Importance of wellness quality criteria and positioning of wellness cooperation brands Online publication date: Fri, 02-Sep-2011
by Gerhard Bertsch, Wolfgang Schobersberger, Cornelia Blank, Herwig Ostermann
International Journal of Leisure and Tourism Marketing (IJLTM), Vol. 2, No. 3, 2011
Abstract: The aim of this work is to investigate a correlation among wellness guest groups and the importance of the quality criteria of wellness cooperation brands. Further aim is to analyse whether relationships between the wellness cooperation brands and the wellness guest groups exist. Two-step cluster analysis was used to classify wellness guest groups. The numerous and similar quality criteria of the wellness cooperation brands were gathered in 50 items and converged in eight quality factors by means of principal component analysis. Uni-factorial variance analysis was used to determine the differences in individual quality factors between the wellness guest groups. This study shows that wellness guests can be classified into four wellness guest categories. The wellness guest groups place different demands on the quality criteria. This study provides evidence for possible positioning strategies by wellness cooperation brands.
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