Abstract
In Malaysia, the wellness tourism industry is at a growth stage of development and gradually gaining popularity among the public. Indigenous wellness tourism is a relatively new notion for tourism stakeholders, and it has not yet been prioritized to promote local tourism potential. As the demand of recipients of services offered by the indigenous-inspired spa is not a unified whole, spa owners must proportionate the value of their service and products in order to make the indigenous-inspired spa more competitive in the world wellness-related market. To deliver the most outstanding and unique solution by presenting indigenous-inspired spa products and services, the spa owner must address customer expectations to eliminate their necessity as a wanted product and service that might potentially support numerous value propositions for the clients. As a response, this study aims to look into the activities of the indigenous-inspired spa to portray value to its clients. The methodology that will be used is on-site observation and in-depth interviews with Indigenous-inspired spa-goers and indigenous-inspired spa employers of the two selected case studies. Practical operational information on each element can be used to develop the best marketing strategies model for the Malaysian indigenous-inspired spa sector prospects, eventually contributing to indigenous heritage preservation.
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Funding
This work was supported by the Ministry of Higher Education Malaysia under the Fundamental Research Grant Scheme (FRGS), R/FRGS/A1100/00651A/002/2020/00878.
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Marican, N.D., Ali, A.F.M., Aziz, R.C., Yusof, M.F.M. (2023). Designing Value Proposition for Indigenous Inspired Spa Strategic Marketing: A Research Proposal. In: Alareeni, B., Hamdan, A. (eds) Impact of Artificial Intelligence, and the Fourth Industrial Revolution on Business Success. ICBT 2021. Lecture Notes in Networks and Systems, vol 485. Springer, Cham. https://doi.org/10.1007/978-3-031-08093-7_22
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