1st GROUP ASSIGNMENT

TOURISM & HOSPITALITY RELATED BUSINESS IDEA

Project idea: Wellness service – Healing Inside Out
I. INTRODUCTION:
“Healing Inside Out” is a service based on wellness tourism, which is about the
idea of providing general health treatment services for people in need at hospitality
accommodations.
People can find traces of this kind of tourism on additional spa or massage
services in resorts, hotels... There are also various locations offer some specific wellness
treatments for tourists, travelers, or walk-in customers.
While wellness tourism in general has vast opportunity to develop in the near
future, especially after this period when people have been heavily affected by
development of COVID-19, both mentally and physically; there are not many facilities of
this kind located in Vietnam. Moreover, this kind of business can only attract certain
customer segments and Vietnamese wellness tourism business is still limited in some
same repeated products.
Therefore, our team has come up with the idea that can widened the spectrum of
wellness service products by incorporating Vietnamese traditional health treatment into
wellness service provided in resort/hotel to create a comprehensive “Vietnamese
experience” for customers. This service is also able to grasp onto the prospects that
wellness tourism offers after the end of COVID-19 development, along with the recovery
of tourism industry in general.
II. EXPLANATION:
1. People’s needs for traveling and healing services
1.1. Theory
“More and more medical destinations for tourists have been founded, stemming
from the leisure time of workers and the elite, which has increased their awareness of
illness and stress prevention as they are constantly forced to deal with stress at work”
(Dwyer, Edwards, Mistilis, Roman, & Scott, 2009; Heung & Kucukusta, 2013).
 Also, studies on customers’ needs pressed on “relaxing and health recovery as a
prominent motivation for wellness tourism” (Koh et al., 2010; Pesonen et al., 2011; Voigt
et al., 2011).
According to Dewi Ayu Kusumaningrum and Suci Sandi Wachyuni (2020), “As
for analyzing travel motivation based on their travel activities (Pitana & Gayatri, 2005),
based on the results of the study, the highest average answer was 4.34 where the majority
of respondents agreed-strongly agreed that their traveling activity was to relax their
body and mind or was called physical or physiological motivation.”
1.2. Research data
According to the International Tourism Highlight 2020 Edition by UNWTO,
globally, “60% of tourists travel for sightseeing, entertainment, and relaxing; in which the
demand for relaxing takes about 55%”.
Especially, in Thailand’s 2020 Tourism Seminar, the proposal of making medical
and healing tourism a future trend was brought upon due to stress from work, living, and
damages of the COVID-19 pandemic. The group of tourists aiming for relaxation is also
the group with the largest rate of booking for rooms in 4–5-star hotels (Grant Thornton,
2020) compared to other groups.
2. Domestic tourists’ demand for healthcare
In 2020, MEC. Pham Thi Thanh Huyen conducted a survey on 500 individuals in
Hanoi, in which 198 gave the response that they were interested in activities of medical
tourism. According to the collected data, participants mostly aged in the group of 35-44
(35%) and 25-34 (34%), received a good education and had an average income. The
majority of participants suffered from a certain level of stress, predominantly an average
level. This rate was equivalent to the age group of 35-44, which showed that the group of
subjects suffering from stress the most aged from 25 to 44, worked in fields that have
very little relation to natural life, made contact with computers regularly, and were
usually busy with work. This was also the group with stable incomes, living mainly in
urban areas, and withstand great pressure from work and family issues. With the number
of female participants taking the greater half, their tense mental state often originated
from their roles in society and their families. Particularly, after the isolation going on due
to the COVID-19 pandemic, domestic tourists felt confined, deadlocked, lacking the
opportunity to meet up with friends and experience a new environment, and secluded
from nature.
III. BACKGROUND:
1.Market segment:
1.1. General market: Health and Wellness
1.2. Focus market: Wellness tourism
This service’s target market is people from 25 – 44, in all biological sex and
gender identity, looking for a method to relieve stress.
1.3. Characteristics
- Living in cities or tourist destinations.
- Having average or higher income.
- Frequently having high level of stress.
- Suffering from stressful work life or mid-life crisis, etc...
2. Competitor:
2.1. Medi Thiên Sơn: Bring health and spirit to all visitors
2.1.1. Key products: Imparting knowledge about protecting mental and physical
health. Providing dishes following macrobiotic diet.
2.1.2. Key personnel: 3 masters specialized in: Zen, Tu and Medical.
Currently, the company’s CEO – Do Quoc Thai is holding the ownership of
eHealthCare Ecosystem Joint Stock Company, the that launched Thien Son Medi Healing
Resort. This business was introduced to the public in the morning of October 3 rd at Thien
Son Suoi Nga – Van Hoa commune, Ba Vi, Hanoi.
2.1.3. Wellness tour
Medi Thien Son provides 2 different healing travel services: one-day experimental
wellness tour and specialized wellness tour.
One-day experimental tour: back to the nature, experiencing a healthy and
nutritious diet; meditating to calm the mind, practicing yoga for a supple body.
Specialized wellness tour: providing customers with moments of rest and
relaxation as well as focusing on improving the health status of each customer based on
the main unwellness.
2.1.4. Strengths of Medi Thien Son
The main strengths of Media Thien Son can be found in their staffs and provided
services.
The staffs are passionate with the constant willingness to serve with all the love
for profession and sincere dedication to society.
Provided services help bringing a great experience to customers in many different
forms, directing customers to a healthy lifestyle, mastering their health, and controlling
their emotions. By associating tourism with health, Medi Thien Son put the health of
customers first when providing the service. They also head towards incorporating
technology into healthcare to help patients easily connect with doctors.
2.2. Emeralda Ninh Binh
2.2.1. Key products
Emeralda Ninh Binh offers 3 room types with 15 different options:

