Emerging Global Spa Trends in Luxury Hotels and Resorts - Research Proposal Example

Emerging Global spa trends in luxury hotels and resorts Table of Contents Table of Contents 2 Introduction 4 Research question 4 1 Quantitative research questions 4 1.2 Qualitative research questions 5 1.3 Quantitative research design 5 1.4 Qualitative research design 6 2. Critical evaluation and measurement issues 6 2.1 Reliability, authenticity and validity in quantitative research 6 2.1.1 Validity 6 2.1.2 Reliability and authenticity 7 2.2 Reliability, authenticity and validity in qualitative research 7 2.2.1 Validity 7 2.2.2 Reliability and authenticity 8 3. Evaluation of data collection 8 3.1 Quantitative paper 8 3.2 Qualitative paper 8 4. Assessment on sampling 9 4.1 Quantitative paper 9 4.2 Qualitative paper 9 5. Ethical issues 10 5.1 Quantitative paper 10 5.2 Qualitative paper 10 6. Analysis of data 11 6.1 Quantitative paper 11 6.2 Qualitative paper 11 7. Synthesized view 11 7.1 Quantitative paper 11 7.2 Qualitative paper 12 Summary comment 12 Suggestions for improvement 12 Reference List 12 Introduction This paper is presented with the aim of reviewing two separate published research works made by other authors in recent times. In this paper the contents of the research works are evaluated critically after identifying the research questions mentioned in both papers, their research designs, literature review presented in the papers, methodology used for research and the discussions made on the basis of the inference drawn on the basis of research. Both the papers discuss the global importance of spa facilities in hotels and resorts and the impact cast by these facilities on the consumption behaviour and preferences of spa goers. 1. Research question 1.1 Quantitative research questions The authors Koh, Yoo and Boger (2009) have recognised the growing popularity of spas with the customers in their paper titled “Importance-performance analysis with benefit segmentation of spa goers”. This is a quantitative study. In the hospitality literature, not much work is done on the importance of spas in revenue generation process. The authors aimed at “identifying different market segments among spa goers” (Koh, Yoo and Boger, 2009, p. 719) that would ultimately help in making an importance-performance analysis (IPA) on the spa goers (Monteson and Singer, 2004). In order to conduct a survey they chose a number of hotels in Texas and administered questionnaires on the customers that were visiting these hotels during the survey. The authors used a four-page questionnaire developed on the basis of 34 benefit variables identified to be important reasons behind demanding spa services. 1.2 Qualitative research questions The author of the paper titled “The peculiarities of wellness day and resort spa services in Lithuania” has presented the paper with the purpose of illustrating the different segments in the customer base of the spas around the world (Langvinienė, 2011). For collecting primary data for the qualitative analysis the researcher has chosen to conduct a survey on the customers visiting a popular wellness spa in Lithuania. Information has been separately collected from day spa and resort spa and the benefits have been evaluated (Madanoglu and Brezina, 2008). The primary objective of this study is to identify the level of well being of the customers that visit spas and also identify value attached by the customers to the facilities availed by them (Singer and Monteson, 2005; Clifford, 2001). 1.3 Quantitative research design Koh, Yoo and Boger (2009) have conducted a quantitative research on the data collected with reference to 34 benefit variables (reasons found to be important for customers to visit spa). The researchers have identified 34 benefit variables from the study of existing literature of spa facilities in hotel industry (Zimmer and Clarke, 2006; Farnum and Hall, 2007; Floyd and Gramann, 2000). The researchers validated the variables by considering the agreement or disagreement of judges with the importance of these variables. On the basis a pilot test 13 variables were deleted since these variables were found to be insignificant for the study or unrelated to the research topic. Finally, a questionnaire was developed with 21 benefit variables. The response alternatives were set on a five point Likert scale (Frochot and Morrison, 2000; Summit leisure (SPATA), 2007). The benefit variables ranged between 1 and 5 (1 signifying ‘very unimportant’ and 5 signifying ‘very important’). The performance variables also ranged between 1 and 5 (1 signifying ‘very poor performance and 5 signifying ‘very good performance’). Categorical questions (fill-in-blanks type questions) represented the demographic questions. 