PRODUCT DIFFERENTIATION IN SPA TOURISM AS A MAIN COMPETITIVE ADVANTAGE

Violeta Bashova
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Violeta Bashova: University of National and World Economy, Sofia

Anniversary Scientific Conference with International Participation TOURISM AND CONNECTIVITY 2020, 2020, issue 1, 433-442

Abstract: Development in the spa industry is going through difficulties caused by the world situation of tourism recovery. In days of compliance with anti-epidemic measures and social distance, the restoration of the spa offer will be based on innovative solutions for diversity in the spa services and products. This is the challenge of more enterprising and resourceful professionals in business to avoid the struggle for survival. One of their main fulcrums is reorientation towards non-price competition, which is based on the distinctive features of the product. Either it consists of innovative product design or mere market segmentation, product differentiation typically involves externalities across competitors, which clearly play an important role in firm's competitive incentives to invest in differentiation. The purpose of this report is through research and analysis of supply and development in spas, to prove the hypothesis that the diversity of spa products and services is fundamental to recovering in a highly competitive and further financially aggravated, current environment in tourism.

Keywords: tourism; spa industry; product differentiation; competitive advantage; spa management. (search for similar items in EconPapers)
JEL-codes: Z3 Z31 Z32 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vra:pr2010:y:2020:i:1:p:433-442

DOI: 10.36997/TC2020.433

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