- Superior double/twin (5 options with price range from 1,569,480 - 2,338,875

VND (72% off at the time this report is conducted)).
- Deluxe double/twin (5 options with price range from 2,502,066 - 3,976,088
VND (72% off at the time this report is conducted)).
 - Duplex family (5 options with price range from 3,265,685 - 5,067,563vnd
(72% off at the time this report is conducted))
(Agoda, 2022)
They also offer the customers a wide range of amenities and facilities including
restaurants, bar, garden, salon, spa, swimming pool (both in and outdoor), fitness center,
golf course (on site), library, game room, kid clubs, etc...
2.2.2. Available services

 Accessibility: wheelchair accessible.

 Internet access: free wifi in all rooms and in public area.

 Food and beverage: bar, BBQ facility, coffee shop, kitchen, poolside bar,
restaurants.

 Service and convenience: concierge, currency exchange, gift/souvenir shop,

salons, shops, library, fireplace, etc.

 Entertaining: billiards, fishing, game room, golf, hiking, hot tub, karaoke, light
therapy, sauna, spa, steam room, swimming pool, table tennis, ticket services,
tours, etc.

 For kids: babysitting services, family room, playground, swimming pool for
kids.

 Sanitization and safety: breakfast in room, daily disinfection, first aid kit, hand
sanitizer, etc...

 Transportation: airport transfer, car park, rental car, valet parking.

2.2.3. Target market
Emeralda Ninh Binh sets their target on tour groups, business travelers, families
and individual tourists (any group that has high income as well as the demand to travel).
2.2.4. Marketing platforms
Emeralda Ninh Binh has been using online booking sites like Agoda,
Booking.com, Tripadvisor or Traveloka to promote their products and services while
maintaining communication at their own website and on their social media channels
(Youtube, Facebook, blogs...).
2.2.5. Customer review

Emeralda Ninh Binh is scored 8.2/10 on Agoda (Agoda, 2022)

Emeralda Ninh Binh is scored 8.3/10 on Booking.com (Booking.com, 2022)

 Emeralda Ninh Binh is scored 4,5/5 on Tripadvisor (Tripadvisor, 2022)
2.3. Tản Đà Spa Resort
2.3.1. Key products

 Indoor swimming pool with sauna, and Jacuzzi

 Outdoor swimming pool with massage
 Mineral mud bath, Ngan Kim stream aromatherapy
 Spa
2.3.2. Marketing channels
2.3.2.1. Online 

 Social Media Marketing

https://tandasparesort.com.vn
https://www.facebook.com/tandaresort

 Search Engine Optimization

 Content Marketing
https://www.facebook.com/tandaresort/photos/
a.396615247105284/4179105208856250/
2.3.2.2. Offline

 Outdoor billboards, hanging banners, flags, indicators...

 Ad paste on transport vehicles: Bus advertising, electric cars...
 Advertising on radio and television
  Advertising on paper newspapers, magazines, flying leaflets...
2.3.3. Target customer
People with average or high income who enjoy life, beauty, and resort.
Divided into 5 basic groups:
2.3.3.1. Experience a new lifestyle

 Enjoy the fresh air

 Enjoy specialty dishes, novelty
 Exit everyday work
2.3.3.2. Enjoy the beauty of natural relaxation / entertainment

 Visit many places to expand knowledge

 Beautiful, attractive landscape
2.3.3.3. Find fun for the family

 Is the happy happy time of the family

 Opportunity to play for children
2.3.3.4. Household activities Discover

 Adventurous
 There is an understanding of nature and life
 Privacy time
 Opportunity to participate in cultural events 54 ethnic groups
2.3.3.5. Find peace

