There may be little Thainess in other
things, but employees must only be Thai”.
Suggestions: “There should be training courses on basic English and
Russian language skills”.
310
APPENDIX E
PHOTO OF INTERVIEWS ON THE CROSS-CULTURAL
LEARNING PROCESS OF THAI SPA UNIQUENESS
AND IDENTITY FOR RUSSIAN CUSTOMERS
IN MOSCOW CITY, RUSSIAN FEDERATION
311
Examples of Thai spa in Moscow City, Russia Federation entrance sign
expressing Thai uniqueness such as elephants, masseuses, and Thai-style wallpaper
Thai Pattara Spa Center
315
Interior of a Thai massage room with decoration expressing Thai uniqueness
such as Thai-style curtains, Thai-style lanterns Thailand, Thai-style runners, and media
in the spa.
316
Lobby expressing Thai uniqueness such as a Thai-style statue, but the furniture does
not clearly express Thai uniqueness.
318
Thai spa media, Thai-style price tag, a Buddha statue, and Thai silk expressing Thai
uniqueness in the lobby of a Thai spa.
319
Examples of sight and smell in a Thai spa such as herbal Thai spa products that
express Thai uniqueness.
321
Samples of interviews and questionnaires for Russian customers after the service.
They have been served herbal tea and coconut jelly.
322
Setting up a small discussion group to gather opinions about the model, which
was the process before, during, and after procedures to be used in the spa business
that is suitable for Russian customers in Moscow City.
The images consist of 1) Tourism Authority of Thailand, Moscow City Office
Director (retired); 2) Tourism Authority of Thailand, Moscow City Office Director; 3)
Secretary of the Embassy of Thailand in Moscow City; 4) a Thai spa owner in Moscow
City; 5) Director of an Export Company; and 6) Director of Finance Department of the
Thai Embassy in Moscow City. In sum, everyone accepted that the process model can
actually be implemented in real practice.
BIOGRAPHY
NAME Mrs. Pratoom Wongsawasdi
ACADEMIC BACKGROUND Satriwithaya School, Bangkok 1974
Bachelor of Arts (Political Science),
Ramkhamhaeng University 1978
Master of Political Science, National Institute of
Development Administration 2002
PRESENT POSTION Managing Director, Natural Park Resort, 412
Village No.12, Jomtien Beach Road, Nong Prue
Sub-district, Bang Lamung District, Chon Buri
Province 20250
Managing Director, Thai Pattara Center, 26
Begovaya street, Moscow city, Russian
Federation
Managing Director, Dudee Import & Export
Company Limited, Moscow City, Russian
Federation
EXPERIENCES 1990 – 1995 Ambassador City Jomtien Hotel,
Chon Buri Province
1995 – 1999 Welcome Jomtien Beach Hotel,
Chon Buri Province
1999 – Present Natural Park Resort, Jomtien
Beach, Mueang Pattaya, Chon
Buri Province