THE CROSS-CULTURAL LEARNING PROCESS OF THAI SPA …

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

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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


Opinions on Uniqueness in the Aspect of Taste


Opinions on Uniqueness in the Aspect of Scent


Opinions on Uniqueness in the Aspect of Sound


Opinions on Uniqueness in the Aspect of Touch

x


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


Cross-Cultural Learning in Thai Spa Uniqueness During the Service


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


Opinions Towards the Desires for the Process of Cross-Cultural in

Thai Spa Uniqueness after the Process of Service


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


by Age

xi


by Education


by Profession


by Income Per Month


by Experience in Using Spa in Thailand


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


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


the Cross-Cultural Learning Process in Thai Spa Uniqueness before

the Service Classified by Age


the Cross-Cultural Learning Process in Thai Spa Uniqueness During



the Cross-Cultural Learning Process in Thai Spa Uniqueness after




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


the Cross-Cultural Learning Process in Thai Spa Uniqueness before

the Service Classified by Education


the Cross-Cultural Learning Process in Thai Spa Uniqueness During



the Cross-Cultural Process Learning in Thai Spa Uniqueness after



Cross-Cultural Process Learning in Thai Spa Uniqueness Classified

by Profession


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


the Cross-Cultural Process in Thai Spa Uniqueness before the Service



the Cross-Cultural Process Learning in Thai Spa Uniqueness During

the Service Classified by Income Per Month


the Cross-Cultural Process Learning in Thai Spa Uniqueness after


xiii


by Experience Using Spa in Thailand by Russian Customers in

Moscow City


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


by Gender


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


by Age


Cross-Cultural Learning Process in Thai Spa Uniqueness before the

Service Classified by Age


Cross-Cultural Learning Process in Thai Spa Uniqueness during the



Cross-Cultural Learning Process in Thai Spa Uniqueness after the




by Education



by Education

xiv


Cross-Cultural Learning Process in Thai Spa Uniqueness before



Cross-Cultural Learning Process in Thai Spa Uniqueness During




Service Classified by Education



by Profession


Cross-Cultural Process in Thai Spa Uniqueness Classified by Income

Per Month



by Income Per Month


Cross-Cultural Process in Thai Spa Uniqueness before the Service



Cross-Cultural Learning Process in Thai Spa Uniqueness During




Service Classified by Income Per Month


Cross-Cultural Process in Thai Spa Uniqueness of Russian


Thai Spas in Thailand

xv


Cross-Cultural Process in Thai Spa Uniqueness of Russian


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



2.4 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


Framework in to Study the Desires for the Cross-Cultural Learning

Process in Thai Spa Uniqueness, Part 2:During the Service

xvii


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

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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,

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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


Federation.

4) To create a cross-cultural learning process of Thai spa uniqueness and

identity for Russian customers in Moscow City, Russian Federation.

7

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


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.


would result in different opinions about the methods used to create the uniqueness of

Thai spa services.


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.

8

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

11

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

12

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”

13

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:

15

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,

16

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

18

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.

20

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.


the group of practitioners in regard to the

uniqueness of Thai spas.

23

24

Table 2.1 (Continued)


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”.


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”.


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


the Practitioners Group

24

25



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.


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



25

26



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.



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.


the Practitioners Group

26

27



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).


the Consumer and Practitioners Group

27

28



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”


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


the consumer and practitioners group.

28

29



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.



29

30



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.



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.



30

31

Table 2.3 Summary of the Literature Review on the Recognition of Cross-Cultural Learning


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.


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.


the consumer group in terms of their Place of

Learning.

31

32



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".



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.



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.



Learning.

32

33



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.



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



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.



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.



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



Learning.

34

35



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



Process.

35

36



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.



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.



Process.

36

37



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.



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.



Learning.

Schiffman and Kanuk

(1994)

Consumer Learning means a process where individuals acquire

knowledge and experience and apply it to future related behavior.



Learning

37

38



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



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,



Learning.

38

39



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.



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.



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



Learning

39

40



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


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




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




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




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”


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.


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



59

60



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.


the consumer and practitioners group

60

61



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.



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

https://th.wikipedia.org/wiki/%E0%B9%80%E0%B8%9E%E0%B8%A8

63

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.


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.

67


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

69

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

72

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”.

73

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.

74

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

75

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


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.



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.



Learning.

77

78



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".



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.



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.



Learning.

78

79



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.



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.

79

80



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.



