The Essence of Spa Experience: Unpacking Customer Preferences and Satisfaction

The given content provides information about the brief history of spas, including Roman times. It also highlights the importance of visiting a spa, relieving stress through soaking in a spa or hot tub, and the evolution of spas over time. Additionally, it mentions that the UK spa industry is booming. The provided resources include articles from various online sources such as Americanspa, Europe-Mountains, Spa Creators, Harvest MD, Good Relaxation, and Swim University.

Dissertation
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ACKNOWLEDGEMENT
I am thankful to all those individuals who have provided guidance and assistance as well to
accomplish the dissertation. Firstly, I owe my thanks to mentor who gave me chance to undertake
this dissertation and motivate me to do it in ethical manner. Furthermore, I am thankful to my team
members, family and friends who helped me in all possible settlements. This leads successful
finishing point of dissertation and achievement of meaningful results.
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Abstract
In the present times of endless stress and excessive workloads, human has found less time
for self relaxation and pampering which are the basis needs of health and well-being. By combining
the health benefits of thermal and hydrotherapy that was used in ancient Rome and eastern culture
health body massage therapy, a new concept related to SPA has invented. Therefore, the present
research has been conducted to critically analyze the impact of aesthetics on individual choices for
Spa: Studies on Peter Zumthor in Switzerland, Aqua sulis Rome Bath in Britain and Soneva Kiri in
Thailand. In the report, it has been founded that higher number of people preferred destination and
health spa to feel relaxed, stress free and energetic. Moreover, through the survey it has been
analyzed that scent and sound gains high preference among clients that encourage them whether to
visit a particular spa or not. Apart from this, people just prefer to get best quality and elegant beauty
treatment and massage therapies for the better stress management and enhance beauty.
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TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION........................................................................................................7
1.1. Background of the research......................................................................................................7
1.2 Small history of spa...................................................................................................................7
1.3 Problem statement.....................................................................................................................8
1.4 Aim and objectives....................................................................................................................9
1.5 Research questions.....................................................................................................................9
1.6 Dissertation structure...............................................................................................................10
CHAPTER 2: LITERATURE REVIEW............................................................................................12
2.1 Introduction..............................................................................................................................12
2.2 History of the spa.....................................................................................................................12
2.3 Different types of spa and their features..................................................................................15
2.4 Factors associated with sensory designs and architecture of spa............................................16
2.5 The aesthetics of spa affect an individual choice....................................................................17
2.6 Conclusion...............................................................................................................................18
CHAPTER 3: RESEARCH METHODOLOGY................................................................................20
3.1 Introduction..............................................................................................................................20
3.2 Research type...........................................................................................................................20
3.3 Research approach...................................................................................................................20
3.4 Research philosophy................................................................................................................21
3.5 Research design.......................................................................................................................21
3.6 Data collection.........................................................................................................................21
3.7 Sampling..................................................................................................................................22
3.8 Data analysis............................................................................................................................22
3.9 Ethical consideration...............................................................................................................23
3.10 Reliability and validity..........................................................................................................24
3.11 Research limitations...............................................................................................................24
CHAPTER 4: DATA ANALYSIS AND DISCUSSIOn.....................................................................25
CHAPTER 5: CONCLUSION AND RECOMMNEDATION..........................................................37
5.1 Conclusion...............................................................................................................................37
5.2 Conclusion of data analysis.....................................................................................................37
REFERENCES...................................................................................................................................39
APPENDIX........................................................................................................................................42
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CHAPTER 1: INTRODUCTION
1.1. Background of the research
The word spa derives from the Walloon word “espa” that means fountain. May be it is
related to health, relaxation, wellness or anti-aging, these all can be easily attain from spa therapy.
In the present time, the increase usage of it is becomes a culture trend (Frost and Laing, 2016).
Mainly it is a social bathing in healing waters which is an old and ancient practice that done in
Greek and Roman times. As per the report of World Health Organization, health is a state of
combination of various things such as physical, social wellbeing and mental with the less presence
of infirmity or disease. In the present time, modern day spas have been adopted spa techniques and
methods as a treatments and programs for the people to deliver them well-being (Ez-Zaitouni,
Bakker and et.al., 2016).
In the age of endless stress and high daily workloads, human has found less time for self
relaxation and pampering which are the basis needs of health and well-being. By combining the
health benefits of thermal and hydrotherapy that was used in ancient Rome and eastern culture
health body massage therapy, a new concept related to SPA has invented (Zlatkovic-Svenda and
et.al., 2016). It is playing an important role in the direction of mental and physical remedial in many
of the metropolis geographical areas. People consume spa services because of several reasons. One
of the common reasons behind using spa therapies are to become de-stress after a long hard
working. A day of hard work combines mental and physical stress that increases the need to take
some relaxation (Urada, Halterman and et.al., 2016).
From the research, there are various explanations of the origin of spa in the world has found.
Roman Empire time was responsible for the development of the following concept. This method
was used to recover soldiers from their ailments and wounds during the battles. They invented
thermal water that could able to give relief to aches. For this, some baths at the springs areas were
developed that was known with the name of “aquae’ (Ciprian, Nigro and et.al., 2013). In these, the
hot water treatments were undertaken to the people. With the passing of time, the culture of spa has
started to spread in entire Europe and it has developed the various new spa giving methods.
1.2 Small history of spa
The first period: Classical age
With the recognition of word Spa and its related water treatments, two ancient cultures
become easily remember. The first period of spa history was actually started in 500 BC where the
ancient Greeks were usually take social baths and hot air baths. After 475 years, Emperor Agrippa
who was the first Roman was constructed thermae (Brief history of spa (including Roman times),
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2017). With the time passing of time, there were remarkable development in this area was recorded.
Along with this, such kinds of spas were built in entire Roman Empire. Apart from healing services
and different types of baths, complexes were developed in the form of sport centres and restaurants.
In these, after completing exercise in fitness area, it was the ritual where persons could pass through
warmer rooms where the body was bathed and massaged with oils. After completion of all
processes, a refreshing dips in the "frigidarium was given to them and sent them specially appointed
rooms for relaxations (The History of Spas Timeline: Evolution of the Journey so far…., 2017).
Second period: spa culture going around the world
Apart from the Roman spa traditions such as combination of cold and hot baths, sport
activities with relaxation and massages, other nations culture in all over the world were formed their
own spa traditions (Annegret and Thomas, 2013). In Japan, after 734 A.D. spa concept has been
very popular after the construction of first "onsen" i.e. hot spring area near Izumo. After some
centuries later, Japanese was constructed the first "ryokan" (inns) in which people could easily find
accommodation, good food, gardens, indoor and outdoor bath facilities. 300 years later, in Finland,
combinative ceremonies such as sweating in the sauna and plummeting in icy lakes with the
complement of enough beer and vodka was come under the tradition of spa. In 16th century, the
Baths of Roxelana was developed where different arrangements related to massive towering, steam
rooms, personal and private washing quarters etc were undertaken (Guidelli, Tenti, De Nobili and
Fioravanti, 2012).
Third period: spa traditions in Europe
The main feature of a spa is its location which has located at natural hot springs. By taking
into the consideration of Renaissance era, there were various resorts developed and they were
become popular for bathing and healing facilities. In this context, a first scientific book was
published that was based on the Czech Karlovy Vary health treatments. It was contained the
recommendations regarding the application of tonics and thermal baths for relaxations. In addition
to this, 1890s, holistic herbal and water therapy innovation in spa was take place (Karagülle and
Karagülle, 2015). At the same time, in Europe, the tradition of taking spa in public bath was
become downside because of the spread of diseases such as plague etc.
1.3 Problem statement
In the present time, wellness is considering as a highest priority by the people. The reason of
this is the life style of the people has become highly complex. It has significantly increased with the
change in working culture aspects. From the previous studies, it has found that spa is one of the
industries that create innovative and new sensory experiences and treatments to the customers.
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Along with this, to re-position of brand and extending connections with the consumers and new
concepts of spa therapies have been developed to established the connections with the end users.
Along with this, from previous conducted researches, it has been determined that spa makers are
growing at significant level. It is now considering as a health and wellness marker which will grow
in upcoming future (Leland, 2015).
In this respect, it has analyzed by the researchers that people have faced a high level of
stress at the workplace which is affecting their health and well-being at mental and physical terms.
To get the relaxation and attain a good health, humans are attracting towards spa services. By
considering the following reasons, many of the spa organizations have started to offer various spa
services to the customers that have helped in giving relaxation to them (Johnson, 2012). Increase
stress and pressure on a person affects the health of him and it is the issue that needed to be deal
with this. In this context, it becomes important for spa organizations to look towards those factors
and buying behaviour that can easily catch the attention of end users towards avail spa services. In
addition to this, previous investigations have explained that due to increase disposable income of
the people, they have able to use spa services which was previously only access by premium
segment groups. Along with this, these services are now offering to all kinds of age groups. It
brings the changes in attitude of individuals towards physical fitness to attain general wellbeing
(UK spa industry is booming, 2012).
1.4 Aim and objectives
Aim
To critically analyze the impact of aesthetics on individual choices for Spa: Studies on Peter
Zumthor in Switzerland, Aqua sulis Rome Bath in Britain and Soneva Kiri in Thailand.
Objectives To investigate about historical evolution of spa. To understand different types of spas and their features. To discuss about the factors associated with sensory designs and architecture of spa To analyze how can the aesthetics of spa affect an individual choice
1.5 Research questions
1. Explain the historical evolution of spa.
2. What are the different types of spa and their features?
3. Which kinds of factors associated with sensory designs and architecture of spa?
4. Explain how can the aesthetics of spa affect an individual choice?
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1.6 Dissertation structure
The present dissertation is base on analyze the impact of aesthetics on individual choices for
Spa. In this context, a structure of thesis have prepared that will be followed at the time of carrying
of the investigation. It will provide a brief explanation of all chapters by outline main activities.
Structure of various chapters for current research is as follows:
Chapter 1: Introduction- This chapter will provide the information of various reasons by which
entire research will be carried out. It will explain a brief history of spa evolution. Aim, objectives
and research questions related to the investigation will also stated in chapter 1. After this, at the end
of introduction chapter, different research methodologies and other frameworks will discuss.
Chapter 2: Literature review- The following chapter will provide insight for conducting the
research in an effective way. For this, different published researches on selected topic will take into
the consideration. Gather information will help in address the research questions and objectives in
an appropriate manner.
Chapter 3: Research design and methodology: In this chapter, different research methods will use
to support the aim and objectives of the investigation. It will provide a complete guidance to
researcher to solve the research questions. The methods that will use in the research are research
techniques, data collections, research design, ethical consideration etc.
Chapter 4: Result, analysis and discussion – To analyze the selected case studies, secondary data
will take into the consideration. With the help of qualitative technique, collected data will be
evaluated and discussion will be made.
Chapter 5: Conclusion and recommendations – This chapter will help in draw a meaningful
conclusion on the basis of gather information to the given topic. It will assist the researcher to
explain how the aesthetics of spa can affect an individual choice
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Major objective of conducting the literature review is to analyze the impact of aesthetics on
individual choices for Spa. Various topics are using to address the literature review. With the aim of
addressing the research objectives and questions, the researcher will emphasis over main key words
for the investigation. In addition to this, it will focus over the historical development of the spa and
different factors that affect the individual decisions at the time of selection of spa.
2.2 History of the spa
A spa is a location where mineral rich spring water is utilized to give medical baths. In the
recent era, many of the spa resorts and spa towns are offering variety of health treatments to the
people through spa techniques. By going towards16th century, the old Roman of England received
the ideas related to medical bathing at towns. In this context, in 1596, William Slingsby discovered
a chalybeate spring therapy (Fraioli, Grassi and et.al., 2013). For this, he developed a closed well
for drinking medicinal waters. By seen the above two developments in the area of spa, it can be said
that spa therapies have existed from the classical time when taking bath in a medical water
considered as a treating to illnesses. There was a hope of cure of disease at the time of travelling
from hot spring or cold spring. Most of the people in the world believe that bathing in a particular
river or a spring resulted in spiritual and physical purification. In the present time, there are
different forms of ritual purifications find in Romans, Native Americans, Egyptians, Babylonians
and Greeks (Frost and Laing, 2016). While ritual purifications through water can be easily seen in
several religious ceremonies of Hindu, Muslims, Buddhists, Jews and Christians. In this context,
history of the spa is as follow:
Bathing in Greek and Roman times
There are few previous descriptions related to western bathing practices find from Greece.
This era has the basic foundation of development of modern spa. In this time frame, people were
used small bath tubs, footbaths and washbasins for personal cleaning. There were various public
baths and showers were constructed in complexes with the aim of to maintain personal hygiene and
relaxation (Ez-Zaitouni, Bakker and et.al., 2016). As per the Greek methodologies, there were
certain tidal pools and natural springs were blessed by Gods so that diseases and illness of humans
can be easily cured. By considering this aspect, Greeks established various kind of bathing facilities
for healing wounds and cure diseases. In this context, people of the Spartans built a primitive
vapour bath. Further, at the time of construction of bathing area for spas, Greeks used the natural
features but with the time, many of the people were included several decorations and shelves in
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public bathing areas to make it more attractive (Zlatkovic-Svenda and et.al., 2016).
The Romans adopted several bathing practices of the Greek. As it was the largest empire as
compare to the Greek and there were several reasons behind development of spa in that era. These
were large size of cities and its population, huge availability of running water in the cities and
invention of cements (Urada, Halterman and et.al., 2016). It has found from the research that
Roman bath practices was a central centre related to recreational and social activities. With the
expansion of Roman Empire, the idea related to public bath was increased in different regions of
North Africa and Europe. Construction of aqueducts had provided enough water supplies to the
communities for various purposes. In this context, various bath colonies developed in this direction
with the aim of taking advantages of natural hot springs. With the time, these were became centres
Roman society social and recreational activities. Lecture halls, libraries, formal gardens and
gymnasiums became part of many of bathing buildings. Further, Roman used the hot thermal waters
to treat many kinds of illness and diseases. From the overall discussion on Roman and Greek time
