Developing a service marketing strategy for wellness tourism company

the thesis about the industry. After the area of research was vaguely decided, theofficial interview was held and author did write notes regarding the project.Author decided to interview the owner to get a deeper insight of the business and tounderstand what the vision for the yoga retreat is. Main areas in the interview wherethe basic info of the company, management and structure of the company, finance,service portfolio, target markets, channels of marketing and image and brand. Theinterview acted as a base for other data gathering and helped author to narrow theresearch area. Additional questions have been asked after the interview in order toclarify some of the areas which weren't covered in the original interview.8.4.2 Secondary DataSecondary data has a big role in this research. To get a deeper insight of the subjectarea, author starts seeking information from the internet first about yoga and wellnessindustry itself. After having better understanding of the markets, she narrowed it downto what is the role of these activities is tourism industry in Asia. Useful sources whereweb-pages of different Yoga and wellness association and journals (e.g.www.yogajournal.com, www.globalspaandwellnesssummit.org) and Thailand's officialtourism homepages (www.tourismthailand.com).Second part was to start searching more information about the strategies and theoriesin marketing field. In this phase most used sources were the google scholar, EbraryEmerald, Harvard business school's article database and library. These sources werethe main secondary data sources during the whole research.8.5 Analysis and LimitationsThe literature concerning the yoga industry was limited and therefore main focused ofon the literature review was searching information about the wellness industry ingeneral. In order to find some detailed tourism data, the most of the information wasn’tfree and the author or the business owner didn’t have resources to purchase thisinformation even though it could have been useful conducting the thesis.Primary data was only collected via conversations with the main owner of the GoldenRetreats, Narayani. This limits the information only to the resource who is verypersonally attached to the business and might not be able to see the customers pointof view entirely. This might cause the analyses about the markets and target customers32