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.



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



Learning.

80

81



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.

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82



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.



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.



Learning.

82

83



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.



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.



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



Learning.

83

84



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.



Learning.

Schiffman and Kanuk

(1994)

Consumer Learning means a process where individuals acquire

knowledge and experience and apply it to future related behavior.



Learning.

84

85



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.



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



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.



Learning.

85

86



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



Learning.

86

87



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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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.

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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.

105

Figure 2.6 Conceptual Research Framework

105

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


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



5) Thai-style uniforms


Sig

ht


8) Thai herbal candies

9) Thai sweets

Tast

e

10) Thai herbal scent in the main lobby


12) Thai herbal scent in drinks

13) Thai herbal scent in spa products

Sm

ell


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

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ai

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a I

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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

un

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


Learning from place and environment


4) Thai-style sign at main entrance


6) Thai herbal scent


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


1) Thai therapists


2) Thai therapists explain the techniques


3) Thai-style interior design in the massage room


5) Thai classical music in the massage room


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


1) Thai receptionist says “Kob Khun”


2) Thai receptionist gives out document after the services




5) Thai herbal drinks and candies

6) Thai sweets served


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



Thai receptionist


Thai-style brochures


Thai-style furniture

Thai herbal drinks

Thai herbal smell

Thai classical music

Thai interior design in main lobby


Change clothes shoes and feet washing

Bef

ore

th

e s

erv

ice


Thai therapists


Thai therapists explain techniques


Thai-style interior design in the massage room

Thai herbal scent in the massage room

Thai classical music in the massage room


Praying tribute to massage teacher (Wai Khru)

Royal Thai massage and Thai traditional massage

Du

rin

g t

he

serv

ice


Thai receptionist saying “Kob Khun”


Thai receptionist gives out brochures after the service


Thai-style interior design in the main lobby


Thai herbal drinks and candies

Thai sweets served


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


115

The Concept and Theories Relating to Variables in Learning Creation S

pa

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ess

Pro

cess

(Hea

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vic

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up

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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


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


(5) Praying tribute to massage teacher (Wai Khru)

(6) Technical information during massage

118


(7) Thai-style interior design in the massage room

(8) Thai herbal scent in the massage room


(10) Comfortable temperature in the massage room

(11) Thai herbal smell of spa products

(12) Proper lighting in the massage room


(13) Thai therapeutic massage

(14) Thai physical massage

(15) Thai relaxing massage

(16) Massage by hands only

(17) Massage by hands, feet, and elbows


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)


(3) After service information by receptionist

(4) After service information by giving out brochures


(5) Thai-style interior design in the main lobby

(6) Thai herbal scent in the main lobby


(8) International music

(9) Sound of water fall

(10) Proper lighting


(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


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




Thai traditional uniforms

Thai receptionist

Russian receptionist

Thai speaking receptionist

Russian speaking receptionist

English speaking receptionist

Bef

ore

th

e se

rvic

e



Menu with Thai design

Thai-style bulletin boards

Thai herb products demonstration


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 furniture

Thai herbal scent in the main lobby



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



121

Diagram Showing Details of Transforming Conceptual Research


Process in Thai Spa Uniqueness, Part 2:During the Service


Thai therapist

Thai therapist speaks Russian

Thai therapist speaks English

Thai therapist wears Thai-style uniform

Du

rin

g t

he

serv

ice


Praying tribute to massage teacher (Wai Khru)

Technical information during massage


Thai- style interior design in the massage room

Thai herbal scent in the massage room.


Comfortable temperature in the massage room

Thai herbal scent of spa products

Proper lighting in the massage room


Thai therapeutic massage

Thai physical massage

Thai relaxing massage

Massage by hands only

Massage by hands, feet, and elbows



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


Need therapist to bid farewell and say goodbye

Need receptionist to bid farewell and say goodbye

Aft

er t

he

serv

ice


After service information by receptionist

After service information by giving out brochures





International music

Sound of water fall

Proper lighting


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


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

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010

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, S

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201

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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


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


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


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

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s m

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tra

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Desires for learning process in Thai

spas


requirements


Shalom H. Schwartz(Journal of

Personality and Social psychology,)

1987

- Sociological culture characteristics


Du

rin

g t

he

serv

ice

Ta

ng

ible

Inta

ngib

le


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


X X Praying tribute to massage teacher (Wai

Khru)