of spa development, it can be said that the Romans bathhouses reflected as an example of fine arts
(Ciprian, Nigro and et.al., 2013). With the passing of time, bathing rituals modified such as build up
different rooms for undressing, sweating, bathing, receiving massage, rest etc. The segregation of
functions of bath house for both genders had brought diversions in bathing practices and it had
made direct impact over construction of bathhouse and its architecture.
Bathing in medieval times
With the demolition of Roman Empire, the public bath became the places of immoral
behaviour of the people. It was responsible for the spreading of diseases in the humans. By
considering European belief, frequent bathing practices promoted sickness and diseases in the
individuals. This myth was encouraged by Medieval church authorities which had contained less
efforts to close down public baths in different areas. Along with this, Roman Catholic Church
banned over public bathing in Europe (Annegret and Thomas, 2013). So, it can be said that this
period was a time of decline for public baths with hot or cold springs. In this context, people looked
towards some hot and cold springs which were holy wells to cure their diseases and illnesses. By
considering the following thing, a health resort grew and the terminology spa came into the use.
These were located near nay natural spring. Bathing practices highly changed under this period. In
16th century, a physician of Bohemia approved that the mineral water can be used for internal and
external purpose (Guidelli, Tenti, De Nobili and Fioravanti, 2012). In this context, patients who
were facing serious illness and diseases were alternatively bath in warn water about to 10 to 11
hours and given them mineral drinking to drink. First bath session was take place in morning and
second one in the afternoon. The following treatment process was carried out to several days till
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skin pustules formed and broke which resulted to draining of poisons from wound. In this context,
in 1626, Mrs. Elizabeth Farrow invented a stream of acidic water and which contained various
beneficial health properties (Karagülle and Karagülle, 2015). It gave birth to Scarborough Spa
where several kinds of spa services were provide to the visitors to heal their wounds. This was the
phase where bathing practices became changed and promoted the concept of spa concept in all over
the world.
Bathing in 18th Century
(Annegret and Thomas, 2013) explained In 17th Century, the upper class people in Europe
used to washed their faces instead of bathing the entire body. They considered bathing entire body
is a lower class activity. With the changing time, the believes of people got changed towards
bathing in the later of 17th Century. In the beginning of this century, the Great Britain queen Anne
used to travel in order to bath. Further, bathing was transformed from country spa into the social
capital of England. The concept of bathing was adopted in different spas in Europe. Further, it has
become common for rich and wealthy people to come at spa and take bath on seasonal basis. By
considering this aspect, Greeks established various kind of bathing facilities for healing wounds and
cure diseases (Fraioli, Grassi and et.al., 2013). In this context, people of the Spartans built a
primitive vapour bath. Further, at the time of construction of bathing area for spas, Greeks used the
natural features but with the time, many of the people were included several decorations and
shelves in public bathing areas to make it more attractive As it had become a social activity where
people used to dance, play games and other activities were conducted. During 18th century, a
physician enlightened the use of spring water for medical purpose. This has changed the thought
process of the people towards the taking spa treatment. For instance,In karlsbad the concept of
mineral water was introduced which required to be consumed by the patients. Additionally, there
was a doctor named Dr. David Beecher recommended that patients must exercise before consuming
water. This discovery has resulted in raising the medical benefits in order to increase the importance
of bathing (Annegret and Thomas, 2013).
Bathing in 19th and 20th Century
After the revolution of Americans, the spa industry attained popularity in which the first
popular Spa was Saratoga Springs. The cited Spa grew rapidly where it offered 500 rooms for the
accommodation purpose. Its nearness was majorly to the New York and targeted to the most popular
areas by the mid 1820s. Further, it has become the most popular spa destination which offered spa
services to both the rich and middle class people. In 1810, the activities reference to spa was major
to Saratoga(Fraioli, Grassi and et.al., 2013). Later on these activities was also adopted in the resorts
and hotels. With the development of resorts, mineral bathhouses remained supplementary and not
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the prior activity. Further, the healthful mineral practice is being adapted by other spas as well. In
context to this, by the mid of 1850, the facility of hot and cold spa is implemented in 20 states.
Majority of the resorts carried common architectural features. The buildings not only provide spa
facility but also offered guest dining and other facilities. The segregation of functions of bath house
for both genders had brought diversions in bathing practices and it had made direct impact over
construction of bathhouse and its architecture. The swimming pools of the resort offered the
facilities related with fishing, hunting and riding. After the civil war, the spa facilities had very
known and valued for the soldiers as well. The popularity of the spas continued into the 20th
century. Some medical critics, however, charged that the thermal waters in such renowned resorts as
Hot Springs, Virginia, and Saratoga Springs, New York, were no more beneficial to health than
ordinary heated water. The various spa owners countered these arguments by developing better
hydrotherapy for their patients. At the Saratoga spa, treatments for heart and circulatory disorders,
rheumatic conditions, nervous disorders, metabolic diseases, and skin diseases were developed
(Frost and Laing, 2016).
Recent trends
In recent trends, there are different spa therapies are related with the different area like
health, beauty and pampering. In this context, the growth rate of the spa industry is higher and
majorly the interest of people towards spa is enhanced. After 1930s, large number of hot and cold
spring resorts was operated in America. Further, the decline of spa services were seen by 1950 and
it continuously diminished. In present scenario, in US the Spas focus on the activities like exercise
and other recreational activities. Additionally, the bathing industry of US is still facing a stagnant
phase. In Europe, people prefer therapeutic baths which is very popular in the stated economy. The
same spa is popular in japan as wells (Annegret and Thomas, 2013).
2.3 Different types of spa and their features
In present scenario, the spas are being categorized as per their features and requirements. It
is seen that people take spa as per their needs,. However, the types of spa are explained beneath.
Medical spa: It is a kind of spa which operates under full time and also supervised by the
expertise. In order to provide medical spa, the owner needs to have a licence so that the needs of the
customers can be attained. This spa services is being offered by the experts with a motive to render
comprehensive wellness and medical care to the patients. In this spa people gets therapies and
treatments of respective disease. These spa services are rendered with the help of trained staff which
consist of cosmic and preventions. The organizations trained their employees in order to give
effective medical spa (Frost and Laing, 2016).
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Day spa: It is kind of spa which offers various services with reference to health, beauty by
giving personal care and treatments. This kind of spa is slighter different form the beauty salons
because it offers facilities like steam room, pools and sauna. In this spa there is no facility to offer
accommodation to the customers. This spa provides treatments like massage, facials, waxing,
manicures and other services.
Cruise spa: It is a kind of spa where the spa services are given on the cruise ship to the
passengers of that cruise. In current scenario, transportation is not only for the purpose of going
from one place to another. But it also provides pleasure of spa services. In the travelling of 2 to 3
nights the cruise ship staff provides comforts by providing these services (Fraioli, Grassi and et.al.,
2013).
Dental spa: A dental spa is a kind of facility which is supervised by the licence along which
the dental services are provided. In this context, services like facials, paraffin wax, massage therapy
and many more services offered. The stated spa is useful for the one who is suffering with dental
issues. These problems are being solved by the dental spa as it contains therapeutic and
rejuvenating offerings (Frost and Laing, 2016).
Destination spa: Destination spa is a facility in which the spa goers to develop healthy
habits. Earlier, people use to stay for seven day so that their lifestyle can be transformed with the
help of different spa services and physical fitness activities. These kinds of spa are offered to the
under the special interest programmes. This allows people to get effective services with reference to
the spa.
2.4 Factors associated with sensory designs and architecture of spa
In order to have effective architecture of the spa, it is important to have effective designing
because interior matters a lot to attract the customers. In spas, the major focus of the owners is on
having the most effective interior designing. It is the thing which helps the spa centres in appealing
the customers and clients. There are five sensory designs which bare needed to be used by the
organizations that are explained below (Frost and Laing, 2016).
Sight: It is one of the easiest methods in order to appeal to in interior design. This can be
done by providing effective colours, lights and shapes. Whereas, in terms of effective colours the
paint of wallpaper must be catchy. Additionally, the carpeting and furnishing of the also helps in
influencing the mood of a customer. In this context, the owner must focus on using dim lights and
must apply effective texture. This will allow the customer to feel comfortable and relaxed with the
mood. For instance, the management of the Therme Vals/ Peter Zumthor used the idea of creating a
form of cave like structure. The impact of the same will be on the customers as they will feel
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natural surroundings because the bathroom contains grass roof structure. Additionally, they have
used stones which help in designing the inspiration and used greater dignity and respect s (Annegret
and Thomas, 2013).
Sound: This is another element on which the organizations focus in order to reduce the
noise factor. It is seen that many customers want to feel peace at spa. However, the spa firms’ needs
to focus on promoting the quietness and more stressed on the environment. It assists in stopping the
voices come from the outer side. For example, the management of The Soneva Kiri focused on
providing silence to the customers. This aids the customers to get relaxed and feel easy with the
environment. This can be done with the help of using indoor water fountains, wind chimes and soft
music. It will help in diverting the minds of customers and assist in lowering down the stress level.
In addition to this, adapting these techniques will result in enhancing the productivity of the
organization because the mood of the customers will get improved (Frost and Laing, 2016).
Smell: This is another element which helps in attracting the customers to the designs of the
spa. With the use of scented candles, incense sticks, fragrance oils and fresh flowers make the
environment friendly. In addition to this, beautiful smell helps in making the environment fruitful
and relaxed. For example, the management of the Roman Baths uses the this formula which helps
the organization to attract its customers in an effectual manner. In addition to this, the firm also give
different facilities like push chairs for the children so that their parents needs not carry their
children (Fraioli, Grassi and et.al., 2013).
Taste: Unlike sight, taste is probably the hardest sense to appeal to in Interior Design. This
allows the customers to get attracted towards the spa. There are different colours are taken which
explains the kind of food (Frost and Laing, 2016).
Blue colour schemes for seafood restaurants
Pink colour schemes for dessert establishments
Lighting that will positively impact the appearance of food
It can also promote taste through the use of smell. Using elements that depend on fragrant
spices such as cinnamon or vanilla can remind your customers of the tastes and foods they associate
with those smells. With the use of different kind of facilities the customer can feel good at the spa
after getting spa facilities.
2.5 The aesthetics of spa affect an individual choice
Urada, Halterman and et.al., 2016 cited the aesthetics of spa can affect the choices and wants
of an individual because the taste of an individual is vary from other. It is seen that different people
influence with different sensory design. One may get attracted with the smell by using scant candles
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and incense sticks. Use of these things allows the customer to get relaxed and helps in improving
the mood. On contrary to this, use of sound will aids the customers to get relaxed and feel easy with
the environment. This can be done with the help of using indoor water fountains, wind chimes and
soft music. It will help in diverting the minds of customers and assist in lowering down the stress
level. In addition to this, adapting these techniques will result in enhancing the productivity of the
organization because the mood of the customers will get improved. Besides this, an individual may
get attracted with the beautiful interior of the spa. If the spa consist attractive interior then it will
help the users to come again and again to the spa (Fraioli, Grassi and et.al., 2013).
In context to above, all the five sensory designs are important in order to attract the
customers towards spa. With the help of these factors the clients get effectively involved in these
activities. All the five factors leave different impacts on the relaxing mood of the users. For
instance, good smell makes an individual feel relaxed and lowers down the stress level. Besides
this, during the spa activity if soft music is on then it will distract the customers from their
pressurising life. It will assist the user to get stress free process of the spa services (Frost and Laing,
2016)
2.6 Conclusion
The conducted literature reviews founded that smell & sound are highly preffered by the
audiences while decides to go a particular spa. Moreover, various types of spas has been founded
such as medical, day, destination & dental that are delivering spa facilities to the audiences. People
are taking variety of services like beauty treatment, rest in warm water, dopamine, hydrotherapy
treatment and many others to satisfy their demands and expectations in a right manner.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology entails the technique which researcher undertakes to address the
issue or problem. Hence, it clearly presents the tools which have been employed by the scholar to
assess the impact of aesthetics on the choices of individual in relation to spa sector (Fabozzi, Huang
and Zhou, 2010). In this way, such chapter provides deeper insight about the approaches,
philosophies as well as data collection and analysis techniques which have been identified by the
scholar to resolve the research issue or problem more effectively and efficiently.
3.2 Research type
Types of research can be divided into two parts such as qualitative and quantitative. Hence,
researcher needs to select research type by taking into consideration the nature and aspects of study
or problem. Hence, researcher needs to select quantitative study only when they need to analyze
numeric facts and figures (Eriksson and Kovalainen, 2015). On the other hand, qualitative
investigation helps in determining underlying reasons, opinions and motivational aspect which is
associated with issue. In this way, by making selection of research type scholar can identify
research approach, philosophy, data collection methods and analysis technique. Moreover, selection
of suitable technique is highly based on the type of investigation conducted by the scholar. In this
way, by assessing the research type scholar can select suitable methodology and techniques
(Chilisa, 2011).
Hence, qualitative research type has been selected by scholar to evaluate the impact of
factors that have high level of influence on the decision aspect of customers in relation to spa
services. In this regard, reasons, opinions and motives of customers have evaluated by scholar to
derive the suitable solution from research problem.
3.3 Research approach
Research approaches such as inductive and deductive are the one which helps researcher in
evaluating the problem which is going to be investigated more effectually. Inductive approaches
implies for the one which in turn helps in testing and confirming the hypothesis on the basis of
existing theoretical framework (Petty, Thomson and Stew, 2012). Hence, by using such approach
scholar can conduct quantitative investigation in the best possible way. Under qualitative
investigation, scholar makes focus on the construction of new theoretical framework. Hence, in the
present study to analyze the impact of aesthetics on individual choices regarding spa inductive
approach has been selected by scholar. In this way, by observing and analyzing specific pattern
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new output has been derived by the scholar (Lorino, Tricard and Clot, 2011).
3.4 Research philosophy
Effectiveness and appropriateness of the findings are highly influenced from techniques
which are used by the researcher for the purpose of data collection and analysis. In this, research
philosophies provide scholar with quick indication about the methods which are highly appropriate
for the present study (Schmidt and Hunter, 2014). Interpretivism and positivism are the main two
research philosophies which can be used by scholar for addressing the research problem. In
interpretivism philosophy, researcher analyzes qualitative facts and figures on the basis of their own
understanding. However, positivism philosophy is applied when researcher is required to derive
solution by simplifying the numeric facts and figures. Hence, interpretivism philosophy has been
applied by the scholar to assess the impact of aesthetics on customer’s selection of spa. Hence, by
taking into consideration such philosophy scholar has gathered secondary data and presents
findings on the basis of it (Bergold and Thomas, 2012).
3.5 Research design
It entails the strategy that is undertaken by scholar to co-ordinate or integrates the different
components of study. Moreover, it is a blueprint which in turn provides direction in relation to the
collection, measurement and analysis aspect of data. Case study, descriptive, causal, exploratory
etc. are the main types of research design which can be used by scholar for integrating the different
parts of study in a logical manner. Under descriptive study, researcher places emphasis on
describing the situation and thereby makes effort in assessing suitable solution (Coleman and
Ringrose, 2013). On the other side, in causal study, researcher identifies cause and effect
relationship related to the issue. In addition to this, exploratory study implies for the one which
places high level of emphasis on diagnosing the issue in terms of reasons behind the occurrence of
such issue. In case study, researcher selects specific case study to resolve the issue which is going to
be investigated.
For present study, case study design has been selected by scholar. Hence, by taking into
consideration case studies of Peter Zumthor (Switzerland), Aqua sulis Rome Bath (Britain) and
Soneva Kiri (Thailand) have been analyzed by the scholar. Through this, researcher has determined
the impact of aesthetics on customer choices regarding spa services. Hence, by doing analysis of
various case studies clear view of issue has been presented by the scholar.
3.6 Data collection
Data may be served as an input for research study which in turn helps in presenting the fair
and clear picture of study. Research data can be divided into two parts such as primary and
17

