La Trobe University: Yoga Retreat Market Research in Kampot, Cambodia

This report presents a comprehensive market research study conducted to assess the feasibility of establishing a yoga retreat in Kampot, Cambodia. The research aimed to determine the benefits of yoga practices and tourism, identify attractive products and services for international yoga retreats, determine effective communication channels, and provide recommendations for yoga studios. The study employed a descriptive research design with a cross-sectional approach, collecting primary data from 99 yoga teachers through questionnaires. The findings revealed the economic and health benefits of yoga, the importance of yoga as a source of income, and the impact of social media and international retreats on yoga tourism. Statistical analysis, including ANOVA, was used to analyze the relationships between variables. The report provides valuable insights into the market dynamics and offers recommendations for establishing a successful yoga retreat in Kampot, Cambodia.

Objectives
The primary aim of the research study was to provide recommendations and a rationale for
establishing a yoga retreat in Kampot, Cambodia in order to attract both domestic and
international yoga practices and tourists.
The following objectives were formulated towards achieving the above stated general purpose;
i. To determine the major benefits attributed to yoga practices and yoga tourism.
ii. To identify the type of products and services that attract and influence international yoga
retreats and tourism.
iii. To determine the communication channels which can enhance yoga retreats and tourism
in the global markets.
iv. To provide recommendations for yoga studios on international retreats and tourism.

LITERATURE REVIEW AND HYPOTHESIS
Yoga is an art that has gained a lot of interest among people across the globe. Yoga refers to the
combination of physical, spiritual and mental practices. Yoga promotes people’s wellness, in
terms of health and happiness (Belikova Zhanna A., 2010).Yoga was developed thousands of
years ago in India and its practice has continued to be exercised up to date and gained a
worldwide spectrum (Buffet, 1996). Yoga tourism and retreats are expected to create public
awareness among most segments of the world’s population on the yoga practice.
Benefits of yoga
Yoga has a wide range of benefits to a country, yoga teacher, yoga studio and yoga student. In
this section we shall discuss both economic and health benefits of yoga.
Economic importance of Yoga.
This section shall try to answer the research question on the economic benefits acquired from
yoga studios and yoga tourists.
Many benefits can be obtained from yoga, some of which include job and wealth creation. For
instance, in the US, yoga has already become a $30 billion industry. The growing perception of
yoga as a leisure activity has been converted into an economic industry. Income is a major
benefit that one can obtain from any enterprise.
Income is money that an individual or business receives in exchange for providing a good or
service or through investing capital. Therefore, yoga can generate income either through work or
through investment. Income is used to fund day-to-day expenditures.

Yoga has become a big discipline that has embedded itself in various industries such as
entertainment and tourism (Maddox, 2014).
We can formulate the following hypothesis to help us answer the research question on whether
yoga is a source of income or not.
H0: Yoga is not a source of income for yoga studios and teachers.
H1: Yoga is a source of income for yoga studios and teachers.
Health benefits from yoga
Yoga plays an important role in the physical and mental health of people across the world. Yoga
focuses on ones body’s natural tendency towards health and self-healing. The purpose of yoga is
to build strength, awareness and harmony in both the mind and body.
Yoga has both physical and mental benefits on someone’s wellbeing. Physically, yoga increases
stability, increases muscle strength and tone, improves respiration, energy and vitality, maintains
a balanced metabolism, reduces weight, improves cardio and circulatory health, improves
athletic performance and protects one against injury.
Mentally, yoga helps a person manage stress, which is known to have devastating effects on the
body and mental wellness. Regular yoga practice can help create mental clarity and calmness.
To assess the impact of Yoga on mental and physical health, we shall try to answer the research
question on whether yoga has an impact on mental and physical health. The following hypothesis
shall suffice to answer the research question;
H0: Yoga does not significantly play a role in mental and physical health.
H1: Yoga significantly plays a role in mental and physical health.

Yoga as a wellness tourism attraction
According to (Peris-Ortiz, 2015) the wellness tourism is gaining quick momentum all over the
world. Wellness tourism refers to the act of travelling within one’s country and internationally
for the purpose of enhancing general mental and physical wellness by taking part in spiritual,
psychological and physical activities.
People across the world are looking for new ways of relaxation and re-energizing themselves.
Yoga practices shall be expected to meet these increasingly growing needs. Yoga enterprises
shall therefore be expected to thrive. (Confederation of National Chambers of Commerce
Services, 1987).
The research question on whether Yoga shall meet the needs of wellness tourists can be
answered through the formulation of the hypothesis below;
H0: Yoga is not an attraction for wellness tourists.
H1: Yoga is an attraction for wellness tourists.
International retreats
International retreats refer to periods and places off normal schedules for personal relaxation and
re-energization. They provide a platform for showcasing products offered by one. International
retreats provide the ability to do in-depth research on yoga products and practice (Owen, 2014).