X X X X X X Technical information during massage


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


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

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ess

mar

ket

ing

str

ateg

ies

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Desires for learning process in Thai

spas


requirements


Shalom H. Schwartz(Journal of

personality And Social Psychology)

1987

- Sociological culture characteristics


Aft

er

the

serv

ice

the

ser

vice

Tan

gib

le

Inta

ng

ible


X X Need for therapist to bid farewell

and say goodbye

X X Need for receptionist to bid farewell

and say goodbye


X X After service information by

receptionist

X X After service information by giving

out brochures


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



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


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


2 = No

Taste

2.7 Thai herbal drinks

2.8 Thai herbal candies

2.9 Thai sweets


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


2 = No

Sound

2.14 Thai classical music

2.1.5 Greeting in the Thai language,

“Sawasdee”

Nominal Scale

1 = Yes

2 = No

129



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)


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)


2 = No

Part 3 The Methods of Creating Cross-Cultural Learning Process about the

Uniqueness of Thai Spa Services

Before the service


3.1 Thai receptionist

Interval Scale




Interval Scale 1 = Lowest

2 = Low

3 = Moderate

4 = High

5 = Highest


environment


entrance


3.6 Thai herbal smell


2 = Low

3 = Moderate

4 = High

5 = Highest

130



Measurement

Characteristics of

Measurement


3.8 Thai interior design in the main

lobby


3.9 Change clothes shoes and feet

washing


2 = Low

3 = Moderate

4 = High

5 = Highest

During the service


3.10 Thai therapist


2 = Low

3 = Moderate

4 = High

5 = Highest


3.11 Thai therapist explains technique


2 = Low

3 = Moderate

4 = High

5 = Highest


environment


massage room


room

3.14 Thai classical music in the

massage room


2 = Low

3 = Moderate

4 = High

5 = Highest


3.15 Praying tribute to massage

teacher (Wai Khru)

3.16 Royal Thai massage and Thai

traditional massage


2 = Low

3 = Moderate

4 = High

5 = Highest

131



Measurement

Characteristics of

Measurement

After the service


3.17 Thai receptionist says “Kob

Khun”


2 = Low

3 = Moderate

4 = High

5 = Highest


3.18 Thai receptionist gives

information after the service


2 = Low

3 = Moderate

4 = High

5 = Highest


environment


main lobby


3.21 Thai herbal drinks and candies

3.22 Thai sweets served


2 = Low

3 = Moderate

4 = High

5 = Highest


3.23 Change clothes shoes


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


4.1 Thai traditional uniforms


4.3 Russian receptionist

4.4 Thai speaking receptionist


2 = Low

3 = Moderate

4 = High

5 = Highest

132



Measurement

Characteristics of

Measurement

4.5 Russian speaking receptionist

4.6 English speaking receptionist



4.8 Menu with Thai design

4.9 Thai-style bulletin boards

4.10 Thai herb products demonstration


2 = Low

3 = Moderate

4 = High

5 = Highest


environment


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


main lobby

4.18 Thai furniture


lobby



2 = Low

3 = Moderate

4 = High

5 = Highest


4.21 A warm welcome like a family

member

4.22 Friendly receptionist

4.23 Receptionist take good care of

customers


2 = Low

3 = Moderate

4 = High

5 = Highest

133



Measurement

Characteristics of

Measurement


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


4.28 Thai therapist

4.29 Thai therapist speaks Russian

4.30 Thai therapist speaks English

4.31 Thai therapist wears Thai-style

uniform


2 = Low

3 = Moderate

4 = High

5 = Highest


4.32 Praying tribute to massage

teacher (Wai Khru) )

4.33 Technical information during

massage


2 = Low

3 = Moderate

4 = High

5 = Highest


environment


massage room


room


4.37 Comfortable temperature in the

massage room

4.38 Thai herbal scent of spa products

4.39 Proper lighting in the massage

room


2 = Low

3 = Moderate

4 = High

5 = Highest

134



Measurement

Characteristics of

Measurement


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


2 = Low

3 = Moderate

4 = High

5 = Highest

After the service


4.45 Need therapist to bid farewell

and say goodbye

4.46 Need receptionist to bid farewell

and say goodbye


2 = Low

3 = Moderate

4 = High

5 = Highest


4.47 After service information by

receptionist

4.48 After service information by

giving out brochures


2 = Low

3 = Moderate

4 = High

5 = Highest


environment


main lobby


lobby


4.52 International music

4.53 Sound of water fall

4.54 Proper lighting


2 = Low

3 = Moderate

4 = High

5 = Highest

135



Measurement

Characteristics of

Measurement


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


4.60 Change clothes shoes and bid

farewell to customers


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

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ork

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ideli

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for

Th

ai

spa i

den

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 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


(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


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


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.