secondary. Hence, by taking into account such techniques scholar can gather enough data for the
present study. Researcher can gather primary data by undertaking several techniques such as
observation, survey, focus group, experimental study etc. Besides this, internet has huge collection
of books, journals, scholarly articles and research papers (Schmitt, 2010). In this way, by making
use of such secondary data researcher can gain information regarding the research issue.
In order to meet the research aims and objectives both primary and secondary data has been
gathered by the scholar. Survey has been conducted by scholar on total 60 customers pertaining to 3
spa centres. For this, purpose questionnaire has been designed by the scholar by including both
close and open ended questions in relation to customer needs and expectation level. Hence,
questionnaire is sent by the researcher through the mean of online with the aim to get information
within the suitable time frame. In this way, by analyzing different case studies such as Peter
Zumthor (Switzerland), Aqua sulis Rome Bath (Britain) and Soneva Kiri (Thailand) findings have
been presented by scholar in relation to the extent to which aesthetics have high level of impact on
the spa decision making aspect of customers.
3.7 Sampling
Researcher is required to select suitable sample for conducting primary data investigation
namely survey more effectively and efficiently. Moreover, due to the large population it is not
possible for researcher to conduct investigation on whole one. In this, by considering the sampling
tools and techniques researcher can determine the suitable sample for study. Generally, probabilistic
and non-probabilistic are the main two types of techniques which in turn help in making selection
of suitable sample. Simple random, strata, systematic etc. are the main probabilistic techniques
which offer equal chance to each individual to being selected as sample. On the other side,
convenience, purposive, snow-ball etc. are the example of non-probabilistic techniques (Zhang,
2013). In accordance with such technique researcher selects sample by keeping in mind the aims
and objectives of study. Hence, by employing simple random sampling techniques 20 customers
from Peter Zumthor spa Switzerland has been selected by researcher. In addition to 20 customers
from Aqua sulis Rome Bath, Britain and remaining 20 are selected from Soneva Kiri, Thailand have
been selected. Hence, by conducting investigation on such people researcher can present the impact
of aesthetics on the customers of spa.
3.8 Data analysis
In order to present the fair solution of study scholar is required to make selection of suitable
data analysis technique. Thematic and SPSS are the main data analysis techniques which are
undertaken by scholar to derive suitable output from data set. Thus, qualitative issues and findings
18

