Sveikatinimo – sporto paslaugų komplekso veiklos gerinimas marketingo priemonėmis „Vytautas mineral SPA“

Starkevičiūtė, Patricija Monika

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Sveikatinimo – sporto paslaugų komplekso veiklos gerinimas marketingo priemonėmis „Vytautas mineral SPA“

Starkevičiūtė, Patricija Monika

URI: http://dspace.kaunokolegija.lt//handle/123456789/1186

Data: 2018-06

Santrauka:

Vytautas mineral SPA sveikatinimo – sporto paslaugų komplekso gerinimo marketingo priemonėmis galimybės. Darbo aktualumą pagrindžia siekis identifikuoti veiksnius ir priežastis lemiančias sveikatinimo paslaugų paklausos mažėjimą ir atsipalaidavimo paslaugų paklausos augimą. „Vytautas mineral SPA“ svarbu sužinoti, kokie kriterijai yra svarbiausi vartotojams ir į ką jiems reikia pirmiausia kreipti dėmesį, kad pagerinti sveikatinimo paslaugas. “Vytautas mineral SPA” klientų pasitenkinimas teikiamomis sporto paslaugomis bei paslaugų gerinimo marketingo planas.

Description:

Patricija Monika Starkevičiūtė. Professional BA thesis. Activity Improvement of the Wellness-Sports Service Complex through the Marketing Tools at VYTAUTAS MINERAL SPA. Supervisor – lecturer Aurika Vaičaitienė, Kauno Kolegija/University of Applied Sciences, Faculty of Management and Economics, Department of Sports Management – Kaunas, 2018. Possibilities for improvement of the activity of the wellness-sports complex at Vytautas Mineral SPA by employing marketing means are analysed in the final thesis. The relevance of the topic is based on seeking to identify factors and causes which determe the decrease in demand of wellness services and the increase in demand of relaxation services. Vytautas Mineral SPA must identify the factors which are most important for their customers and the main areas to focus on in order to improve their wellness services. Problem of the thesis: What are the main criteria for clients in choosing the wellness services of Vytautas Mineral SPA? Aim of the thesis is to analyse the main criteria for clients in choosing the wellness services of “Vytautas Mineral SPA” and to plan marketing means for increasing the demand of such services. Objectives of the thesis: • To study the concept of health promotion - the concept of sports services in the theoretical aspect; • To analyze the reasons for health promotion - the choice of sports services in the theoretical aspect; • To identify "Vytautas mineral SPA" as the most important criteria for consumers when choosing health promotion - sports services; • To provide the marketing tools needed to increase demand for these services. Methods used in the thesis: analysis of scientific literature, questionnaire survey and descriptive statistical analysis were used. Structure of the thesis: The thesis consists of the introduction, the practical part and the conclusions. The first part of the thesis is focused on analysing the theoretical aspects of marketing means, which could be used for improving the wellness services. The second part analyses the wellness complex of Vytautas Mineral SPA. A plan for improving the wellness services of Vytautas Mineral SPA is presented in the third part. Conclusions are presented at the end of the thesis. Results of the thesis: One of the main problems of the wellness services provided by Vytautas Mineral SPA was revealed during the analysis, i.e. a narrow range of group sports activities, customers are unable to find sessions suitable for them. The following means were indicated in the list of marketing means for improving the wellness services provided by Vytautas Mineral SPA: introduction of new wellness activities, i.e. yoga, pilates, zumba and callanetics. Short suggestions/recommendations. Introduction of new wellness activities, i.e. yoga, pilates, zumba and callanetics was suggested. Publications aimed at increasing awareness of the services provided, improving public relations, and forming the image of the company (informative-promotional publications in Lithuanian and other languages for presenting the wellness services provided by Vytautas Mineral SPA and the activity principles of the company) should be issued. The thesis consists of: 49 pages, 6 tables, 17 figures, 31 literature and information resource, 2 appendix.

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