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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.

To understand how beauty and wellness business is run by women entrepreneurs in India and to understand the challenges faced by women entrepreneurs in India.

Nikita Patel is an women entrepreneur from a small town called Indore in India. She wanted to run a spa business and started a mobile spa venture called “Atheeva” to offer spa services. However, her venture ran into trouble because of objections from male members in the family and due to feeling of insecurity among her female staff members. She had to close down Atheeva after running the business unit for eight months. Undaunted by the failure, she again started a new venture called “Fingertips” to offer Nail Spa services. This time she took the help of digital marketing to promote her business and started spreading her business into different cities through franchisee route. However, she again faced headwinds in business due to rising attrition rates and challenges of maintaining work-life balance. This case covers the journey of a women entrepreneur as she faces multiple challenges and overcomes them and seeks answers to the path she should take to take her business to the next trajectory of growth.

Gives strategic insight of challenges faced by Women Entrepreneurs in India.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

It is generally accepted that massage can provide a lot of benefits to human health, especially for the brain functions. Little is known about the effect of unilateral massage on the brain activities. Nowadays, Swedish massage is a modern massage technique that is popular in both treatment and research fields. The purpose of this paper is to investigate the effect of unilateral Swedish massage on brain activities with electroencephalography (EEG) recording.

In total, 18 healthy adult participants (5 men, 13 women) aged between 22 and 36 years were massaged over one side of arm, forearm, hand, neck and face. Then the same procedures were repeated to another side of the body. EEG was recorded before (baseline) and during each massage condition. The absolute power of four common brain waves consisting of δ (0.5-4 Hz), θ (4-8 Hz), α (8-13 Hz), and β activities (13-30 Hz) from the quantitative EEG analysis between baseline and each massage condition were used to compare with the paired t-test.

The study found the reduction of δ and θ powers over bilateral frontal, fronto-central, and central areas. The increments of α power over the similar brain areas were also observed. These findings indicated the generalized effect of unilateral Swedish massage for inducing relaxation. Moreover, the significant reduction of β power was also found over right central area when left-arm massage was applied. This finding revealed the initial inhibitory effect of Swedish massage over right somatosensory cortex that received sensory stimulation through massage from left side of the body.

Unilateral Swedish massage induced the inhibitory effect at the contralateral somatosensory cortex and then produced the generalized effect which is compatible with relaxation.

The purpose of this paper is to examine the development and work experiences of an occupational grouping – massage therapy – and to examine the employment experiences of members of this profession, including their relationship with a newly formed professional body.

The paper uses in‐depth, semi‐structured interviews with massage professionals working within a region of the UK. The participants were recruited through a survey administered via a professional newsletter.

The findings from this paper suggest that there are few barriers to professionalisation for bodies attempting to represent alternative and complementary medical practitioners. Whilst arguably making this more accessible for the majority, it could lead to issues of control and manipulation of vulnerable individuals – both practitioners and patients.

There is some suggestion that governments should put into place mechanisms to regulate individuals wishing to set up training bodies and professional bodies within complementary and alternative medical practice.

This is an under‐explored area and presented unusually open access to both practitioners and key stakeholders in the professional body.

In order to be able to use the aroma hand massage as a skill that can be done by a nurse who does not have a special aromatherapy technique, we examine anti-stress effects of simplified aroma hand massage for healthy subjects. We evaluated the anti-stress action of aroma hand massage and the different components of the procedure in 20 healthy women in their twenties. We used autonomic nervous function measured via electrocardiogram as an index of stress. After conducting a baseline electrocardiogram, we induced stress in the participants by asking them to spend 30 minutes completing Kraepelin's arithmetic test. We then administered various treatments and examined the anti-stress effects. Kraepelin's test significantly increased sympathetic nervous function and significantly reduced parasympathetic nervous function. Compared with massage without essential oil or aroma inhalation, aroma hand massage significantly increased parasympathetic nervous function and significantly decreased sympathetic nervous function. The effect of the aroma hand massage persisted when the procedure was simplified. The anti-stress action of the aroma hand massage indicates that it might have beneficial application as a nursing technique. There are several limitations in this study; ambiguities of low component/high component ratio of heart rate variability and bias by small subjects groups of the same women.

The aim was to examine how students in the arctic region of Sweden experienced creating, leading, and participating in student‐driven health promoting activities in cooperation with their teacher.

Inspired by the participatory appreciative action research (PAAR) method 19 Swedish students, ages 10‐11 participated in health promotion work in the classroom through creating, leading, participating in and evaluating their own and their peers’ health promoting activities.

Students developed three themes and related activities which they felt helped them reduce stress and have friendly fun: “the friendly touch” (music and student massage), “the outdoor run for fun” (student physical activity in outdoors), and the sounds of well‐being (music).

