Factors Influencing Competitive Advantage of Spa Businesses in Prachuap Khiri Khan Province

Authors

  • Supasinee Kanchanarote Independent Scholar and Researcher

Keywords:

competitive advantage, management processes, spa businesses, Prachuap Khiri Khan Province

Abstract

The objectives of this study were to: (1) examine the factors influencing the competitive advantage of spa businesses in Prachuap Khiri Khan Province, and (2) investigate management processes affecting the competitive advantage of spa businesses in Prachuap Khiri Khan Province. The study was based on the management process framework proposed by Bartol and Martin (1997) and the competitive advantage concept of Porter (1990). The sample consisted of 170 spa business owners and managers in Prachuap Khiri Khan Province. Data were collected using a questionnaire. The statistical methods employed for data analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis.
The results revealed that the overall level of competitive advantage of spa businesses in Prachuap Khiri Khan Province was high, particularly in terms of differentiation strategy and quick response strategy. In addition, the overall level of management processes was also high, with leadership showing the highest mean score. The results of the multiple regression analysis indicated that all four dimensions of management processes planning, organizing, leading, and controlling had a statistically significant influence on the competitive advantage of spa businesses at the 0.05 level. Among these factors, leadership exerted the strongest influence, followed by planning, organizing, and controlling, respectively. The independent variables were able to explain 55 percent of the variance in competitive advantage. The findings of this study can serve as a guideline for enhancing management processes in spa businesses in order to strengthen their competitive advantage and improve their ability to compete sustainably.

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References

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Published

2026-02-19

How to Cite

Kanchanarote, S. (2026). Factors Influencing Competitive Advantage of Spa Businesses in Prachuap Khiri Khan Province. Kaonawat Academic Journal, 1(1), 21–31. retrieved from https://so17.tci-thaijo.org/index.php/KAJ/article/view/1755

Issue

Vol. 1 No. 1 (2026): January - February 2026

Section

Research Article

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Copyright (c) 2026 Kaonawat Academic Journal

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