Yoga teachers and studios obtain more knowledge concerning yoga as they interact ans observe
yoga practice during international retreats.
Public awareness on yoga practices and products is enhanced through these international retreats
(Salah Wahab, 5).
Purposefully for this research, we try to establish the impact of international retreats in
enhancing global yoga business.
To establish the impact of international retreats in enhancing global yoga business, we shall be
guided by the research question on whether international retreats boost global yoga business and
we shall formulate the hypothesis;
H0: There is no impact of international retreats on yoga global business
H1: There is impact of international retreats on yoga global business.
Impact of social media on tourism
Social media can be described as websites and applications that enable users to create and share
information. The use of social media in creating awareness on tourism has led to the rise of
social tourism which can be defined as the connections and phenomena related to the
participation of people in the countries of destinations as well as of holidaymakers, of
disadvantaged layers of society or those unable to participate in tourism, holidays and their
advantages for whatever reason.
Businesses spend some amount of their investments in public awareness creation through
advertisements (Lynn Minnaert, 2009). As a result, yoga tourism industry can allocate some of
their budgets to advocate for yoga retreats and tourism. Advertisement and public awareness

platforms such be social media, websites, mails and mobile applications could be used. The
below hypothesis can be formulated to help us answer the research question on whether media
has an influence on yoga tourism or not.
H0: Media has no significant impact on yoga tourism.
H1: Media has significant impact on yoga tourism.
RESEARCH METHODOLOGY
The study aimed to address the established objectives. Information was gathered from
respondents concerning yoga by administering questionnaires as the method that was used for
data collection. The data that was used was primary data. It was collected from yoga teachers,
students and yoga studio operators.
Descriptive research with a cross sectional approach was used to describe the phenomena of
interest. Data was inputted into the statistical software for social statistics (SPSS) for purposes
of analysis. IBM SPSS version 23 was used for analyzing the data.
Sample and sampling process
Responses were collected from 99 yoga teachers by administering questionnaires too them.
Data collection
Data collection was accomplished through the completion of questionnaires by the yoga
teachers.
Data analysis

The statistical tool used for data analysis, which were collected form yoga teachers through the
questionnaires, was IBM SPSS version 23. All collected data was coded and analyzed from the
SPSS software. Descriptive statistics, ANOVA and correlation were some of the tools used to
identify and validate the relationships between factors and to determine the strength and
direction of relationships and associations among different variables. Tables, graphs and charts
were used for result presentation.
RESULTS
This section provides findings obtained from data analysis that was done using SPSS.
Sample description.
99 yoga teachers provided responses for this survey. The responses were recorded in
questionnaires which contained both open ended and closed ended questions.
Of the 99 respondents, 6 were male representing 6.1%, 67 were female representing 67.7% while
23 representing 26.3% did not respond on their gender. Females therefore formed majority of the
respondents as depicted on the below table.
Gender:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Male 6 6.1 8.2 8.2
Female 67 67.7 91.8 100.0
Total 73 73.7 100.0
Missing System 26 26.3
Total 99 100.0
Which of the following best describes you: - Other - Text

Frequency Percent Valid Percent
Cumulative
Percent
Valid 96 97.0 97.0 97.0
I am a teacher, student &
enthusiast but don't teach 1 1.0 1.0 98.0
I was a YT and SO but now
am an academic who
conducts research on the
global wellness tourism
industry
1 1.0 1.0 99.0
Qualified teacher not
currentlly teaching 1 1.0 1.0 100.0
Total 99 100.0 100.0
96 of the 99 respondents representing 97% responded to be yoga teachers, 1responded to being a
yoga student, one said they conducted research on global wellness tourism industry and 1
responded to be a qualified teacher but currently not teaching.
The age distribution of the respondents is as shown below.
Please specify your age group:
Frequency Percent Valid Percent
Cumulative
Percent
Valid 18-24 4 4.0 5.5 5.5
25-34 12 12.1 16.4 21.9
35-50 31 31.3 42.5 64.4
Above 50 26 26.3 35.6 100.0
Total 73 73.7 100.0
Missing System 26 26.3
Total 99 100.0
Is yoga a source of income?

