Hotel Spa and Wellness Services in Crete: A Marketing Analysis

Hotel Spa and Wellness Services in Crete: A Marketing Analysis

Marios D. Sotiriadis (University of South Africa (UNISA), South Africa)
DOI: 10.4018/978-1-4666-9761-4.ch008
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The focus of this contribution is on the analysis of main components and characteristics of Spa & Wellness Services provided by hotel businesses in Crete, Greece. A brief definition of the concept and a typology are presented in the first section. A business environment analysis with the main trends and developments in this field is the topic of the second section. This is followed by the main section reporting on a field research conducted in 2012 in Crete, Greece. This research has been carried out by applying the method of a personal interview to hotel & spa managers offering these types of services. In particular, the following issues have been investigated: Services, Products and equipment, Consulting services, Human resources, Financial issues, Market, and Business performance conditions. This means that a marketing analysis requires an integrated approach to all related business managerial issues. The main conclusions of this research lead in shaping and defining a framework of factors for successful Spa and Wellness services in a well-established holiday destination.
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1. Literature Review: Concepts And Typology

This section deals with concept and typology of spa and wellness tourism. International Spa Association (2010) defines spas as ‘places devoted to overall well-being through a variety of professional services that encourage the renewal of mind, body and spirit.’ The term spa is associated with water treatment, also known as balneotherapy (Erfurt-Cooper & Cooper, 2009). Spas typically offer various health treatments, and the main types are shown in Table 1.

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