250 questionnaires were administered on spa goers in some hotels in Texas. The questionnaire included questions of three types; questions determining the motivations for visiting spa (determination of benefit variables), performance of the spa with relevance to these benefit variables (determination of performance variables) and demographic questions (with the aim of relating the age, gender, income and social background of the customer with their preferences). 214 completely filled questionnaires were used for further analysis (36 questionnaires were rejected due to missing values). The information obtained from this survey was used to make a quantitative analysis using SPSS and the results have been interpreted through statistical methods (George and Mallery, 2006; ISPA, 2007). 1.4 Qualitative research design The qualitative research paper has studied the importance of the rising demand for spa in hotels through data collected from variety of literature (secondary sources) as well as through interviews conducted with the help of open end questions asked to the customers visiting spa centres in Lithuania (primary source) (Frost, 2004; Hendricks, Schneider and Budruk, 2004). Information collected from available secondary sources has been validated in this paper with the help of information gathered from interview. 2. Critical evaluation and measurement issues 2.1 Reliability, authenticity and validity in quantitative research 2.1.1 Validity The authors conducted an IPA on the behaviour of the customers and classified them as escapists, hedonists and neutral (Matzler, Sauerwein and Heischmidt, 2003). Literature study has been used to supplement empirical testing. Variables that have been identified as outperforming or underperforming according to each customer group have been justified from information gathered from literature study. Researchers, however, did not receive answer from 25 percent of the respondents regarding their occupation. Since there was lack of information regarding occupation of respondents, the authors failed to relate the motivation of a majority of spa goers with their source of payment for the treatment. 2.1.2 Reliability and authenticity Reliability of the quantitative research paper is high. In this research, out of the 250 questionnaires distributed, 214 completely filled responses were received. This indicates that the responses received through questionnaires represented that the spa going population at a reliable level. An effective response rate of 85.6 percent was achieved. It is concluded that the hotel industry in Texas is a reliable source of information for conducting the research (Jang, Ha and Silkes, 2009). 2.2 Reliability, authenticity and validity in qualitative research 2.2.1 Validity The qualitative study the authors at first provide a clear definition of the concept of benefits received by customers from various facilities offered to them. Subsequently, the most crucial factors for increase in demand have been identified, so that the spa services might be improved to serve the customers better. It also helps to identify the uniqueness of the spa centres as well as the obstacles faced by them in their path of growth (Foster and Mandelbaum, 2005). 2.2.2 Reliability and authenticity The qualitative research paper makes rich contribution to the literature pertaining to the aspect of increasing demand for spa in hotel industry (MedSci, 2006). Responses have been collected from 100% of respondents through interviews. Interviews conducted with customers reveal appropriate information regarding the topic of research. The characteristics of sample used for the study makes the sample reliable. Since the researcher considered a face to face interview with customers, it provided him with the opportunity to engage into a discussion with the respondent and assess the motivation behind the respondent’s answer (Khatri, 2000). 3. Evaluation of data collection 3.1 Quantitative paper Information has been collected for the quantitative paper by the use of pre structured questionnaire. Importance of the variables to be studied has been assessed by running a pilot test. The rate of response received was high as 85.6 percent. The paper presents tables showing financial data of the spas that participated in the study. Information is collected in accordance to the research question stated at the beginning of the paper. This information is then evaluated according to establish the variety in consumer perception regarding spa facilities. 3.2 Qualitative paper The qualitative research paper presents an analysis of data collected from primary and secondary sources. This facilitated the researcher to compare data collected from existing literature with those collected through primary interview with a group of customers visiting a spa centre. The paper presents a comparison between day spas and resort spas. It represents the demographical characteristics of the customers, and variety in pattern of demand for services according to the age, gender and occupation of the customers. It reveals that the perception of value of customers vary although similar facilities are provided to the entire group of respondents. 