The Wannee Kriangsakcharoen creator Tang, John C.S. Chairperson Sununta Siengthai Examination Committee Singha Chiamsiri Examination committee RTG Fellowships Scholarship donor text series technical report th Pathum Thani, Thailand Asian Institute of Technology 2004 continuing eng 61 leaves The purpose of this research is three-fold. The first objective is to study the current situation of hotel and res01t spa indushy in Thailand. The second objective is to conduct SWOT analysis of the hotel and resort spa indushy in Thailand. The final objective is to provide recommendations to the hotel and resort spa indushy in Thailand by interviewing hotel or resort spa managers and gathe1ing through books, newspapers, articles and websites of various public and private institutions. From this research we found that most of spa indushy pa1ticularly hotel and resort spa is leading the future growth of the spa indushy in Thailand. It is remarkable that luxurious hotels and resorts have added spa facilities to upgrade hotel and res01t service as well as ath·act more foreign visitors and boost customer's spending. The future direction of hotel and resort spa in Thailand will be discussed into two ways: positive h·ends and negative h·ends. For positive trend, the hotel and resort spa indushy in Thailand will have a double growth in next four to five years. However, unless there is standardized practice or official guideline with law enforcement for spa indushy in Thailand, service providers are not obliged to improve service standards. This could be haimful to spa industiy and future growth may not be promising. Results of the study can provide useful infom1ation to government, tourism bureau, and other local authority for planning and developing hotel and resort spa destination in Thailand in an effective and efficient way. A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management Research report (M.Sc.) - Asian Institute of Technology, 2004 Resorts Thailand Hotels Thailand Asian Institute of Technology. http://203.159.5.9/ait-thesis/detail.php?q=B08689 http://203.159.5.9/ait-thesis/detail.php?q=B08689 041119 20260818114730.0