COMPLETION REPORT
Thammarat Marohabutr
Mahidol University
Department of Society and Health,
Faculty of Social Sciences and Humanities

The research project “Implications of Spa and Thai Traditional Massage for Long-Stay
Japanese Retirees: Policies and Characteristics in Chiang Mai, Thailand” revealed its current
situations of a decrease in the number of long-stay Japanese retiree customers because of theCOVID-19 pandemic and other foreign customers’ behaviors who tended to create unpleasantatmosphere while receiving services. From the policy’s side, the data from in-depth
interviews with the representatives working in the management of middle to top level who
were in charge of policy on the long-stay Japanese retirees living in Chiang Mai of local
authorities revealed policy implementation consisting of its reference to the Medical Hub
policy and related law, policy and budget adoption from multiple streams, non-existence ofseparate tasks for long-stay Japanese retirees, and law enforcement to control service
standards. In addition, there were promotional measures including award system fordeveloping service standards higher than those required under the law, coaching systemamong entrepreneurs, activities for promoting long-stay visitors and local culture, andadoption of Lanna wisdom into services. From the provider’s side, the data from in-depth
interviews with the representatives from the spa and traditional Thai massage entrepreneurs
giving services to the long-stay Japanese retirees revealed entrepreneurs’ participation inassociations for proper servicing, behaviors of the long-stay Japanese retirees’ preference oftraditional Thai massage over spa service using service package with promotion at services
owned by Japanese entrepreneurs or at places where the Japanese language was spoken, theuse of services in suburban area, and service recommendation among themselves in Japanesecommunity and through social media. Furthermore, common standard of services ofentrepreneurs for all customers and service strategies were revealed as the characteristics of
spa and traditional Thai massage for the long-stay Japanese retirees. From the user’s side,
the data from in-depth interviews with the representatives from the long-stay Japanese retirees
who have used spa and traditional Thai massage services revealed nice weather, availabilityof Japanese restaurants, and medium-sized city with natural surroundings and slow living as
their reasons of choosing to live in Chiang Mai. Their ways of traveling were public
transportation, rental or driving cars, and walking. They preferred using traditional Thaimassage services one to six times a year depending on their mood without a fixed schedulewith the reason of reputation of traditional Thai massage in Japan for pain relief, getting
healthy life, and reducing stress. The traditional Thai massage reflected culture andprofessionalism like in medical profession. As for disadvantages and difficulties in using
services, there was excessive abuse on a body possibly reflecting in sexual harassment,inconstant hot and cold temperature, a language barrier, too strong massage pressure, anddisturbing talking. Their recommendations included a making of their visit a special day,upgraded professional skills, ability to choose desired service provider with service history
records to follow up regular customers’ symptoms, and more attentiveness in asking the levelof pressure during massage.

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Publication of the Results of Research Project:
Verbal Presentation (Date, Venue, Name of Conference, Title of Presentation,Presenter, etc.)
Thesis (Name of Journal and its Date, Title and Author of Thesis, etc.)
Marohabutr, T. (2022). Spa and traditional Thai massage: Local policies andpromotional measures for long-stay Japanese retirees in Chiang Mai, Thailand.
Asia Social Issues, 15(4), 1-17.
Book (Publisher and Date of the Book, Title and Author of the Book, etc.)--2/2-