4. Assessment on sampling 4.1 Quantitative paper The quantitative paper provides a report of survey made on 250 participants from a number of hotel spas in Texas. The spa goers have been identified to have some common demographic characteristics in all developed and developing countries (Monteson and Singer, 2004). This sample is representative of the total spa going population. Since the spas are selected strategically such that they receive maximum number of customers from all over the country. Therefore, the inferences might be applied to the entire population. 4.2 Qualitative paper In the qualitative paper sampling has been made with the aim of studying the research topic in depth and draw insightful inference from analysis of the information. With this aim the researcher has chosen to study information available from secondary data sources and put them to test through empirical investigation. Primary sources of data have also been exploited for collecting relevant data. Regular customers of a selected spa were approached to take part in the study and information has been gathered through survey after they agreed. These customers have been questioned on their preferences and the motivation of visiting the particular spa on regular basis. 5. Ethical issues 5.1 Quantitative paper Data for the quantitative study was collected from customers visiting hotel spas. Researchers have been cautious in designing the questions so as to eliminate bias of the participants regarding any particular spa facility. The size of sample is appropriate. The data collection procedure is also suitable for the study. The researchers took prior permission from the managers of the hotel spas to conduct survey on their customer and also ensured that the information collected from them remain confidential and anonymous (Michie, 2001; Oh, 2001). Questions related to cast, religion or other social background of the participants were avoided. 5.2 Qualitative paper The method of sampling and research design in the qualitative paper shows that the participants in the interview have been provided with prior information about the rationale behind the research. The sample size is good for analysing the information collected from the sample. Face to face interview conducted with the respondents ensure that the data is not fake or irrelevant since the researcher has the option to assess the background and relevance of the respondent to the research. Confidentiality and anonymity of the respondents are ethical issues in any research study and these have been ensured in the current research paper (Saunders, Lewis and Thornhill, 2003). 6. Analysis of data 6.1 Quantitative paper The quantitative paper presents an analysis of the data using statistical methods. Mean and variance is calculated on the data. ANOVA has been used to compare the differences of means among cluster groups. Chi square tests were also made on the data. The results have been reported accurately by the authors in correspondence with the research question. 6.2 Qualitative paper The qualitative paper puts greater emphasis on the experiences of participants reported by earlier studies. Data was collected from 100 customers of day spa and resort spa each. The authors use direct quotations from the interviews with the participants. These often reveal valuable information (Tubergen and Linden, 2002; Zhang and Chow, 2004). It is found that day spa is attended mostly by women (81%) while resort spas have more men customers (57%) than female customers (43%). 7. Synthesized view 7.1 Quantitative paper This paper identifies three customer segments on the basis of their demands from spa centres; neutralists, hedonists and escapists. The analysis shows difference in perception of these customers and also reflects efforts made by the spas to satisfy customer expectations. Since customer expectations change over time, spas modify their offerings from time to time to suit customer preferences. It improves quality of service offered by the spas. 7.2 Qualitative paper This paper identifies two types of customers on the basis of benefit segmentation. These customer segments visit either regular day services or visit resort spas for long periods. This paper emphasises on the diverseness of customers’ demand and the efforts made by the spa centres to meet them. Shift in the need of customers are bringing improvement in wellness services offered by spas. Such changes are also helping the spas to diversify their service offerings, which in turn help them to target new customer segments. Summary comment To conclude, it must