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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.

On course convenience cart service is an important component of a club’s food and beverage mix. Not only do convenience carts contribute gross and net revenues, but research shows that they are an expected amenity that increases members’ overall satisfaction with the golf experience. Factors that impact whether or not members purchase from convenience carts include the number of times they would like to be approached by the cart, tee times, age, and handicap.