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Spa and Traditional Thai Massage: Local Policies and Promotional Measures for Long-Stay Japanese Retirees in Chiang Mai, Thailand

This study investigates the local policies and promotional measures of local authorities concerning spa and traditional Thai massage services serving long-stay Japanese retirees in Chiang Mai. The study adopts the qualitative descriptive approach based on information obtained from printed and electronic documents and semi-structured in-depth interviews. Using purposive sampling, the participants consisted of seven representatives working at the policy level from three local authorities in Chiang Mai most directly responsible for the task of spa and traditional Thai massage. The findings reveal that local policies involves reference to the Medical Hub policy and related law, as well as policy and budget adoption from multiple streams, with no separate tasks for long-stay Japanese retirees and law enforcement to control the service standards of spa and traditional Thai massage services. Promotional measures include an award system to develop service standards and adherence to regulations, a coaching system among entrepreneurs, long-stay activities, and the adoption of local culture and Lanna wisdom in service provision. Although general foreign tourists in Chiang Mai appear to be the main target group for local policies and promotional measures, a couple of specific promotional measures are targeted at long-stay Japanese retirees. Separate tasks and a cross-sectional network of local authorities should be established to strengthen their roles in serving the group of long-stay Japanese retirees.