Main Article Content
This article aims to investigate the excellent management factors on the success of Thai massage and spa business management. This research is quantitative research with 158 health service entrepreneurs in the category of Thai massage and spa who are certified the standard of Thai massage and spa services. The structural equation modeling: SEM was used to test the research hypothesis.The result showthat the strategic, the human resource management, the structure, the shared values, the skill, the style, the system influences the success of the sustainable Thai massage and spa business management with the coefficient of the forecast (R2) at 0.69 with statistical significance at the level of 0.05. The goodness-of-fit measures found that the chi-square equals 269.68, DF is 102, P-value is 0.620, GFI is 0.963, AGFI is 0.927, CFI is 0.948, and RMSEM is 0.046.