CONSUMER ATTITUDES TOWARDS THE SANCTUARY SPA IN NAIROBI
Health retreat’s and Spas are a quickly turning sector of the touristry industry. Spa choice standards harmonizing to ( Anderson, 2011 ) are determined by a figure of factors. An established and known environment for case, as portion of a well-known resort, nine or finish watering place, frequently influences the determination, as does the ambiance, quality of intervention, and friendliness’s of staff. Consumer demand is driving the growing, people are seeking for an flight from work related emphasis, and they are recognizing the long-run benefits of taking attention of themselves ( Loverseed, 1998 ) . A Watering place can be described as an constitution that is visited by invitees seeking therapy and relaxation ( Wefixhvac, 2002 ) .The word watering place originates from the Latin verbspagere– to pour Forth ( Spa finder, 2006 ) . ( Brown, 2014 ) Stated that the construct of a Spa is barely new: the word “Spa” is derived from the Latin,solacium per aquam, significance, “comfort through water.”
Modern watering place touristry has evolved globally, from the first little concerns of the 1980s and 1990s into one of the world’s largest ( and youngest ) leisure industries, amplified by the formation of its trade organic structure, the International Spa Association ( ISPA ) ( Anderson, 2011 ) . Africa is still a little but emerging spa market and the industry is concentrated in a smattering of wealthier states and upscale touristry finishs ( e.g. , South Africa, Namibia, Botswana, Kenya, and Seychelles ) . The figure of recognized watering place is estimated at 389, with $ 276 million in grosss and 7,273 employees. Like in the Middle East, the African watering place industry is dominated by high-end hotel/resort watering place and a little figure of finish watering place and wellness resorts providing to wealthy foreign tourers – together, these histories for over 78 % of the region’s watering place industry grosss. Besides for the North African states, the lone state with an appreciable local day/club/salon watering place market is South Africa ( Simonato, 2013 ) .
Spa touristry nevertheless, is a comparatively new construct of touristry in Kenya hence the debut of watering place resorts and assorted gyms, wellness touristry is turning by the twenty-four hours. Most tourers visit the coastal countries to hold their organic structures covered with particular clay which is medicative for the skin skin color. Available informations for wellness and spa touristry in Kenya is besides really limited as a consequence there is presently no dependable informations available on spa touristry consumers and the industry as a whole. Most Spas’ in Nairobi usually rely on word of oral cavity advertisement.
The Sanctuary Spa is a Day Spa located in a calm environment in Lavington, Nairobi metropolis. They provide assorted Spa interventions every bit good as other organic structure wellness interventions such as Massages, waxing, Manicure and facial interventions for better Skin and sweetening such as Laser and Ozone therapies.
There are several challenges in advancing the Spa industry in Kenya. Since it is comparatively a new construct there is decidedly a spread between the Spa industry and Consumers in footings of understanding the Spa and its benefits, interventions that are involved every bit good as advancing the Spa market ( Simonato, 2013 ) . There are several challenges which are involved which include ;
1. Competition:There is a batch of competition particularly with some concerns offering beach massage services at lower rates. These of class cut down the figure of clients that would hold otherwise patronised the watering place constitutions in the hotels and resorts.
2. Hygiene:proper hygiene conditions are missing in some constitutions which offer lower services for the same merchandises.
3. Merchandises:these are really expensive to transport particularly from Europe as a consequence, the costs of spa interventions are really high and some tourers do non desire to pay the high charges. However, most constitutions are coming up with alternate merchandises holding the same effects.
4. Lack of construct to what a massage is:invitees who are uncooperative and want more than the massage service. The facet of faith and tradition comes into drama where adult females are allowed to touch lone adult females.
5. Lack of proper preparation:most people are non trained good in the country of Spa therapy most employees have basic massage cognition and non in other intervention countries ( Simonato, 2013 ) .
