Developing a service marketing strategy for wellness tourism company : Case study: Golden Retreats
Falck, Jenni (2013)
Falck, Jenni
Metropolia Ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013092715601
https://urn.fi/URN:NBN:fi:amk-2013092715601
Tiivistelmä
Idea for this thesis arose when author was practicing yoga with the main owner of Golden Retreats in Mexico, where she owns a yoga studio. After variable conversations and mutual interest towards marketing and yoga, decision of the marketing strategy focused research was made.
Purpose of this thesis was to understand the mix of suitable marketing strategies for wellness tourism business by approaching the subject by case-study about Golden Retreats. The research questions focused of finding the marketing practices which would help to achieve the competitive advantage, identify the features which yoga practicers are looking from the yoga retreat provider and what are the most important marketing strategies to attract customers from overseas to Thailand.
One of the aims of this thesis was to get better understanding of the wellness tourism industry and concept of service marketing. By examining the different features of the service industry, aim was to choose the most efficient and important marketing strategies and then apply them in the process of developing a marketing strategy for a yoga retreat provider, Golden Retreats. Primary data was collected through various conversations and emails with the main owner of Golden Retreats, Narayani. Through these conversations author was given the deeper understanding of the business idea and the future goals of the company. Conversations worked as a base for the research,which was done by various literature sources accessed by internet and library.
Purpose of this thesis was to understand the mix of suitable marketing strategies for wellness tourism business by approaching the subject by case-study about Golden Retreats. The research questions focused of finding the marketing practices which would help to achieve the competitive advantage, identify the features which yoga practicers are looking from the yoga retreat provider and what are the most important marketing strategies to attract customers from overseas to Thailand.
One of the aims of this thesis was to get better understanding of the wellness tourism industry and concept of service marketing. By examining the different features of the service industry, aim was to choose the most efficient and important marketing strategies and then apply them in the process of developing a marketing strategy for a yoga retreat provider, Golden Retreats. Primary data was collected through various conversations and emails with the main owner of Golden Retreats, Narayani. Through these conversations author was given the deeper understanding of the business idea and the future goals of the company. Conversations worked as a base for the research,which was done by various literature sources accessed by internet and library.