Designing Value Proposition for Indigenous Inspired Spa Strategic Marketing: A Research Proposal

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.