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).



different opinions about the desires for

cultural learning process about the


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 3: Thai Spa Identity

Part 4: The Methods of Creating Cross-Cultural Learning Process about the


Part 5: The Desires for the Cross-Cultural Learning Process about the


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


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%).


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%)


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 %).


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


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%).


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%)


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


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%)


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 %).


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%)


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


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

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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


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).


Cultural Learning in Thai Spa Uniqueness During the Service



1) Thai therapists 4.98 .140 Highest


2) Thai therapists explain their techniques 4.84 .364 Highest


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


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).


Cultural Learning in Thai Spa Uniqueness After the Service



1) Thai receptionist says “Kob Khun” 4.03 .437 High


2) Thai receptionist gives brochures after the service 4.13 .521 High


3) Thai-style interior design in the main lobby 4.80 .572 Highest

4) Thai classical music 4.80 .566 Highest

159




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


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


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


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


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


Learning from Activities 4.42 .337 High

21) A warm welcome like a family member 4.99 .099 Highest

162



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


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


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


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


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).


Opinions Towards the Desires for the Process of Cross-Cultural in

Thai Spa Uniqueness after the Process of Service


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


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


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



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


and bid farewell to customers

4.98 .140 Highest


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


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



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


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


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.


Education


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


traditional massage) 127.15 0.420 Indifferent

2

170




19) Thai courtesy (Wai and Wai Khru) 127.157 0.185 Indifferent


shoes and feet washing) 119.651 0.260 Indifferent


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.


Profession


Sight

1) Thai-style sign at the main entrance 11.255 0.080 Indifferent




5) Thai-style uniforms 9.914 0.08 Indifferent


Taste




Scent





2

2

171



Sound


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







and shoes and feet washing) 2.795 0.095 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.


Income Per Month


Sight

1) Thai-style sign at the main entrance 88..044 0.180 Indifferent




5) Thai-style uniforms 54.871 0.080 Indifferent


2

2

172



Taste




Scent





Sound


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







shoes and feet washing) 29.556 0.80 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


Experience in Using Spa in Thailand


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


traditional massage) 17.455* 0.000 Different


19) Thai courtesy (Wai and Wai Khru) 17.455* 0.000 Different


shoes and feet washing) 16.960* 0.000 Different


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.


Russian Customers’ Experience in Using Spas in Moscow City


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


traditional massage) 75.564* 0.000 Different

2

175




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


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



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


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


After the service


= 7.325*

(P = 0.000)

20 - 40 years 4.27 0.73

41 - 60 years 4.76 0.13


Overall


= 30.119*

(P = 0.000)

20 - 40 years 4.35 0.50

41 - 60 years 4.70 0.11



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 =


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.



uniqueness during the service with a statistical significance level of 0.05 (F-test =


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.



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


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.


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




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


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 - - - -


From table 4.28, it was found that:

The sample of Russian customers aged below 20 years of age had different


uniqueness before the service from the sample aged 20-40 years with a statistical


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


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


Cross-Cultural Learning Process in Thai Spa Uniqueness During the


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 - - - -





uniqueness during the service from the sample aged over 60 years with a statistical




during the service from the sample aged over 60 years with a statistical significance

level of 0.05.



during the service from the sample aged over 60 years with a statistical significance

level of 0.05.

182




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 - - - -





after the service from the sample aged 41-60 years with a statistical significance level

of 0.05.



after the service from the sample aged above 60 years with a statistical significance

level of 0.05.

183


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




After the

service




Overall





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


a degree higher than a bachelor’s degree had a higher mean score on the opinions


than the sample who graduated with a bachelor’s degree and the sample who graduated

below a bachelor’s degree.



cultural learning process in Thai spa uniqueness during the service with a statistical


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




cultural learning process in Thai spa uniqueness after the services with a statistical




than the sample who graduated with a bachelor’s degree and the sample who graduated


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


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 - - -



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



with a degree higher than a bachelor’s degree with a statistical significance level of

0.05.




with a degree above a bachelor’s degree with a statistical significance level of 0.05.