can be presented by the researcher more effectually through the means of thematic perception test
technique. On the other side, SPSS tools such as regression, correlation etc. are undertaken by
researcher for doing quantitative investigation (Zikmund and et.al., 2013). Through this, researcher
can test hypothesis and present findings in a highly structured manner (Drake and Heath, 2010).
To assess the extent to which aesthetics have high level of impact on individual choices
about spa thematic perception test technique has been selected by scholar. Hence, by developing
several themes on the basis of case study researcher has presented solution of problem. Along with
this, aspects of case study have also been supported by the scholar through brief thesis prepared in
the literature review section. In this way, by making in-depth analysis of case study via thematic
technique solution or outcome of study has been presented by researcher (Smith, 2014 ).
3.9 Ethical consideration
While conducting investigation researcher has taken permission from respondents of
Thailand, Switzerland and Britain. This aspect shows that ethical aspects have been followed by
scholar to a great extent. In addition to this, high level of confidentiality has been maintained by
researcher regarding the data served by respondents in primary data investigation (Bryman and
Bell, 2015). Moreover, it is the accountability of researcher to do not disclose information in front
of others without taking permission of respondents. Further, all the sources have been properly
cited by scholar from which data has gathered. It shows that findings which have been presented by
scholar are not copied from other sources. On the other hand, in the present study, the researcher
has collected information from the different resources. At the time of data collection from primary
resource, respondents often refuse to provide information because they get fear regarding that their
personal information may be used by the investigators for personal benefits (Hodkinso and
Macleod, 2010). So, to secure all those gather data, researcher has made sure that these will not
published in papers or not share with any one for personal benefits. On the other hand, the selected
sample size for the research, participants have not agreed to give information on several questions
and statements. For this, the scholar has taken prior approval from each respondent and deliver
them all important and require information regarding conducting the investigation. While, as per the
corporate governance ethical and plagiarism strategies, the researchers have to provide complete
citations to their work which they have been taken from various published research papers, articles
etc. IN this context of the present research, the investigator has not done copied and pasted the data
in his thesis work (Zivkovic, 2012). All information has contained proper citations and references.
Further, there are many website where users have restricted to access them without taking proper
permission. In this context, the researcher has taken complete permission to access the data from
19

