A Functional and Thematic Analysis of the Language Commonly Used by Foreign Customers in their Visits to Spa and Wellness Centers in Thailand

• Main Authors: Janpha Thadphoothon, Jutamat Limsupanak, Patiyoot Thunwanont, Manop Klaewkla
• Format: Article
• Language: English
• Published: Lasting Impressions Press 2021-03-01
• Series: International Journal of English Language and Translation Studies
• Subjects: spa and wellness; foreign customers; words; phrases; language use
• Online Access: http://www.eltsjournal.org/archive/value9%20issue1/7-9-1-21.pdf

Spa and wellness are among the major tourism industries in Thailand. Each year, millions of foreign customers visit Thailand and visit its spa and wellness centers. However, little research has been done on the characteristics of the language used by those foreign visitors. Our aim was to analyze the verbal expressions used by foreign customers visiting spa and wellness centers in Thailand. The data were collected in June 2019 from eighty seven spa and wellness administrators using Mentimeter. The phrases were assessed by three experienced English language teachers determining the themes and functions of the language. Our content analysis found 28 themes and 16 functions. The top three themes were found to be the following: (1) Complimenting (19.20%), (2) Massage types (13.50%), and (3) Price (11.8%). The top three functions were found to be: (1) To make an inquiry (31.0%), (2) To pay a compliment (19.7%), (3) To make a request (16.4%). We noted that the themes considered critical elements in the spa and wellness businesses, namely, health and safety, were not explicitly mentioned. Another salient characteristic was the lack of critical comments. Recommendations for business operators and further research are also given.