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Djibouti tourism development using wellness

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Djibouti tourism development using wellness

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This research paper deals with tourism development via wellness and customer satisfaction. As the wellness industry is growing and the demand is rising, countries are adapting their tourism strategies to meet those demands. This particular research is focusing on Djibouti, the third world country in the north east of Africa, where the tourism is not very well developed. The study was based on the Lake Assal, which is the saline lake, compared to the Dead Sea due to its chemical content. Djibouti tourism group, the startup company of tourism development, is planning to build a wellness resort on the banks of lake Assal and in this way help Djibouti to attract more tourists to the country. The research itself was executed through combination of three investigation techniques: questionnaire, interviews and desk research. In detail, 138 mixed method questionnaires were filled in by the expats and tourists of Djibouti in order to figure out the image of this country and preferences towards different wellness treatments. Qualitative interviews were undertaken with the beauticians and managers of a variety of hospitality and wellness institutions in Djibouti. The purpose of these interviews were to gain valuable information on the spa clientele in this country, most popular treatments and products used by the beauty industry. Desk research was used to enrich the research with the practice of the undertaken researches by different scientists in order to figure out the factors to develop wellness destination and to understand the aspects of customer satisfaction. The findings were analyzed using mixed- model approach combining quantitative and qualitative data. The research findings indicate that Djibouti has a mainly positive image amongst expats and tourists, where the centrality is drawn towards the climate, beauty of the country, friendly locals and its natural attractions. The decision making process to visit lake Assal wellness resort amongst tourists and expats of Djibouti was analyzed as well and the results reveal that ‘pull’ factors play the major role. In addition, five factors of wellness destination development were applied to Djiboutis case and the outcome suggests that transport infrastructure has to be improved to be able to successfully develop the destination in the light of wellness. Customer satisfaction results reveal that the main points to focus in the wellness center have to be relaxation and product combination with lake Assal ingredients. All of the results were compared with the theory from the theoretical framework and the outcome was used to draw a conclusion and recommendation for Djibouti tourism group. The research concludes that DTG can use the image of Djibouti determined by the outcome of this research, by focusing on the positive aspects of it to provide the fair image of Djibouti through the marketing of the wellness center and compensate the negative facets out. Furthermore the pull factor was concluded to be the main factor for developing an appealing setting for the future customers. Furthermore the transport infrastructure has to be paid attention to in order to eliminate obstacles in wellness destination development phase. Additionally, the expectations of the first guests received can be better met, resulting in a positive word of mouth and possible retention in this way bringing in the wellness holiday makers who are willing to spend their money in this country. As a result the specific recommendations were written for the Djibouti tourism group of which two were the main: target marketing of the business travelers and militants of Djibouti and product diversification paying attention to seasonality and target group.

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OrganisatieHZ University of Applied Sciences
OpleidingVitaliteitsmanagement & Toerisme
InstituutScaldis Academy
PartnersDjibouti Tourism Group
Gepubliceerd in
Datum2015-08-27
TypeBachelorscriptie
TaalEngels

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