owners of those websites.
3.10 Reliability and validity
To conduct the investigation as per the set research specifications and assess the gather
information, the researcher needs to consider the concept of validity and reliability. These are using
in ensure the acceptance level of findings and drawing a meaningful conclusion (Jang and Park,
2011). The present investigation has been qualitative research method. The collected data for this
research has been taken from reliable sources such as publish in English, similar to the research
topic, based on spa i.e. hospitality industry etc. Along with this, there not any kind of alterations
have been made in gather information from the scholar end. On the other hand, investigator has
prepared several themes that help in addressing the research questions as well as attain objectives
(Saldanha and O'Brien, 2014). For this, researcher has collected primary and secondary data from
different sources. To make sure about validity of secondary data, investor has considered those data
which has been published after 2010 year. For primary data collection, the scholar has taken into the
consideration of those respondents responses which has completed filled with no mistakes such as
overwriting, cross over the answers etc. Thus, in the current research, the researcher has made
ensure that collected data are reliable and valid as per the set criteria (Zikmund and et.al., 2013).
3.11 Research limitations
At the time of carrying the investigation, the researcher has faced some limitations. First one
has time consuming where the entire research was too lengthy and more time consuming. At the
time of preparing questionnaire, make statistical analysis, collected data from primary and
secondary sources etc have consumed huge time of the researcher (Bryman and Bell, 2015). Due o
the limited timeframe, some of the important information might be missed that could affect final
outcome of the study (Bernard and Bernard, 2012). On the other hand, the researcher has used
probability random sampling which needs a complete list of the entire population of study. For this,
the scholar has collected the regular customer list from Peter Zumthor, Aqua sulis Rome Bath and
Soneva Kiri. But the investigator was not sure about that every service user of these spas was
involved in the collected list. This might have increased the chances of sampling errors at time of
selection of right sample size.
20

CHAPTER 4: DATA ANALYSIS AND DISCUSSION
Theme: 1. Majority of the selected participants prefer to visit spa at least ones in every month
Peter zumthor Aqua Sulis Soneva Kiri
Once in a Year 4 2 2
Twice in a year 3 4 6
Once in a
month 8 10 9
Twice in a
month 5 4 3
Total 20 20 20
Interpretation: The results of the survey founded that in Peter Zumthor, out of 20
respondents, 8(40%) prefers to visit spa at least one time in a month. However, only 4(20%)
consumers visit once in a year, 3(15%) visit twice and 5(25%) prefer to go twice every month.
Similarly to this, survey of Aqua Sulis’s spa revealed that majority of the people 10(50%) visit spa
every month, however, very few of the respondents go once in a year as only 2 people replied that.
While, on the other hand, 4 visit twice a year and two times each month. Apart from this, as per the
survey of Soneva Kiri’s people, it has been founded that most of the participants to 9(45%) visit spa
every month. Thus, the results clearly observed that average frequency to visit spas is founded one
times each month. They go spas for the health treatment, good nutrition, balanced exercise &
relaxation as well. Moreover, beauty treatment such as facial & full body massages, reducing stress,
boosting hormones strength and immunity through maximizing the level of natural killer cells
facilitates them to feel healthier and happier after visiting spas.
Theme: 2. Most of the consumers prefers to visit health as well as destinations spas
21

Peter zumthor Aqua Sulis Soneva Kiri
Day spa 4 3 4
Health spa 6 8 7
Destination spa 7 5 7
Urban spa 3 4 2
Total 20 20 20
Interpretations: This On asking to 20 customers of Peter Zumthor’s spa, high proportion of
the customers to 7(35%) prefer to go destination spas whilst in Aqua Sulis only 5 (25%) customers
replied that they like to visit destination spas. However, looking at the result of Soneva Kiri’s
survey, it has been gained that out of chosen sample size, 7 (35%) people select these spas prior
over others. Majority of the person select destinations spas because to get better immersion
experiences. They choose a particular place such as resort, hotel and any other attractive destination
to get benefit of entire inclusive programme such as fitness services, nutrition benefits, therapies,
body treatments and other offerings to fell high freshness and healthful (Annegret and Thomas,
2013). Through this, they get personalised and well-structured spa facilities to jump to a more fresh,
happier and healthier lifestyle. Participants who favoured destination spas told that all-inclusive
options like overnight accommodations, food & beverage services & other spa treatments are the
main reasons behind selecting destination spas greatly over others.
However, on the other side, Health spa has been preferred by 6(30%), 8(40%) & 7(35%)
persons in Peter Zumthor, Aqua Sulis and Soneva Kiri respectively. This spas are the commercial
establishments that aims at offering medical treatment facilities to the visitors. They render wide
range of facilities to the people like steam baths, massage & therapy treatments, exercise facilities
22

and many more. These services provides a great feeling to the visitors such as relaxation to body
and rejuvenating well-being. The main reason behind selection of health & medical spa is they
delivers a set of comprehensive & extra preventive wellness care to minimize stressful conditions to
the people (Fraioli, Grassi and et.al., 2013). The practitioners at these spas emphasizes on
establishing a link between individual’s body, mind & spirit as well. It enables people to improve
their health status so as to have a long-lasting and happily life. However, on the other side, very
few of the people prefer visiting day spas & urban spas as in Peter Zumthor, it has been preferred by
4 & 3 respondents, in Aqua Sulis Rome Bath, 3 & 4 respondents replied in the favour whereas in
Soneva Kiri, only 4 & 2 like to visit day spas and urban spas. Thus, it has been analyzed that health
& destination spas gains high level of preference over others.
Theme: 3. Relaxation & stress management is the most important reasons behind visiting spas
Peter zumthor Aqua Sulis Soneva Kiri
Relaxation and stress
management 8 7 5
Anti aging and skin benefits 2 2 3
Manage pain 3 4 6
Improve sleeping pattern 1 2 1
Rejuvenate beauty 6 5 5
Total 20 20 20
Interpretations: Taking into consideration the results of the survey at Peter Zumthor, it has
been gained that out of 20, 8(40%) said that feeling relaxation to mind & stress management is the
23