186




Education

X


degree

Bachelor’s

degree


degree

4.12 4.36 4.82

Below a bachelor’s degree 4.12 - 0.2407*

(0.003)

0.6972*

(0.018)


(0.001)

Above a bachelor’s degree 4.82 - - -




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.




graduated with a degree above a bachelor’s degree with a statistical significance level

of 0.05.




graduated with a degree above a bachelor’s degree with a statistical significance level

of 0.05.

187


Cross-Cultural Learning Process in Thai Spa Uniqueness During the


Education

Under bachelor’s

degree

Bachelor’s

degree

Above bachelor’s

degree

4.61 4.90 4.77


degree

4.61 - 0.2935*

(0.015)

0.1588*

(0.024)


(0.038)


degree

4.77 - - -





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.




who graduated with a degree higher than a bachelor’s degree with a statistical





who graduated with a degree higher than a bachelor’s degree with a statistical


188


Cross-Cultural Process Learning in Thai Spa Uniqueness after the


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)


(0.028)

Above a bachelor’s degree 4.91 - - -





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.



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


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


(<0.127) Employee 4.81 0.28

After the service


(0.495) Employee 4.69 0.25

Overall Business owner 4.64 0.21 6.264

(0.232) Employee 4.59 0.51


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:


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.



learning process in Thai spa uniqueness during the service. The sample of business



190



learning process in Thai spa uniqueness after the service. The sample of business




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


191


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:


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



monthly incomes of 50,000-100,000 rubles, 100,001-200,000 rubles, and below 50,000

rubles, respectively.



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


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


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




rubles, respectively.

192



Table 4.38 Pairwise Comparison of Opinions Towards the Overall Methods to

Create the Cross-Cultural Process Learning in Thai Spa Uniqueness


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 - - - -



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.


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.


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



Cross-Cultural Process in Thai Spa Uniqueness before the Service


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




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



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.



cross-cultural learning process in Thai spa uniqueness before the service from the


level of 0.05.


Cross-Cultural Process Learning in Thai Spa Uniqueness During the


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


195




learning process in Thai spa uniqueness during the service from the sample with


0.05.



learning process in Thai spa uniqueness during the services\ from the sample with


0.05.



cross-cultural learning process in Thai spa uniqueness during the service from the


level of 0.05.



cross-cultural learning process in Thai spa uniqueness during the service from the


level of 0.05.

196


Cross-Cultural Process Learning in Thai Spa Uniqueness after the


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



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


0.05.



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.



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



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.


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



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


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


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


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


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.



in Thai spa uniqueness during the service.



in Thai spa uniqueness after the service.


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


After the service Below 20 years 3.75 0.00 33.761*

(0.001) 20 - 40 years 3.43 0.58

202


Opinions

Age X

SD

Test Statistics

F-test

(P-value)

41 - 60 years 3.81 0.09


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



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



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.



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



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.



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 - - - -



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



uniqueness from the sample aged over 60 years with a statistical significance level of

0.05.



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.


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 - - - -


205



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.




0.05.



the service from the sample aged over 60 years with a statistical significance level of

0.05.


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 - - - -


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.



uniqueness during the service from the sample aged over 60 years with a statistical



towards the desires for the cross-cultural learning process in Thai spa uniqueness during


0.05.


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.


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 - - - -


207



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 service from the sample aged 41-60 years with a statistical significance level of 0.05.



the service from the sample aged over 60 years with a statistical significance level of 0.05.


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



Above bachelor’s degree 4.69 0.03

After the service



Below a bachelor’s degree 3.94 0.02

Overall

Under bachelor’s degree 3.81 0.35 121.662*


Below bachelor’s degree 4.39 0.01


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


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:


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


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.


educational levels had different opinions towards the desires for the cross-cultural

learning process in Thai spa uniqueness during the services with a statistical



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



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



who graduated with a bachelor’s degree and the sample who graduated below a

bachelor’s degree.

209


are shown in tables 4.51-4.54


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


degree

3.81 - 0.2459*

(0.015)

0.5792*

(0.001)


(0.028)


degree

4.39 - - -



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




Thai spa uniqueness from the sample with a degree higher than a bachelor’s degree


The sample of Russian customers who graduated with a bachelor’s degree had


Thai spa uniqueness from the sample with a degree higher than a bachelor’s degree


210


Cultural Learning Process in Thai Spa Uniqueness before the Service


Education

X

Below a

Bachelor’s Degree

Bachelor’s

Degree


Degree

3.78 3.92 4.32


degree

3.78 - 0.1421*

(0.025)

0.5412*

(0.012)


(0.038)


degree

4.32 - - -





uniqueness before the service from the sample with a bachelor’s degree with a statistical




uniqueness before the service from the sample with a degree higher than a bachelor’s

degree with a statistical significance level of 0.05.



uniqueness before the services from the sample with above bachelor’s degree with a

statistical significance level of 0.05.

