A case study to explore the best marketing practices of the fast growing health and wellness industry

• Main Author: Oosthuizen, Deirdre Vanessa
• Other Authors: Ochonogor, Chukunoye Enunuwe
• Language: en
• Published: University of South Africa 2009
• Subjects: marketing practices; health industry; wellness centre; eco tourism
• Online Access: http://hdl.handle.net/10500/64

Advancement of eco tourism with the building of a wellness centre. Consideration to indicators in strategies to build the new brand in order to maximise ROI === The purpose of this paper is to discuss how the health spas embark on marketing strategies and how they will deal with the increased consumer demand. On the one hand, a case study of two recognised health spas will illustrate how the spas integrate marketing strategies to build credible relationships with their customers and will demonstrate successes and failures of each health spa. On the other hand, an exploration of the market dynamics will present a consciousness of the customers’ expectations and suggest whether the level of service quality in the health spa is adequate to meet these needs. The practical implication of the study will assist in the design of a proposed model with best marketing practices for the sustainability of this competitive industry.