main reasons that encourage and motivate an individual to go to the spas. Similarly, if we look at
the survey results of Aqua Sulis Rome bath, it is being identified that majority of the people to 7
(35%) said that they just desire and wish to visit spas to provide a relaxation to their mind through
getting rid of stress from monotony, mental panic situation and anxiety as well. They said that
regular routine, hectic or depressed lifestyle, busy professional & work schedule motivate them to
visit spa for at least one times in every month to make their mind free of any stress. In this regards,
people replied that spa treatment and therapies provided their physical & mental conditions stress
relief. Evidencing from the Seepter (2012), it has been proven scientifically that hydrotherapies that
are provided by spas is greatly beneficial for the users to prevent and safeguard against ailments
like diabetes, improve flow of blood circulation, minimizing stress and feel pain relief. In the
survey, it has been evaluated that stress create negative impact to people daily lives and health
status, therefore, in order to manage such conditions people started searching various spa centres
and meditations techniques for relieving stress free. Dopamine, resting in warmth water, ultimate
massage, hydrotherapy treatment is of great significance for the consumers to eliminate stress. This
greatly assist person to improve blood circulation rate, strengthen muscle, reduce frustration and
boost-up confidence level of the users. Further, exercise, & other relaxation practices bring wide
range of benefits to the users such as positive attitude, feel confident, healthier & happier and good
sleep (Frost and Laing, 2016).
Apart from this, on the second rank, Peter Zumthor 6 preferred rejuvenating beauty as the
most attractive factor that influence them to visit to the spa. People demand various facial beauty
treatments to look attractive and beautiful to rejuvenate their beauty. In Aqua Sulis and Soneva Kiri,
equal number of customers to 5 (25%) preferred that beauty treatment is the main reason behing
doing spas. On the contrary to this, looking at the result of Soneva Kiri, it is being founded that
most of the people to 6 (30%) replied that use offerings like warm water soaking, massage,
therapeutics & others to reduce physical panic conditions and thereby improve their well-being and
health status to a maximum extent. At spa, they take advantage of good flow of blood to muscles,
flexible body, inflammation, motion in different ways & many others to relieve muscular pain. On
the other side, only few respondents gave preference to improvement in sleeping pattern and anti-
aging and skin benefits. Thus, from the findings, it becomes clear that stress reduction &
enhancement of beauty gains top preference among people.
Theme: 4. Majority of the people prefers to visit at different spas for getting massage & facial
beauty treatment
Peter zumthor Aqua Sulis Soneva Kiri
Massage 6 4 7
24

Water
treatment 5 5 3
Body wraps 5 4 2
Facial 4 7 8
Total 20 20 20
Interpretations: Considering the results of the survey, it can be seen that major proportion
of Peter Zumthor’s respondents to 6 (30%) stated that they greatly preferred massage services when
they decides to visit spa. Moreover, it gains enough preference by the consumers of Soneva Kiri’s
spa as out of 20 (35%) said that massage is the main reason of going spas. Thus, better massage
services greatly attract and encourage people to go spas. Excellent and qualitative body massage
therapies and treatments greatly serve people to get rid of mental stress, tension & anxiety to their
mind. Moreover, it also helps in breaking down the subcutaneous devotion in order to prevent
fibrosis, which in turn, strengthen muscles and minimize muscual pains. It also smoothen the blood
circulation system, which in turn, provide benefits to lymphatic drainage. Apart from this, various
body massage therapeutics offered by the Spas in Switzerland assist them to eliminate blockages &
de-toxify the body which is the result of pollution, alcoholic consumption and many others. Such
therapies enable person to promote sweating to wash out the toxins that is stored within the body. In
addition to this, some of the people replied it help them to improve immunity system, which in turn,
combat illness and result in improved lifestyle (Karagülle and Karagülle, 2015).
On the other side, in Aqua Sulis and Soneva Kiri, top-most preference has been given by the
visitors to facial spa services as 7(35%) and 8(40%) preferred beauty treatment at top priority.
25

These supporters told that now-a-days, beauty becomes the prior need & importance for the people
because everyone wants to look pretty and beautiful. Henceforth, they wish to enhance their beauty
and that’s why choose to visit spa that offers elegant beauty facilities to the audiences. Such
respondents replied that facial therapies & unique and excellent beauty services like body polishes
& exfoliation. It provide huge assistance to the person to remove dead cells and stipulate growth in
building new cells for the skin glowing and freshness experience.
Apart from this, 5(25%), 4(20%) and 2(10%) given their preference to the body wraps in
Zmuthor, Aqua Sulis and Soneva Kiri as well. It is one of the well popular and famous spa
treatment, in which, various ingredients like chocolate, butter, rosemary, butter, honey & others are
used in distinguished way. People who favoured body wrap replied that promoting relaxation &
moisturization are the main reasons behind preferring body wrap that helps o lose weight & slim
down the body through de-toxify. Thus, detoxification through the process of sweetening for the
weight loss is the reason for preferring body wrap over other treatments. While, in the entire
selected sample, less number of people supported water treatment as it is favoured by 5 (25%),
5(25%) and 3 (15%) consumers in all the spas. Thus, from the overall findings, it can be stated that
massage therapies and facial beauty treatments are highly demanded by the people.
Theme: 5. Majority of the consumers believed that they are getting better value in return for the
money invested for receiving spa services
Peter
zumthor
Aqua
Sulis
Soneva
Kiri
Yes, I believe so 11 7 8
Yes, but a bit expensive 4 5 4
No, I would be happy to pay little for better services 3 2 2
No, prices does not correspond the services offered 1 2 1
I use different spas on the basis of prices and service
availability 1 4 5
Total 20 20 20
26

Interpretations: In the presented graph, it is clearly visible that in all the spas, majority of
the people replied that yes undoubtedly, they are receiving good value for the money charged by the
spas for distinguish offerings. In Peter Zumthor, Aqua Sulis & Soneva Kiri, 11(55%), 7(35%) &
8(45%) customers replied that spas are delivering elegant and qualitative therapies, massage, beauty
treatment, body wrap & other facilities in return for the charged prices. However, people who think
that the prices are little bit high is comparatively greater in Aqua Sulis as 5(25%) people replied
that. Further, Zumthor’s user base are consider loyal because they only 1 user is founded who visit
different spas as per the prices and availability of services, while in Aqua Sulis & Soneva Kiri,it is
founded greater to 4(20%) & 5(25%) respectively. Thus, such customer might be price sensitive due
to affordability of excessive prices. Further, Zumthor’s audiences are also founded in greater
proportion to 3(15%) who are willing to pay a little bit higher charges to get unique quality
services, therapy treatment, massage & other offerings to satisfy their expectations in a right way.
Theme: 6. Majority of the respondents are highly attracted with the fragrance (smell) as a sensory
feature
Peter zumthor Aqua Sulis Soneva Kiri
Sight 4 3 2
Taste 2 4 1
Smell 7 6 9
Touch 2 1 3
27