211


Cultural Learning Process in Thai Spa Uniqueness During the Service


Education

X


Degree

Bachelor’s

Degree


Degree

4.36 4.48 4.69


degree

4.36 - 0.1185*

(0.038)

0.3353*

(0.012)


(0.025)


degree

4.69 - - -





uniqueness during the service from the sample with a bachelor’s degree with a statistical



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.



uniqueness during the service from the sample with a degree higher than a bachelor’s


212




Education

X


Degree

Bachelor’s

Degree


Degree

3.45 3.77 3.94


degree

3.45 - 0.3213*

(0.038)

0.4951*

(0.024)


(0.018)


degree

3.94 - - -





uniqueness after the service from the sample with a bachelor’s degree with a statistical




uniqueness after the service from the sample with a degree higher than a bachelor’s




uniqueness after the service from the sample with a degree higher than a bachelor’s


213


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



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.



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 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 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


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


rubles, respectively. The procedural considerations led to the following results:


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.



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.



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


216


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 - - - -




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



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


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



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.


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 - - - -




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






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-



level of 0.05.


Cultural Learning Process in Thai Spa Uniqueness During the Service


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 - - - -




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.



cultural learning process in Thai spa uniqueness during the service from those of the

219


level of 0.05.



cultural learning process in Thai spa uniqueness during the service from those of the


level of 0.05.




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 - - - -




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



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


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




cultural learning process in Thai spa uniqueness after the service from those of the


level of 0.05.


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


221


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


without any experience in using spa in Thailand. The procedural considerations led to

the following results :


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


experience in using spa in Thailand had a higher mean score on opinions towards the


without any experience in using spa in Thailand.



cross-cultural learning process in Thai spa uniqueness during the service with a


experience in using spa in Thailand had a higher mean score on opinions towards the


without any experience in using spas in Thailand.



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


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



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 :


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


sample without any experience in using spas in Moscow City.



the cross-cultural learning process in Thai spa uniqueness during the service with a


experience in using spas in Moscow City had a higher mean score on opinions towards





the cross-cultural learning process in Thai spa uniqueness after the service with a


experience in using spas in Moscow City had higher mean score on opinions towards



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


(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


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 )


Sight

1) Thai-style interior design 269

(66.7)

134

(33.3) 20 Place 4.71 Highest 4.08 High ✓

Smell


(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


Highest 4.99

Highest ✓

7) Thai therapists explain

technique

286

(71.0)

117


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


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


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 )


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 ✓


and candies

278

(69.0)

125

(31.0) 13

Activities 4.79 Highest 4.98 Highest ✓

Smell


(69.0)

125

(31.0) 20 Place 4.80 Highest 4.75 Highest ✓

Sound


(68.7)

126

(31.3) 20 Place 4.10 High 4.09 High ✓

Touch


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


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

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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 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 herbal drinks and candies

- Thai herbal scent


- 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


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



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

241


The Cross-Cultural Learning Process Expert 1 Expert 2 Expert 3 Expert 4 Expert 5 Expert 6

After the service √ √ √ √ √ √


Thai herbal drinks and candies √ √ √ √ √ √


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



- Thai-style brochures ( Russian

language)


- Thai herbal scent



- Change clothes shoes and feet

washing


- Thai herbal scent

- Praying tribute to massage

teacher (Wai Khru)

- Royal Thai massage and Thai

traditional massage



- Thai therapist explains

technique

- Thai therapist speaks Russian



- Thai herbal scent


- Change clothes shoes and bid farewell

to customers

- After service information by giving out

brochures


-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


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:

247

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



- Thai-style brochures in Russian


- Thai herbal scent



- Change clothes shoes and feet

washing


- Thai herbal scent

- Praying tribute to massage

teacher (Wai Khru)

- Royal Thai massage and

Thai traditional massage



- Thai therapist explains

technique

- Thai therapist speaks

Russian



- Thai herbal scent


- Change clothes shoes and bid

farewell to customers

- After service information by giving

out brochures


Before the

service

Main lobby Massage Room

During the

service After the

service

Main lobby

248

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.


