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

Marican N. D., Ali A. F. M., Aziz R. C., Yusof M. F. M.

International Conference on Business and Technology (ICBT), İstanbul, Turkey, 6 - 07 November 2021, vol.485, pp.333-340 identifier identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 485
  • Doi Number: 10.1007/978-3-031-08093-7_22
  • City: İstanbul
  • Country: Turkey
  • Page Numbers: pp.333-340
  • Keywords: Wellness, Tourism, Indigenous-Spa, Marketing
  • Middle East Technical University Affiliated: No


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 indigenousinspired 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 Indigenousinspired 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 bestmarketing strategiesmodel for the Malaysian indigenous-inspired spa sector prospects, eventually contributing to indigenous heritage preservation.