Sound 5 6 5
Total 20 20 20
Interpretation: The above graphical presentation illustrated that in all the case studies,
majority of the parties replied that they are highly attracted with the sensory feature, smell at spas.
In Peter Zumthor, 7(35%), Aqua Sulis 6(30%) and Soneva Kiri, 9(45%) people responded fragrance
as a most popular and strong factor that encourage and attract people to visit at a particular
destination spa. It can be evident from the study of Altavilla (2014), in which, it has been stated
that out of five sense, scent of the venue is considered most influencing element that attract client to
select a particular spa. Good smell throughout the area of entrance, reception, lounge, beauty rooms
& other provides a better relaxation feeling & comfort to the visitors. Moreover, it is also
recognised as a mood-freshening component that is considered highly stronger and effective
relatively to that of other sensory factors. Thus, it is clear that smell or scent is considered as a way
or key to bring success to spas. However, on the second position, respondents replied sound as an
attractive element that is replied by 5(25%), 6(30%) & 5(25%) respectively. People replied that they
listen soft music while taking any beauty treatment, massage therapies and others to experience
better feeling. Besides this, taste, smell and touch gains less preference over others and affect
people to a minor extent.
Theme: 7. Quality of the service and its charges are founded most attractive factors to gain high
client traffic
Peter zumthor Aqua Sulis Soneva Kiri
Ambiance 2 3 3
Services 1 2 2
Facilities 3 4 1
28

Quality 7 6 5
Professional staff 2 2 1
Prices 4 3 6
Location 1 0 2
Total 20 20 20
Interpretations: Taking into account the net results, it is founded that high number of
visitors considers quality as a most effective factor that influence people whether they should select
a particular spa or not. The reason behind this is people’s requirement such as stress reduction,
improving sleeping pattern, enhancement of beauty, hydrotherapy & massage treatment can only be
satisfied through delivery of best quality services. In such regards, 7(35%), 6(30%) & 5(25%)
people replied quality as the most influencing component that impact audience spa selection
decisions to a major extent (Urada, Halterman and et.al., 2016). Moreover, price is also considered
as a encouraging factor because, more importantly, in Soneva Kiri, major proportion of the selected
participants to 6(30%) said tht pricing mechanism affects their decision to a great extent, because
they desires to get beauty treatment, massage therapies & others at right prices in accordance with
their affordability. Henceforth, they will not be ready to accept costly services at spas, therefore,
results can be drawn that quality services as well as reasonable & better prices are the two factors
that encouraged and motivate people to make better and rational spa selection decisions.
Theme: 8. Most of the proportion of clients are strongly agree with the service quality at Peter
Zumthor whilst in case of Soneva Kiri and Aqua Sulis, users are just agreed
Peter zumthor Aqua Sulis Soneva Kiri
Strongly agree 8 4 4
Agree 5 6 7
Neutral 3 5 2
29

Disagree 2 3 4
Strongly disagree 0 2 3
18 20 20
Interpretation: The result of the survey founded that majority of the proportion of visitors
to 8(40%) at Peter Zumthor’s spa are strongly agreed with the statement that services offered by it
are highly qualitative. However, in Aqua Sulis, major proportion of the audiences are agreed and
feel that services that spas had offered to them are satisfactory only. As in the survey, it has been
founded that 6(30%) & 7(35%) consumers have feel satisfied after using the services offered by it.
On the other hand, if we look at the strongly disagree proportion, then it can be observed that
number of dissatisfied users are relatively greater in Soneva Kiri to 3(15%) may be due to poor
services, excessive charges & others, as a result, they started visit other spas to satisfy their
expectations and needs.
Theme: 9 Majority of client replied that Peter Zumthor’s service quality strongly satisfied their
expectations whilst in case of Soneva Kiri and Aqua Sulis, users are just agreed
Peter zumthor Aqua Sulis Soneva Kiri
Strongly agree 9 5 3
Agree 3 7 8
Neutral 4 4 4
Disagree 3 2 2
Strongly disagree 1 2 3
20 20 20
30

Interpretations: High number of consumers of Peter Zumthor are strongly agree and
replied that they are offered spa services, massage, therapies, body wrap & beauty treatment are just
exactly in the manner in which user demands or expect. As in the survey 50% means 10 customers
are strongly agree with the quality offered by it. While, on the other hand, looking at the Aqua
Sullis & Soneva Kiris, greater number of people replied that they are just agree with this and feel
that offered deliverables meet out the expectations to a satisfactory level only.
Theme 10: Customers would like to recommend the spa services to their friends in the future.
Peter Zumthor Aqua sulis Rome Bath Soneva Kiri
Yes, always 12 8 10
Might or might not be 5 6 8
No, never 3 4 2
Total 20 20 20
Findings and analysis:
From the above draw table of different responses, it has found by the researcher that the 12
respondents of Peter Zumthor have agreed in the support of the asked question. While 5 have still
not sure that they might or might not recommend the spa services to their friends in the future.
Along with this, 3 responders have selected the option of no regarding suggesting Peter Zumthor
spa to their friends in upcoming future. On the other hand, from collected primary information by
researcher from Aqua sulis Rome Bath customers, it has determined that 8 out of the 20
respondents have supported that asked question of the investigator and 4 have do not want to
recommend cited spa organization to their friends. In addition to this, 6 respondents have still not
sure regarding either they will suggesting Aqua sulis Rome Bath services to their friends in the
future or not. Apart from this, 10 respondents of Soneva Kiri have selected the yes option which
31

shows that they will recommend spa services to their friends in upcoming future. Further, 2 have
never wanted to advice to their contacts to consume the services of cited firm in near future time.
While, 8 responders have in confusing situation whether they have to recommended Soneva Kiri
spa services to their nearby friends or not in the future. On the basis of above discussion, it has
concluded by the researcher that the customers of Peter Zumthor, Aqua sulis Rome Bath and
Soneva Kiri would like to recommend the spa services to their friends in the future.
32

CHAPTER 5: CONCLUSION AND RECOMMNEDATION
5.1 Conclusion
In the recent time, change in work culture, social factors etc have increased stressed level in
the human life. This has raised the need spa facilities that can manage the pain and provide
relaxation to person. Many of the spa organizations have used the ancient time bathing and relaxing
techniques near the natural resources. In this context, to carry out the research on the selected topic,
the researcher has prepared a complete structure. It has included different chapters like introduction,
literature review, research methodologies, data analysis and conclusion. From the data analysis
chapter, the investigator has prepared the themes on the basis of questionnaire. Assessment of
information has generated several outcomes which are concluding in this chapter.
5.2 Conclusion of data analysis
Objective1: To investigate about historical evolution of spa.
From the literature review, it has been determined that in Greek, evolution of spa has taken
place at various phases. In the classical age, Greeks were usually take social baths and hot air baths.
With the time, there were remarkable development in this area was recorded in Roman Empire. To
heal the wounds and cure illness, different bathing practices were used by Greek people. There were
several rituals were followed by the people at the time of taking bath. In second period, culture of
spa was started to developed where it was at the initial stage. Many of the nations were made their
own traditions regarding bathing. Numerous indoor and outdoor facilities were built in that time
frame by different Greek Emperors. In third period, there were various resorts developed and they
were become popular for bathing and healing facilities. In this context, a first scientific book was
published that was based on the Czech Karlovy Vary health treatments. It was contained the
recommendations regarding the application of tonics and thermal baths for relaxations. On the basis
of the above conclusion of historical evolution of spa, the researcher has attained its first objectives.
Objective 2: To understand different types of spas and their features.
By collecting the information from secondary resources, the research has summarized that
there are different kinds of spa which has categorized on the basis of their features. These are
Medical spa, Day spa, Cruise spa, Dental spa, Destination spa. In Medical spa, people get therapies
and treatments of respective disease. Day spa has offered various services with reference to health,
beauty by giving personal care and treatments. Along with this, in the travelling of 2 to 3 nights, the
cruise ship staffs provide comforts by providing Cruise spa services to the travellers. While in
Dental spa, services like facials, paraffin wax, massage therapy and many more services have
offered to the customers. Destination spa has a facility in which the spa goers to develop healthy
33

habits. On the other hand, from the collected information by data analysis, the scholar has
determined that majority of customers of Peter zumthor and Soneva Kiri has selected Destination
spa for taking spa. While, services users of Aqua Sulis have considered Health spa for consuming
spa services. So, on the basis of this, it has summarized by the scholar that health as well as
destinations spas are two kinds of spas that generally preferred by customers of Peter zumthor,
Aqua Sulis and Soneva Kiri.
Objective 3: To discuss about the factors associated with sensory designs and architecture of spa.
By considering the literature review and data analysis outcomes, it has concluded by the
researcher that there are five sensory associated with sensory designs and architecture of spa
designs of Peter zumthor, Aqua Sulis and Soneva Kiri. These are sight, taste, smell, touch and
sound. They have some of the major factors that attract the customers to visit the selected spa
locations again and again.
Objective 3: To analyze how can the aesthetics of spa affect an individual choice
On the basis of the collected primary information and its analysis, it has been concluded by
the researcher that there are some set of activities of spa that has affected the selection of Peter
zumthor, Aqua Sulis and Soneva Kiri spa of individuals. These are sight, taste, smell, touch and
sound. Along with this, ambiance, services, facilities, quality, professional staff, prices and location
have some aesthetics of the selected case studies spas which has affected the choice of the
customers.
34