The main benefit that one can obtain from a yoga enterprise is the generation of income from the
venture.
The question on whether yoga business is a source of income was answered by seeking
responses from the respondents on how important yoga was important to them in growing their
income and the following table shall provide the responses.
How important is growing your income from yoga business?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Not at all important 7 7.1 11.1 11.1
Slightly important 8 8.1 12.7 23.8
Moderately important 20 20.2 31.7 55.6
Very important 19 19.2 30.2 85.7
Extremely important 9 9.1 14.3 100.0
Total 63 63.6 100.0
Missing System 36 36.4
Total 99 100.0
The study asked the respondents to indicate what they felt about yoga as a source of income. The
findings presented show the importance of using Yoga to generate income. The study used a 5-
point scale with 1 representing not at all important, 2 representing slightly important, 3
representing moderately important, 4 representing very important and 5 representing extremely
important.
Majority of the respondents who tallied to 20, representing 20.2% said that yoga was moderately
important in growing their yoga business, 19 representing 19.2% said that it was very important,
9 representing 9.1% said that it was extremely important, 8 representing 8.1 % said that it was
slightly important and 7 who were the least number of respondents on this matter, representing

7.1% said that growing income out of yoga business was not important at all. However, not all
the participants sampled into the study responded to this question. 36 representing 36.4 % did not
provide responses to this question.
Relationship between yoga tourism and income.
One-way ANOVA was performed on the frequency of domestic yoga retreats and international
yoga retreats to find out their impact on income. The p-values for domestic yoga retreats and
international yoga retreats are 0.487 and 0.548 respectively implying that at the 5% level of
significance we reject the null hypothesis that there is no significant impact of yoga tourism on
income since these values are greater than 0.05.
ANOVA
Sum of
Squares df Mean Square F Sig.
How many domestic yoga
retreats you have run in the
past?
Between Groups 13.963 4 3.491 .871 .487
Within Groups 228.424 57 4.007
Total 242.387 61
How many international
yoga retreats you have run
in the past?
Between Groups 3.517 4 .879 .772 .548
Within Groups 64.950 57 1.139
Total 68.468 61
What is the effect of type of service offered on yoga international retreats?
The study tried to understand different types of products and services that attract and influence
international retreat operators as well as tourists in the current times. For example, the study
asked about what students liked about the products and services offered. The findings showed
that on a scale of 1 to 5 where 1 represents strongly not prefer and 5 showing strongly prefer
different products. The analysis results showed that respondents preferred three types of

products. They preferred twin share (dual occupancy) ( M =3.00 , SD=1.01 ¿, single occupancy
rooms (M =3.67 , SD=1.04 ¿, and air-conditioning (M =3.29 , SD=1.18 ¿. However, a majority
of respondents showed that they were not influenced by provision of certain products. For
example, they were not influenced by dorms(M =1.78 , SD=.987 ¿, provision of alcohol (
M =1.68 , SD=.95 ¿, and Gym (M =1.70 , SD=.97 ¿.
What is the influence of media on yoga international retreats and yoga tourism?
We assessed the correlation between media and international yoga retreats and the following
table presents the findings.
Correlations
Social
media
(including
Facebook,
Instagram,
Twitter)
Websit
e
Direct
mail
E-marketing
newsletter
Telemarketi
ng
Mobile
application
How many
international
yoga
retreats you
have run in
the past?
Social media
(including Facebook,
Instagram, Twitter)
Pearson
Correlation 1 .350* .094 .337* .183 .167 .045
Sig. (2-tailed) .017 .530 .022 .219 .262 .765
N 47 46 47 46 47 47 47
Website Pearson
Correlation .350* 1 .310* .503** .095 .446** -.015
Sig. (2-tailed) .017 .036 .000 .529 .002 .919
N 46 46 46 45 46 46 46
Direct mail Pearson
Correlation .094 .310* 1 .200 .131 .091 -.020
Sig. (2-tailed) .530 .036 .183 .381 .545 .894
N 47 46 47 46 47 47 47
E-marketing
newsletter
Pearson
Correlation
.337* .503** .200 1 .203 .483** .101

Sig. (2-tailed) .022 .000 .183 .176 .001 .502
N 46 45 46 46 46 46 46
Telemarketing Pearson
Correlation .183 .095 .131 .203 1 .138 -.121
Sig. (2-tailed) .219 .529 .381 .176 .355 .417
N 47 46 47 46 47 47 47
Mobile application Pearson
Correlation .167 .446** .091 .483** .138 1 -.282
Sig. (2-tailed) .262 .002 .545 .001 .355 .055
N 47 46 47 46 47 47 47
How many
international yoga
retreats you have run
in the past?
Pearson
Correlation .045 -.015 -.020 .101 -.121 -.282 1
Sig. (2-tailed) .765 .919 .894 .502 .417 .055
N 47 46 47 46 47 47 62
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
The Pearson correlation coefficients for individual media types and international yoga tourism all
differ from each other indicating a difference in influence of each of the media types on
international tourism.
Social media (Facebook, Instagram, twitter), website, direct mail, e-marketing newsletter,
telemarketing, mobile applications and international yoga tourism had a Pearson correlation
coefficient of 0.045, -0.15, -0.20, 0.101, -0.121 and -0.282 respectively.
Social media and e-marketing newsletter were the two media platforms that were found to
impact positively on international yoga tourism while the others negatively impacted on yoga
international retreats.
Limitations of the study
There was no 100% response to all questions by the participants.