Developing a service marketing strategy for wellness tourism company

6 Maslow's hierarchy of needsMarketers should understand the customers buying motives and what are their needsin order to create functional marketing strategy. Motive is the internal force whichpowers individual fulfils their need or achieving the certain goal. Maslow's hierarchy ofneed is a good tool in order to identify basic nature of the motives which drive thecustomers to buy the service/product. (Danai, 2008, Kolb 2006).Figure 2 Maslow's hierarchy of needsSELF-ACTUALIZATION: Morality, creativity,lack of prejudice, acceptance of factsESTEEM: Confidence, achievements, respect etc.EMOTIONAL: Belonging to something, relationships etc.SAFETY: Security of body, property, family, morality etc.PHYSOLOGICAL NEEDS: sleep, food, water etc.In human behavioural science Maslow’s theory is analyse from the bottom down, withthe idea that people are moving step by step after satisfying the needs from theprevious level. In tourism one can use the Maslow’s theory to describe how theprovided service can and many times have to satisfy the needs from various levels. InTourism physiological needs could be shelter, food, water as in any other model.Safety could be the safety of the accommodation and food, political safety, weatherand animals. Emotional need can be the feeling of experience something together withyour friends, family or even with the other tourists in the place. Self-esteem needscould be the need for an authentic experience and self-authorization could be the20