This paper provides a comprehensive understanding of how students experienced creating, leading, and participating in student‐driven health promoting activities in cooperation with their teacher, and reveals that when students were asked to choose health promoting activities, they were not only in line with existing research but were able to reflect on how to develop good practice. Students are competent to lead health promoting activities with the support of their teacher and participating in health promoting activities lead by their peers.

The empowerment‐based group assignment in this study offers an example of implementing health promoting activities in school to increase health literacy useful for health educators and teachers.

Workplace wellness schemes are emerging in NHS settings, including complementary and alternative therapy services aimed at improving employee wellbeing. The aim of this study is to explore the impact of one such therapy service on service users based at a large UK teaching hospital.

In‐depth semi‐structured interviews were undertaken with seven staff members who participated in at least one workplace complementary or alternative therapy. An Interpretative Phenomenological Analysis approach was taken in the design of interviews and the analysis of interview data.

The following themes were elucidated: having positive but tentative expectations of therapies; enhancing health and wellbeing through therapy; appreciation for the “Q‐active” therapy service as part of a workplace wellness programme; and work influencing therapy use and vice versa.

The study adds to the limited research literature evaluating workplace health interventions by using an interview‐based qualitative approach to access employees' experiences of this type of workplace complementary and alternative therapies. Valuable insights were gained about the significance of this particular aspect of a larger workplace health programme. The emergent themes build on the existing literature on individuals' expectations and experiences of complementary and alternative therapies and also on the potential benefits of such a service for workplace health promotion.

This study aims to investigate the perceived role of the Islamic medical care practice of Muslim doctors in Malaysian Muslim-friendly private hospitals.

Data were collection through self-administered questionnaires voluntarily submitted by the respondents. The survey covered selected major Muslim-friendly private hospitals in the country in the states of Kedah, Johor, Penang, Selangor, Kelantan and Kuala Lumpur. The non-probability purposive sampling was used, as the respondents and locations of the survey areas were predetermined.

Five dimensions of the Muslim-friendly medical care practice were identified, namely, medical etiquettes, physical examination, proper cleansing process of blood and body fluids, proper handling and treatment of infectious diseases and doctors’ advice to Muslim patients. The findings also indicate that the scale development analysis produced excellent results which can be used for reproducible or repetitive medical care purposes and for integration facts and figures for inclusion into wider medical care policy and practices.

The results from the study can further develop Islamic medical care practices and enable medical service providers to upgrade their performances to an enviable strategic status.

Islamic medical care is a new mode of healthcare service market, as there are very few studies on this topic from the perspective of Muslim patients or no obvious facts are known. This study has first explored Muslim doctors’ perceived role in Islamic medical care practice in Malaysian Muslim-friendly private hospitals. This empirical study can immensely contribute to the further development of Islamic medical care practice for Muslim doctors in particular and for the Muslim-friendly hospital service marketing strategy in general.

Hospitality and Tourism.

Senior undergraduate level and graduate level.

This case study charts out the development of a business plan for Ch’ulel Mendoza, a hypothetical all-villa resort nestled against the Andes Mountains, where guests enjoy luxurious wine-infused spa treatments. The business plan has to be comprehensive because it should become the basis of a turnkey project for potential investors. Ch’ulel Mendoza is surrounded by the lush vineyards of some of the most famous wine estates in Argentina. The spa, facilities and services pay homage to the wine-growing heritage of the region, promoting wine to its guests as both pleasurable for consumption and conducive to healthy living. The architectural design speaks directly to the vines themselves: the earth-covered spa is where guests soak up the healing nutrients in the vinotherapy and water treatments, much like the roots are nourished by the elements and water in the soil; the resort area embraces the outdoors with decks, open patios and pools where guests can bask in the sun and enjoy other natural elements, just like the grape plants themselves. Once it becomes operational, Ch’ulel Mendoza will symbolize a blend of wellness, recreation and the charm of the Latin American culture.

Develop a comprehensive business plan for a new business, understand the business environment, prepare a strengths, weaknesses, opportunities and weaknesses analysis, develop functional (marketing, finance, human resources, operations, etc.) plans and understand the opportunities and challenges in the new product development process.

CSS: 12: Tourism and Hospitality.

The medical suppression of female sexuality in Victorian society has long been the subject of historical and cultural scholarship, with documentation not only of textual threats by religious and medical “experts,” but also of surgical assaults on female reproductive systems (Longo, 1979, 1986; Scull & Favreau, 1986; Sheehan, 1997). Less well known is the apparent obverse: the use of medical techniques to stimulate the female genitalia as a means of treating hysteria and other mental disorders (Maines, 1999; Schleiner, 1995). In this paper, I trace the cultural history (mainly Anglo-American) of the psychiatric enhancement, as well as repression, of female sexual pleasure, through various genital treatments, including the surgical and the electrical.¹ I then make the case that these “opposite” treatments are, in the context of Victorian society, two sides of the same coin of the patriarchal, medical control of female sexuality.²