There is hence an pressing demand to educate consumers in this field. However many consumers still do non understand what a Watering place is and therefore they do non see themselves in the Spa market hence doing this experience relevant to the consumer is really indispensable. This paradigm displacement harmonizing to ( McNeil & A ; Edna, 2005 ) creates a challenge for watering place sellers as they attempt to run into their consumers’ needs efficaciously. Spa consumers are looking for a nurturing and mending topographic point where they can bask community clip, and have shared experiences with friends, relations and partners ( Simonato, 2013 ) . Less accent is being placed on physical visual aspect and more on interior balance and wellbeing. Spas are supplying more chances for bettering the head and organic structure. Another challenge for watering place sellers is remaining abreast of the alterations in the spa consumer profile.
“a watering place serves as an educational and cultural establishment that promotes and integrates single health, wellness and fittingness every bit good as societal wellbeing, harmoniousness and balance through health, bar, therapy and rehabilitation of organic structure, head and soul” ( Loverseed, 1998 )
( Anderson, 2011 ) States that gender demographics besides play a function in spa demand, as work forces are more likely to travel for regular hebdomadal visits after concern hours or while going on concern. Women, nevertheless, frequently visit watering places during regular concern hours.
The world-wide watering place industry is deserving in the part of US $ 40 billion and has grown at a phenomenal rate in the past 10 old ages ( Haden, 2007 ) . The growing of wellness nutrient, gyms and the investing in leisure installations proves that consumers are looking for more than relaxation during a interruption or vacation ; this is unsurprising given clip is so cherished to modern-day consumers ( Lynch, 2002 ) . ( Harmsworth, 2004 ) Claims that “the watering place market is one of the fastest turning leisure sectors, where social tendencies and aspirations find instant contemplation in the developments on both the demand and supply sides. The market is really disconnected, each section providing for different client demands, which continuously change in line with societal and lifestyle changes.”
The categorization of spa tourers is limited in footings of who they are and what motivations and factors are behind their visit. Previous research into spa tourers has focused on their categorization with respects towhythey visit watering place. It has mostly concerned itself with the behaviors ; attitudes and demands of people which make them make up one’s mind to take a vacation or short interruption at a watering place in peculiar. This research will try to broaden the deepness of cognition in the field of spa touristry by set uping a categorization of spa tourers, it will be based non merely on why people decide to utilize watering place but besides the factors which affect their pick of watering place, therefore integrating the installations and interventions on offer, and their spa vacation experience or feedbacks ( Hunter-Jones, 2000 ) . The watering place should be staffed by suitably trained healers and have minimal criterions of trappingss. The H2O should be enhanced with minerals, either of course or with an linear ( Mintel, 2005 ) .
Harmonizing ( Swarbrooke & A ; Horner, 1999 ) the development of wellness touristry and watering place has concentrated on two different market sections. The first market consists of those who visit watering place for their wellness entirely ; the 2nd section incorporates those seeking other more varied sorts of touristry, looking for wellbeing, beauty, and diversion. This theory is besides found in the work of ( Hunter-Jones, 2001 ) who attempted to section two different types of wellness touristry and spa consumers: recreational consumer and medical consumer. Many writers reject the thought that people can be split into merely two classs in footings of their grounds for take parting in watering place ( Hall, 1992 ) . Others argue that people’s demands at a watering place will change from beauty wellness attention ( Gilbert & A ; Van De Weerdt, 1991 ) ( Goodrich & A ; Goodrich, 1991 ) to more specific grounds, such as physical organic structure satisfaction, fittingness, and weight loss ( Philips & A ; Drummond, 2001 ) ( Jenner & A ; Smith, 2000 ) . ( Becheri, 1989 ) Classifies spa tourers into four classs: people looking for relaxation, people wishing to detain their ripening, people desiring a short interruption weekend, and people concerned with illness bar. ( Marvel, 2002 ) Argues that the motives for spa tourers sing a watering place are be beauty, length of service interventions, relaxation, and tranquility or a reprieve from feverish life styles. There are several motivational factors that intrigue a consumer to travel to a Spa to acquire a intervention done ( Haden, 2007 ) .
