A case study to explore the best marketing practices of the fast growing health and wellness industry

The purpose of this paper is to discuss how the health spas embark on marketing strategies and how they will deal with the increased consumer demand. On the one hand, a case study of two recognised health spas will illustrate how the spas integrate marketing strategies to build crediblerelationships with their customers and will demonstrate successes and failures ofeach health spa. On the other hand, an exploration of the market dynamics willpresent a consciousness of the customers’ expectations and suggest whether thelevel of service quality in the health spa is adequate to meet these needs. Thepractical implication of the study will assist in the design of a proposed modelwith best marketing practices for the sustainability of this competitive industry.