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Marketing Global Luxury Spa and Wellness Trends, Experiences, and Challenges
Abstract
Luxury hotel and resort spas have been perceived and criticized for their similarities and for not having a true authentic or culturally thematic identity, and for losing their original intention of a spa experience due to rapid commercialization. Empirical research relating to spa management is also limited. The purposes of this chapter are (1) to highlight some of the important global market trends that force all sectors of the travel industry to gear towards a healthy, wellness-minded concept in designing their products and services; (2) to define wellness tourism and the meaning of spa; (3) to address several under-researched variables that account for a crucial role in differentiating or characterizing a spa's identity and customers' preferences or perceived authenticity of a spa. Relevant literature is reviewed. Theories from multiple fields are applied. Future research and managerial implications will also be discussed in the content of this chapter.
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