КОНЦЕПЦІЯ WELLNESS ЯК ІННОВАЦІЙНИЙ НАПРЯМОК ОРГАНІЗАЦІЇ РОБОТИ ГОТЕЛЬНИХ ПІДПРИЄМСТВ

Tetiana Parfinenko

doi:10.32782/2524-0072/2023-48-81

Tetiana Parfinenko V.N. Karazin Kharkiv National University https://orcid.org/0000-0001-7442-9027

DOI: https://doi.org/10.32782/2524-0072/2023-48-81

Keywords: Wellness hotel, Wellness center, hotel enterprises, llness service

Abstract

The general trend of the hotel industry market development is the combination of hotel services with the beauty and health industry, resulting in the emergence of Wellness hotels and hotels with Wellness centers. First of all, this is due to the increase in society's demand for a healthy lifestyle, harmonious existence with nature, quality goods and services and their compliance with ethical and ecological principles. Against this background, hotel companies are actively offering their clients a wide range of health treatments for relaxation and rest, as well as complex recovery programs designed for a longer period. Implementation of the Wellness concept in organization of work of a hotel enterprise is one of the important factors in increasing its profitability and competitiveness. In this regard, there is a need to determine peculiarities of work of hotel enterprises on the basis of Wellness. The study considers the concept of Wellness as an innovative direction of hotel development. The main differences between Wellness hotels and hotels with Wellness centers have been determined, which are: functional significance of a wellness service (targeted, additional), the length of a stay in hotels, and marketing strategy of promoting the product. A conceptual model of Wellness environment of a hotel is provided, main elements of which are: healthy food, relaxation, healthy thinking and physical health. Accordingly, directions (profile) of Wellness hotels have been clarified: spiritual and intellectual development; an immersive environment for health and well-being; conventional and alternative medicine; Spa procedures, healthy nutrition, physical improvement; aesthetic treatment (skin, teeth, and body care). Competitive advantages provided by Wellness centers to hotel enterprises have been determined and organizational peculiarities of Wellness centers in the structure of hotel enterprises have been identified. The conducted research made it possible to clarify the peculiarities of the work of Wellness hotels and hotels with Wellness centers, to determine main characteristics of a Wellness service as a specific hotel product and to establish that development of activities of Wellness hotels and Wellness centers in the structure of hotel enterprises is a promising and innovative direction of hotel business development.

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