 Visit friends / relatives

 Review the funny memories already here
2.3.4. Price

 Combo Silver Package Package 2 Days Relax in Xa Da Spa - 1,936,000

 Golden combo package vacation 02 days of aches and treatment - 1,280,000
 Deal Resort for Families in Xa Da Spa Resort - 2,390,000
IV. DIFFERENTIATION:
 1. CSR/ Responsible Business (we handle the social problems first, the profit
comes after)
1.1. CSR (Corporate Social Responsibility)
A model, in which businesses take their impacts on the society and the
surrounding environment as a guideline for their business activities.
1.2. The approach for CSR in wellness tourism model:
1.2.1. Economic obligations: The enterprise ensures the output for medicinal plant
growers/farmers, revitalizes the pharmaceutical industry of Vietnam, which has gradually
disappeared.
1.2.2. Legal compliance: Enterprises not only have to fulfill their financial
obligations but also comply with all legal issues, such as not selling or trading goods that
are banned by the government, not using child labor…
1.2.3. Responsible for contributing to the community: Enterprises take part in
raising public awareness of health, promoting the image of Vietnam's tourism and
traditions to domestic and foreign tourists.
1.2.4. Make customers part of a CSR campaign: By using the products,
customers can increase the reputation and be able to understand the process of creating.
2. The service uses pure Vietnamese products combined with traditional
Vietnamese materials
2.1. The demand for wellness tourism is increasing and becoming a trend in
the world, and Vietnam is no exception
Studies show that this trend is growing, after a stressful period in life and affected
by the epidemic, people are looking for ways to travel not only for fun, entertainment,
discovery but also is relaxation, convalescence, healing both physically and mentally...
from healing, people feel comfortable, more meaningful, more satisfied lives, thereby
reducing the risk of depression, increasing quality of life. life and prolong life.
2.2. The problem of the Wellness tourism market in Vietnam is
  Overwhelmed by foreign elements such as Japanese hot spring baths,
meditation, yoga, etc. These are services that appear to be mass-produced and
not groundbreaking.

 Not much development yet and not widely known

 Sources of medicinal herbs and remedies are available but are gradually being
forgotten and lost.
2.3. Created with the desire to develop Vietnam's tourism after a long time of
being suppressed by the epidemic, social distancing
The development and dissemination of wellness tourism products is still new, but
with many potentials and opportunities, it can attract a large number of tourists of various
ages
2.4. The source of medicinal herbs in many regions of the country is currently
available, but the lack of output causes the development and planning speed to be
negatively affected
The development of wellness tourism using local traditional materials helps to
solve the problem of output for the available medicinal resources here, increases income
for medicinal plant growers, and provides employment and income opportunities. income
for people. Therefore, tourism development goes hand in hand with economic
development and improves the lives of local people.
2.5. The use of medicinal herbs creates eco-friendly tourism products and
human health
The products (amenities in hotels and resorts) use a lot of chemicals that affect
consumers' health and the types of plastic waste released into the environment will be
difficult to destroy, causing harm to the environment. The use of medicinal herbs can
completely contribute to environmental protection, easily degradable waste, good for the
soil.
The use of medicinal herbs is also to preserve the culture and national identity
from thousands of generations. For foreign visitors, it is also to promote the unique
cultural features of Vietnam to the world.
 Because of the availability of raw materials and remedies, although Vietnamese
traditional health treatment has not yet developed strongly, it is still considered
competitive to other countries in Southeast Asia.
 REFERENCE
1. Cornelia Voigt, Graham Brown & Gary Howat (2011), Wellness tourists: In
search of transformation
2. Dewi Ayu Kusumaningrum & Suci Sandi Wachyuni (2020), The shifting trends
in travelling after the COVID-19 pandemic, 6, Table 4: Traveling motivation after
Pandemic
3. Grant Thornton (2020), Vietnam Lodging Industry: Hotel Survey - Executive
Summary, 6, 2019 Purpose of Stay & 2019 Purpose of Stay by Star Ranking
4. Juho Antti Pesonen et al. (2011), Segmentation of Rural Tourists: Combining
Push and Pull Motivations
5. Larry Dwyer, Deborah Edwards, Nina Mistilis, Carolina Roman, & Noel Scott
(2009), Destination and enterprise management for a tourism future 
6. Pham Thi Thanh Huyen (2020), Developing the wellness tourism products in
Vung Tau City
7. Suna Koh, Joanne Jung-Eun Yoo & Carl A. Boger Jr. (2010), International
Journal of Contemporary Hospitality Management Emerald Article: Importance-
performance analysis with benefit segmentation of spa goers 
8. UNWTO (2020), International Tourism Highlight 2020 Edition, 9
9. Vincent C.S. Heung & Deniz Kucukusta (2013), Wellness Tourism in China:
Resources, Development and Marketing