[vc_row][vc_column][vc_column_text]JEL Classification<\/strong>: M31; L83<\/p>\n

Naumik-Gladka K<\/strong>.,<\/strong> Doctor of Economics, associated professor, professor of the department of tourism, S. Kuznets Kharkiv National University of Economics, Kharkiv, Ukraine<\/p>\n

MARKETING AND PSYCHOLOGICAL ASPECTS\u00a0 SPA-INDUSTRY ACTIVITY IN HOTEL COMPLEXES<\/strong><\/p>\n

Introduction<\/strong>. The article deals with current trends in the development of SPA-industry in hotel complexes and improvement of their activities. The modern hospitality industry offers services aimed at a healthy recovery, stress relief of everyday life, and harmonization of the mental and physical state of a person. The presence of SPA at the hotel increases its attractiveness in the eyes of a potential visitor, because SPA-services have a wide range of uses among hotel guests. Thus, the international experience of the SPA-industry development at hotels is promising for use in Ukraine in order to increase the number of tourists whose purpose is to improve and treat. The relevance of modern SPA-services is determined. An urgent task is to diversify SPA services in hotel complexes in line with global trends in the world economy. This will promote assortment expansion of additional hotel services, which in future will allow not to depend on the season and change the image of the hotel company. The importance of the development of health-improving tourism for modern society is emphasized at international congresses, experts note that post-industrial civilization enhances the value of the concept of a healthy lifestyle.<\/em><\/p>\n

Purpose<\/strong>. Selection of marketing and psychological aspects of the development of SPA-industry activity at hotel complexes.<\/em><\/p>\n

Results<\/strong>. The features of the SPA-service provision process depending on the location of hotels or SPA-centers are considered. Examples of the use of SPA-technologies are presented and it is found that certain tendencies can promote expansion of their assortment and increase of quality of services in SPA-centers at hotels. It is concluded that the popularization of SPA services is explained both by marketing and psychological reasons. Among these reasons, a special place is occupied by: problems of poor food, the phenomenon of postindustrial stress, negative environmental factors and certain psychosomatic disorders.<\/em><\/p>\n

Conclusion<\/strong>. Thus, SPA-industry is a complex system of psychosomatic relaxation and healing, which provides an opportunity for effective restoration of the psychophysical potential of a person, relieves stress, and improves the performance of the organism. At the same time, the main advantage of the development of SPA in Ukraine is the national traditions and highly professional home-school of health resort, in conjunction with the innovative potential in the marketing sphere.<\/em><\/p>\n

Keywords<\/strong>: marketing of SPA-services, hotel complexes, SPA-centers, SPA psychology, SPA-industry.<\/em><\/p>\n

References:<\/strong><\/p>\n

\n
1. Istomin, V. I. and Lagutenko, B. T. (2000), \u201cModern spa models\u201d, Soviet Sport<\/em>, Moscow, Russia.<\/li>\n
2. Crebbin-Bailey, D. Harper, D. and Harrington, D. (2010), \u201cSpa-therapy in the beauty industry. Methodology of procedures, equipment operation, spa-management training programs\u201d, RIPolclassic<\/em>, Moscow, Russia.<\/li>\n
3. Kuchmisty, S. A. \u201cSpa in the hotel business: the reality and prospects\u201d [Online], available at: https:\/\/goo.gl\/dG6mt7.<\/li>\n
4. International Festival \u201cSpa and Wellness – Development Strategy\u201d [Online], available at: https:\/\/goo.gl\/k683UX.<\/li>\n
5. Odrekhivsky, M. V. (1997), Valleological Innovation Centers: Economic Problems of Creation and Functioning<\/em>, World, Lviv Ukraine.<\/li>\n
6. Rutinsky, M. Sara-resort as an innovative kind of recreational establishments and socio-geographical trends of the development of a network of SPA-resorts in the western region of Ukraine<\/em> [Online], available at: https:\/\/goo.gl\/T1BptA.<\/li>\n
7. Shapovalova, O. (1995), Modern trends in the development of “spa” and “wellness” tourism, Global Tourism: The Next Decade, Butterworth-Heinemann, Oxford.<\/li>\n
8. Leisure and Wellness: Health Tourism in Europe. The new Challenge for Spas, Tourism and Health Ressorts (11th ELRA Congress Bad Saarow, 7-9 October 1999), Berlin.<\/li>\n
9. Jeremy McCarthy. Become a spa owner, Washinghead, USA.<\/li>\n
10. We will survive (2010), SPA Business, vol.4, pp.34-35. [Online], available at: http:\/\/www.leasureoppotunities.co.uk\/images\/SB_issues4_2010.pdf.<\/li>\n<\/ol>\n
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    [vc_row][vc_column][vc_column_text]JEL Classification: M31; L83 Naumik-Gladka K., Doctor of Economics, associated professor, professor of the department of tourism, S. Kuznets Kharkiv National University of Economics, Kharkiv, Ukraine MARKETING AND PSYCHOLOGICAL ASPECTS\u00a0 SPA-INDUSTRY ACTIVITY IN HOTEL COMPLEXES Introduction. The article deals with current trends in the development of SPA-industry in hotel complexes and improvement of their activities.
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