be mentioned that evaluation of both these papers have added to our deductive and inductive skills. The module design has facilitated study of quantitative and qualitative papers. This study helps us to understand the method of making academic research better and improves our analytical ability. Suggestions for improvement The two papers have been presented after making extensive research on the issue of demand for spa by customers around the world. Both papers reveal that spa industry is still developing around the world and customers’ perceptions vary among the different benefit segments regarding the spa facilities provided to them. Future researches should investigate the amount of government support provide ton the spa industry globally for increasing customers’ awareness about the facilities and associated benefits. Besides, data has to be collected from the spa centres in the suburban areas to judge the customer perceptions of these areas. Reference List Clifford, L., 2001. Spa wars. Fortune, 124 (11), pp. 211-3. Farnum, J. and Hall, T., 2007. Exploring the utility of importance performance analysis using confidence interval and market segmentation strategies. Journal of Park & Recreation Administration, 25 (2), pp. 64-83. Floyd, M. and Gramann, J., 2000. Experience-based setting management: Implication for market segmentation of hunters. Leisure Sciences, 19, pp. 113-28. Foster, A. and Mandelbaum, R., 2005. Hotel Spas: The New Recreational Vehicle for Hotel Profits. [online] Available at: < https://www.pkfc.com/en/pkfhome/freestuff/industryreports/IR2005_10A.aspx > [Accessed 28 August 2013]. Frochot, I. and Morrison, A., 2000. Benefit segmentation: a review of its applications to travel and tourism research. Journal of Travel & Tourism Marketing, 9 (4), pp. 21-45. Frost, G. J., 2004. The spa as a model of an optimal healing environment. The Journal of Alternative and Complementary Medicine, 10 (1), pp. 85-92. George, D. and Mallery, P., 2006. SPSS for windows step-by-step: A simple guide and reference. Massachusetts: Allyn & Bacon. Hendricks, W., Schneider, I. and Budruk, M., 2004. Extending importance-performance analysis with benefit-based segmentation. Journal of Park and Recreation Administration, 22 (1), pp. 53-74. ISPA, 2007. Spa is a Household Word: Key Trends. [online] Available at: [Accessed 28 August 2013]. Jang, S., Ha, A. and Silkes, C.A., 2009. Perceived attributes of Asian foods: from the perspective of the American customers. International Journal of Hospitality Management, 28 (1), pp. 63-70. Khatri, N., 2000. Managing human resource for competitive advantage: A study of companies in Singapore. International Journal of Human Resource Management, 11 (2), pp. 336-365. Koh, S., Yoo, J. J. and Boger, C. A., 2009. Importance-performance analysis with benefit segmentation of spa goers. International Journal of Contemporary Hospitality Management, 22 (5), pp. 718-735. Langvinienė, N., 2011. The peculiarities of wellness day and resort spa services in Lithuania. Socialinių Mokslų Studijos Societal Studies, 3 (4), pp. 1313–1328. Matzler, K., Sauerwein, E. and Heischmidt, K., 2003. Importance-performance analysis revisited: the role of the factor structure of customer satisfaction. Service Industries Journal, 23 (2), pp. 112-30. MedSci, C., 2006. 2005 Canadian Spa-goers Survey. [pdf] Available at: < http://www.leadingspasofcanada.org/LSC-ConsumerSurveyReport-2006-Final.pdf > [Accessed 28 August 2013]. Michie, J., 2001. Labor market flexibility, human resource management and corporate performance. British Journal of Management, 12 (4), pp. 287-306. Monteson, P.A. and Singer, J., 2004. Marketing a resort-based spa. Journal of Vacation Marketing, 10 (3), pp. 282-7. Oh, H., 2001. Revisiting importance-performance analysis. Tourism Management, 22, pp. 617-27. Saunders, M., Lewis, P. and Thornhill, A., 2003. Research methods for business students. New Jersey: Pearson. Singer, J. and Monteson, P., 2005. GHN Special Report. HFD’S 2003-2004 Spa Economics Research a Global Perspective on Resort Based Spas. [pdf] Available at: < http://globalhotelnetwork.com/bob/pdf/hfdspa06.pdf > [Accessed 28 August 2013]. Summit leisure (SPATA), 2007. Hot Tub Health, Hydrotherapy & Spa Benefits. [online] Available at: < http://summithottubs.co.uk/spa-benefits.html > [Accessed 28 August 2013]. Tubergen, A. and Linden, S., 2002. A brief history of spa therapy. Annals of the Rheumatic Diseases, 61, pp. 273-275. Zhang, H.Q. and Chow, I., 2004. Application of importance-performance model in tour guides’ performance: Evidence from mainland Chinese outbound visitors in Hong Kong. Tourism Management, 25 (1), pp. 81-91. Zimmer, R. and Clarke, A., 2006. Balancing Mind, Body And Spirit: Why The Current Spa Explosion Is Still The Tip Of The Iceberg. [online] Available at: [Accessed 28 August 2013]. Read More