Competitive advantage in services of the hospitality industry
Välikoski, Olivia (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019052311434
https://urn.fi/URN:NBN:fi:amk-2019052311434
Tiivistelmä
The purpose of this thesis was to discover the competitive advantage of the case company in hospitality services. This was also formulated as the main research question, which the thesis aims to answer. Additionally, a survey was conducted to the visitors of the spa of the case company. This survey aimed to determine the reasons and motives, customers visit the spa.
The research was conducted through the above mentioned survey and the use of secondary data. Secondary data was gathered through the existing websites of the chosen hotels. This data was put into a table and thus the results of the data collection were compared.
The results of this thesis show that the spa area is a competitive advantage for the case company. The majority of the hotel guests in the research chose the specific hotel because of the existence of the spa. In addition, the results of the survey show that a majority of the spa visitors are over the age of 55 and the most responded reasons for visit were “just for fun”, “water aerobics” and “relaxation”.
The results from this research will certainly be beneficial to the case company. Through the results of the survey, the hotel now knows which factors customers value in the spa and knows to put emphasis on these in the future. The author believes that the case company can really use the results i.e. in their marketing for the spa, as they can focus certain services to specific customers, based on the segmentation done.
The research was conducted through the above mentioned survey and the use of secondary data. Secondary data was gathered through the existing websites of the chosen hotels. This data was put into a table and thus the results of the data collection were compared.
The results of this thesis show that the spa area is a competitive advantage for the case company. The majority of the hotel guests in the research chose the specific hotel because of the existence of the spa. In addition, the results of the survey show that a majority of the spa visitors are over the age of 55 and the most responded reasons for visit were “just for fun”, “water aerobics” and “relaxation”.
The results from this research will certainly be beneficial to the case company. Through the results of the survey, the hotel now knows which factors customers value in the spa and knows to put emphasis on these in the future. The author believes that the case company can really use the results i.e. in their marketing for the spa, as they can focus certain services to specific customers, based on the segmentation done.