An emerging male market within the spa industry is causing practitioners to consider if men and women differ in their service preferences at spas. This study explored the question via a self-administered survey instrument distributed to individuals located in resort communities along the Gulf Coast of the Florida panhandle. Analysis of the responses of 107 subjects indicated significant gender differences on the importance ratings of 12 out of 18 common spa services: aromatherapy, body scrub and exfoliation, facial, fitness facilities, lymph drainage, manicure, mud or seaweed wrap, pedicure, Pilates, Shiatsu, sport massage, and yoga. The services that men and women rated similarly in decreasing order of importance were Swedish massage, nutritional counseling, steam and sauna, hydrotherapy, spa cuisine, and reflexology.
Sherman, L., Clemenz, C. and Philipp, S. (2007), "Gender-Based Service Preferences of Spa-Goers", Chen, J.S. (Ed.) Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 3), Emerald Group Publishing Limited, Bingley, pp. 217-229. https://doi.org/10.1016/S1745-3542(06)03013-XDownload as .RIS
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