Profiles of a Spa Customer

Topics: Massage, Spa, Cebu City Pages: 25 (6536 words) Published: July 20, 2009
Chapter 1


Business travelers who want to minimize jet lags, mothers who wants to spend time for themselves, persons with back problems seeking for relief, weekend warriors who are sore from overexertion, an obese man who needs help in controlling his weight, or a couple who wants to reconnect, all come to one place to seek help, the spa.

Today’s spa is a center for healing and nourishing mind, body, and spirit. People go to spas for fitness, stress management, peace of mind, pampering and pleasure, and health and wellness. Spas are everywhere. According to the International Spa Association (ISPA), the number of spas in the United States grew at an annual rate of 21% from 1995-1999 and continues to show strong growth. The size of the U.S. spa industry in 2001 was estimated at 9,632 locations; in 2000, that number was 5,689. (Register, 2008).

Here in the Philippines, the demand for spa services continues to grow. According to Libarios (2006), as more and more people pine for inner-healing-this and alternative-lifestyle-that, the market for spas and wellness centers has ballooned over recent years. These so-called health-hubs sprouted in the metro like wild mushrooms in the forest—from the most exclusive centers that cater only to society’s well-heeled set down to the modest hole-in-the-wall that offer services at affordable rates. Libarios further adds that even the Department of Tourism (DOT) has sunk its teeth into the trend. Sensing that the demand for spas is not a novelty that would later die a sudden death, it took the initiative to transform the Philippines into the “sparadise” of Asia. Despite the noticeable dip in the economy, the demand for spas has shown no signs of slowing down.

The demand for spa services is driven by personal income and demographic trends. The profitability of individual companies depends on efficient resource use and effective marketing. That is why the profile of spa customers is very essential.

This study is intended to determine the profile of spa customers in Bacolod City in order to effectively create an effective feasibility study in putting up a spa business in the future.

Statement of the Problem
This study tried to determine the profile of spa customers among the selected spa establishments in Bacolod City.
Specifically, it tried to satisfy the following questions:
1.What is the personal profile of spa customers of the selected establishments in Bacolod City in terms of their: a.Gender;
b.Marital status;
d.Employment Status;
e.Educational Background; and
f.Monthly Income.
2.What is the customers’ prevalence of spa visits in a year? 3.What are the factors that influence their choice of spa to visit? 4.What other information may be included in order to support the proposed feasibility study?

Operational Framework
In this study, the researcher wants to find out the profile of spa customers in the five selected spa establishments in Bacolod City. The personal profile of these spa customers may vary from their gender up to their monthly income. Once their personal profile is established, the next step is to identify the type of spa that they will prefer to avail of once they visit a spa. The researcher is also interested in finding out the influential factors that controls their choice of spa treatments. And finally, the researcher would further sought to find out the necessary information that may be gathered that he deemed were necessary in order to support his proposed feasibility study on the establishment of spa business in Bacolod City. Figure 1 presents the schematic diagram of the operational framework.

Figure 1 Schematic Diagram of the Operational Framework

Significance of the Study
The study is deemed beneficial in the following manner:

This study will provide necessary background for future spa entrepreneurs in putting up their own spa establishments.

The profile of the customers may also help...
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