Abstract
Digital marketing technologies create new ways for driving customers in spa-product purchasing, providing feedbacks and endorsements due to new methods of communication, supporting and reinforcing Spa-resort product producers and distributors promises. Actually, at this time resort market has no effective and united strategy for SPA-resort product promotion and sales, which has to be based on modern digital marketing instruments. The review of digital SPA-resort market in Black Sea resorts and Caucasian Spas areas revealed the lack of coordination between providers of natural curative resources, tourist’s accommodation means, healthcare facilities and travel organizers. Ignoring the specifics of SPA-resort product and uniqueness of its nature in its promotion and merchandising causes the drop-in sales because of the decrease in consumer interest and lack of information about variety of product benefits for health resumption. Thus, recommendations and suggestions about possible ways of joining efforts in SPA-product rout-to market with use of digital marketing technologies would show a large return to the resort industry in a long-term period.
Highlights
Digital marketing technologies create new ways for driving customers in spa-product purchasing, providing feedbacks and endorsements due to new methods of communication, supporting and reinforcing Spa-resort product producers and distributors promises
There is common rule, that at least one nurse from the sanatoria has to escort the group of tourists to guarantee their safety ang well-being
Due to several difficulties in the providing SPA-resort treatment in the balnearies, this organizations should develop a system of stimulation for contracted clients presided by sanatoria and hotels
Summary
SPA-resort product is a complicated mixture of technologically varied services, provided by local resort hospitality and balneary organizations. As can been seen from the above SPA-resort product is designed by balnearies, which is exploiting the mineral resources, resort polyclinics and laboratories, licensed enterprises of hospitality industry. SPA-hotels and sanatoria have to resolve the problem how to take tourists to the balneary This organizations have to maintain buses and all the garage staff. Due to several difficulties in the providing SPA-resort treatment in the balnearies, this organizations should develop a system of stimulation for contracted clients presided by sanatoria and hotels. It is common practice of the latest years that sanatoria and SPA-hotels try to organize SPA-treatment without balnearies services They include alternative SPA-methods, which is based on internal facilities. Often this moves lead to deficiency of treatment program This is why the problem of balancing balnearies and SPA-hotels is being actual. Positive aspect is a possibility to find the balance of interests using the cooperation principles
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