REFERENCES
Books and Journals
Annegret, F. and Thomas, F., 2013. Long-term benefits of radon spa therapy in rheumatic diseases:
results of the randomised, multi-centre IMuRa trial. Rheumatology international. 33(11).
pp.2839-2850.
Bergold, J. and Thomas, S., 2012. Participatory research methods: A methodological approach in
motion. Historical Social Research/Historische Sozialforschung, pp.191-222.
Bernard, H.R. and Bernard, H.R., 2012. Social research methods: Qualitative and quantitative
approaches. Sage.
Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press, USA.
Chilisa, 2011. Indigenous research methodologies. Sage Publications.
Ciprian, L., Nigro, A.L. and et.al., 2013. The effects of combined spa therapy and rehabilitation on
patients with ankylosing spondylitis being treated with TNF inhibitors. Rheumatology
international. 33(1). pp.241-245.
Coleman, R. and Ringrose, J. eds., 2013. Deleuze and research methodologies. Edinburgh
University Press.
Drake, P. and Heath, L., 2010. Practitioner research at doctoral level: Developing coherent
research methodologies. Routledge.
Eriksson, P. and Kovalainen, A., 2015. Qualitative Methods in Business Research: A Practical
Guide to Social Research. Sage.
Ez-Zaitouni, Z., Bakker, P. and et.al., 2016. OP0085 Does The Presence of Multiple SpA-Features
in Patients with Chronic Back Pain Always Lead To Diagnosis of Axial
Spondyloarthritis?. Annals of the Rheumatic Diseases. 75(Suppl 2). pp.86-87.
Fabozzi, F.J., Huang, D. and Zhou, G., 2010. Robust portfolios: contributions from operations
research and finance. Annals of Operations Research. 176(1). pp.191-220.
Fraioli, A., Grassi, M. and et.al., 2013. Clinical researches on the efficacy of spa therapy in
fibromyalgia: a systematic review. Annali dell'Istituto Superiore di Sanità. 49(2). pp.219-
229.
Frost, W. and Laing, J., 2016. History of spa tourism. The Routledge Handbook of Health Tourism,
p.2.
Guidelli, G.M and et.al., 2012. Fibromyalgia syndrome and spa therapy: myth or reality?. Clinical
medicine insights. Arthritis and musculoskeletal disorders. 5. p.19.
Hodkinson, P. and Macleod, F., 2010. Contrasting concepts of learning and contrasting research
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methodologies: affinities and bias. British Educational Research Journal. 36(2). pp.173-
189.
Jang, S. and Park, K., 2011. Hospitality finance research during recent two decades: subjects,
methodologies, and citations. International Journal of Contemporary Hospitality
Management. 23(4). pp.479-497.
Karagülle, M. and Karagülle, M.Z., 2015. Effectiveness of balneotherapy and spa therapy for the
treatment of chronic low back pain: a review on latest evidence. Clinical
rheumatology. 34(2). pp.207-214.
Lorino, P., Tricard, B. and Clot, Y., 2011. Research methods for non-representational approaches to
organizational complexity: The dialogical mediated inquiry. Organization Studies, 32(6),
pp.769-801.
Petty, Thomson and Stew, 2012. Ready for a paradigm shift? Part 2: Introducing qualitative
research methodologies and methods. Manual therapy. 17(5). pp.378-384.
Saldanha, G. and O'Brien, S., 2014. Research methodologies in translation studies. Routledge.
Schmidt, F.L. and Hunter, J.E., 2014. Methods of meta-analysis: Correcting error and bias in
research findings. Sage publications.
Schmitt, N., 2010. Researching vocabulary: A vocabulary research manual. Springer.
Smith, M., 2014. Research methods in accounting. Sage.
Urada, L.A., Halterman, S. and et.al., 2016. Socio‐structural and behavioral risk factors associated
with trafficked history of female bar/spa entertainers in the sex trade in the
Philippines. International Journal of Gynecology & Obstetrics. 132(1). pp.55-59.
Zhang, Y., 2013. Urban metabolism: a review of research methodologies. Environmental pollution.
178. pp.463-473.
Zikmund, W.G., Babin, B.J., Carr, J.C. and Griffin, M., 2013. Business research methods. Cengage
Learning.
Zivkovic, J., 2012. Strengths and weaknesses of business research methodologies: Two disparate
case studies. Business Studies Journal. 4(2). pp.91-99.
Zlatkovic-Svenda, M.I. and et.al., 2016. SAT0595 Spondyloarthritis Prevalence in Europe, A
EULAR-Endorsed Survey. Annals of the Rheumatic Diseases. 75(Suppl 2). pp.885-885.
Online
Altavilla, N., 2014. The smell of success. [Online]. Available through:
<http://www.americanspa.com/treatments/smell-success>. [Accessed on 25th January 2017].
Brief history of spa (including Roman times). 2017. [Online]. Available through :<
http://www.europe-mountains.com/wellness/brief-history.aspx>. [Accessed on 24th January
36

2017].
Johnson, A., 2012. SPA CREATORS 2012 UK SPA MARKET ANALYSIS. [PDF]. Available
through :< http://www.spacreators.co.uk/Uploads/spa%20industry%20report.pdf>.
[Accessed on 24th January 2017].
Leland. 2015. THE IMPORTANCE OF GOING TO A SPA. [Online]. Available
through :<http://harvestmd.com/importance-spa/>. [Accessed on 24th January 2017].
Seepter, U., 2012. Relieve stress with a soak in Your Spa or Hot tub. [Online]. Available through:
<http://goodrelaxation.com/2012/09/relieve-stress-with-a-soak-in-your-spa-or-hot-tub/>.
[Accessed on 25th January 2017].
The History of Spas Timeline: Evolution of the Journey so far…. 2017. [Online]. Available
through :< https://www.swimuniversity.com/the-history-of-spas-timeline-evolution-of-the-
journey-so-far/>. [Accessed on 24th January 2017].
UK spa industry is booming. 2012. [Online]. Available through :< http://www.director.co.uk/7891-
uk-spa-industry-booming/>. [Accessed on 24th January 2017].
37

APPENDIX
Questionnaire
Demographic information
Name:
Age:
Gender:
1. How often do you visit spa?
 Once in a year
 Twice in a year
 Once in a month
 Twice in a month
2. What type of spa attracts you to most?
 Day spa
 Health spa
 Destination spa
 Urban spa
3. Which one is the most important reason that influences you to visit spa?
 Relaxation and stress management
 Anti aging and skin benefits
 Manage pain
 Improve sleeping pattern
 Rejuvenate beauty
4. What treatment you have preferred at the time of visiting spa?
 Massage
 Water treatment
 Body wraps
 Facial
5. Do you think are you getting value for money from spa services?
 Yes, I believe so
 Yes, but a bit expensive
 No, I would be happy to pay little for better services
 No, prices does not correspond the services offered
 I use different spas on the basis of prices and service availability
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6. Which sensory feature of spa attracts you to visit and consume services?
 Sight
 Taste
 Smell
 Touch
 Sound
7. Which characteristic makes you select spa services repetitively?
 Ambiance
 Services
 Facilities
 Quality
 Professional staff
 Prices
 Location
8. Spa has provided quality services to its customers.
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
9. Facilities, offered services and staff skills meet the expectations of spa customers.
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
10. Would you like to recommend the spa services to your friends in the future?
 Yes, always
 Might or might not be
 No, never
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