Text Mining and Factor Analysis of Service Quality of Spa Business in Pattaya, Thailand

Spa and wellness tourism has continuously expanded in the recent years. Pattaya has been the most popular destination in Thailand for both domestic and international travelers for decades, while spas businesses can attract a large number of customers. The current study focuses on the key antecedents of service quality affecting the customers' satisfactions, particularly among the baby boomer generation. The mixed methodology is utilized by conducting both qualitative and quantitative analysis. This study consists of two stages, including the text mining on online reviews study and the survey study among the baby boomers who have experienced the spas in Pattaya. The SERVQUAL model is adopted for examining the customer satisfaction toward five dimensions, including tangibility, reliability, responsiveness, assurance and empathy. The findings from stage 1 are employed as the guideline for developing the questionnaire in stage 2, while the findings from both studies have been analyzed. The findings discover the differences between the stage 1 and stage 2, which contributes to both theoretical and practical implication. The limitations and future research have been discussed.