The undermentioned diagram shows the purchaser determination procedure one has to follow and the phases that are involved when buying a product/service ( Kotler & A ; Armstrong, 2003 ) . This same theoretical account may be applied for clients who besides go to Spas and devour Spa interventions and services as shown in figure 1 below:
Need acknowledgment:during this phase a demand is recognised through internal or external stimulations. For illustration the demand of desiring a organic structure Spa intervention.
Information Search:one gathers information related to the demand. It can be internal or external research. I.e. Related to our old illustration of organic structure Spa one will desire to garner information utilizing cyberspace, newspapers, magazines etc. every bit good as expression around in stores assorted types of interventions that are being offered what does it dwell of and what are its benefits of having this intervention?
Evaluation of options:Sing the determination options available. this is analyzing and measuring and extinguishing all the given options one has been given during their information hunt phase. E.g. if one wants to buy a organic structure spa intervention from several assorted sorts of interventions offered in order for one to make their coveted determination out of Ten Spa treatments one will extinguish this and scale it down to three interventions to enable an person to do a pick.
Purchase determination:this is purchase purpose. This phase involves two factors involved ; attitudes of others and unexpected situational factors. E.g. you decided on the purchase of the Spa intervention.
Post-purchase behavior:after buying what are the benefits and overall satisfaction of a given merchandise, service, undertaking, investing. During this phase cognitive disagreement occurs. E.g is the single satisfied with the overall public presentation of the Spa intervention ( Kotler & A ; Armstrong, 2003 ) .
- To analyze what motivates consumers to travel to The Sanctuary Spa in Nairobi.
- To find the perceptual experiences of current clients of The Sanctuary Spa in Nairobi.
- To look into the demographic and psychographic features of consumers of The Sanctuary Spa in Nairobi.
1.0 RESEARCH DESIGN
The research design consists of Qualitative and Quantitative methods. The primary informations will be collected through communicating, that is, an interview with the manager of The Sanctuary Spa – Mrs. Jacqui Nandhra. The communicating method through which the information will be collected from Mrs. Jacqui Nandhra will be through an In-depth Interview every bit good as study collected through current users of The Sanctuary Spa.
The In-depth interview allows the research worker to derive more penetration into the Business ( e.g. The Sanctuary Spa ) every bit good as addition valuable information that would assist break the research ( Zikmund, 2003 ) .
2.0PopulationThe research worker will take a sample of the population because of its big size of expected 100. The trying method to be used will be Non-probability trying. Under Non-probability trying convenience sampling will be used.
3.1 Sampling Frame
For this research the sampling frame will be single respondents ( Both Male & A ; Female ) aged between 17 – 55 old ages within Nairobi.
3.2 Sampling Method
Sampling methods can be classified as either chance or non-probability. Under Non-probability sampling, Convenience Sampling will be used. The Researcher will utilize convenience sampling technique because it is fast, convenient and an low-cost method to garner critical information rapidly.
- Sampling Size
The Researcher will choose 30 people indiscriminately current users of The Sanctuary Spa.
3.4 DATA COLLECTION METHOD
A self-administered questionnaire comprising of three subdivisions will be developed to include points refering The Sanctuary Spa. The issues addressed in the questionnaire will be whether respondents visit The Sanctuary Spa, why they prefer The Sanctuary Spa, what services they look for in a Beauty & A ; Skin Care Spa’s among others. The questionnaire will be administered to a random sample of 30 responden T within Nairobi.
Standard redaction and cryptography processs will be utilized in analysing the information that needs to be collected. Simple tabular matter will besides be used. The Software Package for Social Sciences ( SPSS ) will be used to analyse and table the information. The variables from the questionnaire will be input into SPSS. The research worker will so input the responses from 30 questionnaires into SPSS. After all the responses are input ; frequences, cross-tabulations and graphs will be formulated to analyse the informations gathered from the respondents. The research worker will so came up with hypotheses and based on the relevant trials conducted such as T-tests and Chi Square trials, the hypotheses will either be accepted or rejected.