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.


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


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


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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APPENDICES

272

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


Thank you for your co-operation in answering the questionnaire.

274


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


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




2.9 Thai sweets

2.10 Thai herbal scent in the main lobby

2.11 Thai herbal scent in the massage room




2.15 Greeting in the Thai language “Sawasdee”

2.16 Thank you in the Thai language “Kob Khun”


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




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






3.6 Thai herbal scent


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


3.11 Thai therapist explains technique

3.12 Thai-style interior design 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




3.22 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


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


4.3 Russian receptionist

4.4 Thai-speaking receptionist

4.5 Russian speaking receptionist

4.6 English speaking receptionist


4.8 Menu with Thai design

4.9 Thai-style bulletin boards

4.10 Thai-herb products demonstration


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



4.21 Warm welcome like family members

4.22 Friendly receptionist

4.23 Receptionist takes good care of

customers


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?


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


Khru)

4.33 Technical information during massage

4.34 Thai- style interior design in massage

room



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

.......................................................................................................................................................

.......................................................................................................................................................

.......................................................................................................................................................

.......................................................................................................................................................

.......................................................................................................................................................

Thank you for your cooperation


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



4.52 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


4.60 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?


1.2 Thai-style decorations at the main entrance



1.5 Thai-style uniforms




1.9 Thai sweets






1.15 Greeting in the Thai language, “Sawasdee”

1.16 Thank you in the Thai language, “Kob Khun”


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:

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

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.


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.


Шаг 1: До Спа процедур. Ваше мнение относительно процесса понимания

уникальности Тайского Спа?

Шаг 2: Во время Спа процедур. Ваше мнение относительно процесса понимания


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


3.4 Вывески и надписи в тайском стиле


3.6 Запах тайских трав

3.7 Тайская классическая музыка

3.8 Тайский дизайн помещений

3.9 Смена одежды/обуви, омовение ног



Совсем

согласен

Сильно

согласен

Скорее

согласен

Немного

согласен

Совсем не

согласен


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




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.


Шаг 1: До Спа процедур. Что необходимо Вам для понимания уникальности Тайского

Спа.


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




4.21 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.



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



Совсем

согласен

Сильно

согласен

Скорее

согласен

Немного

согласен

Совсем не

согласен


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


4.37 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.



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



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!



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


1.5 Форма сотрудников в тайском стиле

1.6 Рекламные материалы в тайском стиле


1.8 Тайская карамель с травами

1.9 Тайские сладости


1.11 Запах тайских трав в массажных комнатах

1.12 Запах тайских трав в напитках.

1.13 Запах тайских трав в спа-продуктах


1.15 Приветствие на тайском языке “Саватди

1.16 Благодарность на тайском языке «Кхоб Кхун»


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!

294

APPENDIX C

INDEX OF ITEM-OBJECTIVE CONGRUENCE (IOC)

295

INDEX OF ITEM-OBJECTIVE CONGRUENCE (IOC)


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


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



Step 1: Before the Services What is your opinion about the uniqueness of Thai spa services?




3.1 Thai receptionist 1 1 1 1 1 5 1.0


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




3.6 Thai herbal scent 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


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?




3.10 Thai therapist 1 1 1 1 1 5 1.0


3.11 Thai therapist explains technique 1 1 1 0 1 4 0.8



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



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?




3.17 Thai receptionist says “Kob Khun” 1 1 1 0 1 4 0.8


3.18 Thai receptionist gives information after the

service 1 0 1 1 1 4 0.8


3.19 Thai-style interior design in the main lobby 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


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?




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


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



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


4.18 Thai furniture 1 1 0 1 1 4 0.8




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


4.25 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


Mean 0.9

299

Step 2: During the Services - What are your desires for Thai spa uniqueness?




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


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



room 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


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?




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


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





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



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

301

APPENDIX D

THE CONTENT OF INTERVIEWING A TOTAL OF 20 THAI SPA

ENTREPRENEURS IN MOSCOW CITY

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



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



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



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



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



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



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



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

312

Overview of Thai Spa in Moscow City: Thai Crown Spa Shop

Wai Thai Shop

313

KINNARI SPA

NUAD THAI

314

TAIRAI SPA

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.

317

Examples of Thai spa media expressing Thai massage 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.

320

Examples of Thai uniqueness in terms of flavors such as Bael juice and snacks.

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