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<b>KHOA DU LỊCH </b>



<b>Đề tài </b>


Đoàn Thị Ý Nhi Nguyễn Mai Linh Ngọc Huỳnh Thị Hoài Thương

Đà Nẵng, tháng 4 năm 2023

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4. Some features of An Spa and its services ... 10

II. Physical environment at An Spa ... 12

1. Aspects of service environment ... 12

1.1 Ambient conditions ... 12

1.2 Signs, symbols and artifacts ... 12

2. Spatial map ... 14

3. An Spa's layout evaluation ... 18

4. Capacity of each area and of facilities and equipment ... 20

III. Suggestion for improvement of physical environment in An Spa ... 23

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Picture 1. Logo of An Spa ... 5

Picture 2. Service portfolio of An Spa ... 7

Picture 3. Service price list in An Spa ... 8

Picture 4. Positioning Map ... 9

Picture 5. An Spa's decoration ... 10

Picture 6. Main entrance area at An Spa ... 13

Picture 7. Waiting table for customers ... 14

Picture 8. Uniform of An Spa staff ... 14

Picture 9. Floor 1 ... 16

Picture 10. Floor 3 ... 17

Picture 11. Capacity and DLU of hair washing process ... 23

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Table 1. Target market of An Spa ... 7Table 2. An Spa's layout evaluation table ... 20Table 3. Hair washing process time ... 22

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I. General introduction to An Spa 1. Development history


- Address: Lot 4-A9.4, 2/9 Street, Hoa Cuong Bac Ward, Da Nang, Vietnam - Opening hours: Monday to Sunday, from 8:30 AM to 10:00 PM.

- Hotline: 088 849 89 89

Picture 1. Logo of An Spa

- Viet AnGroup Corporation (VAG) was established on September 19, 2018, with a vision and goal to build a reputable and top-known service brand in the region. Since its inception, Viet AnGroup has continuously strived and invested to become one of the leading service conglomerates in Vietnam.

In 2018, Viet AnGroup proudly introduced the An Spa brand, offering Sauna & Massage services. It is a therapeutic spa where people can enjoy moments of relaxation after stressful days of work. An Spa quickly attracted the attention of customers and became a popular destination for those seeking relaxation and wellness.

With its captivating Champa architecture, An Spa is likened to a paradise for health, beauty, and soul care. This place is the ideal stop for you, your family, friends, loved ones... to come and enjoy the happiest moments.

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2. Target market and service portfolio2.1 Target market

Demographic Age Diverse, from 18 to over 50 years old

Family size 1 -2 people, 3-4 people, 5 or more

Occupation Professionals, businessmen, senior managers or pworking in the tourism and service industry, teachoffice workers, workers, sales staff, foreign tourists may have students..

Generation Generation X, Generation Y, Generation Z Nationality <sub>Mainly Vietnam, Korea and some other foreign… </sub>Psychographic Social class Upper middle class, Middle class, Lower cla

Working class, Tourists and Business Travelers, Heand Fitness Enthusiasts

Lifestyle Busy Professionals, Health Enthusiasts, LuxSeekers, Socializers, Wellness Advocates, Traveler

Personality traits

Like relaxing and serene, self care and beauty focu

Behavioral factors

Occasion Weekends, holidays, seasonal

User status Non-users, former users, potential users, users firstuser, regular user.

Usage rate Medium user

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Loyalty status

Moderate to strong

Table 1. Target market of An Spa

- Each of these customer groups has different needs and expectations, and businesses strive to create products and marketing messages that are appropriate for each of those groups. - Depending on the characteristics and needs of each customer group, An spa and massage is divided into many different types of massage, for example:

+ Traditional massage: People who work with high intensity: physical labor, sports activities…; Office workers interact with computers every day…; People with joint pain

+ Foot massage: Athletes and people who are active in sports often have to exercise vigorously; Office workers have to work a lot and exercise little.; People with bone and joint pain, aching legs, etc.

+ Hot stone massage: People who often suffer from insomnia and difficulty sleeping. People who sit a lot and are sedentary lead to excess fat being stored in the abdomen and thighs.; People who don't have time to practice sports; People at risk of bone and joint diseases.; Postpartum women want to regain shape and have a toned body.

2.2 Service portfolio

Picture 2. Service portfolio of An Spa

- Primary core service: Traditional massage, Foot massage, Bamboo massage, Hot stone massage, An massage, Thai massage, Couple massage, Hair washing service, 4 type sauna

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(soaking in traditional Red Dao herbal bath, steam bath, dry sauna, Himalayan salt stone sauna, jacuzzi bubble bath).

- Secondary core service: picking up hand/foot skin, painting gel on hands/feet, exfoliate and detoxify skin, detoxify the scalp, massage therapy, acupressure, An Restaurant - Auxiliary service:

+ Adding value: use shampoo with nutrients from biotin & collagen protein; condition hair with olive oil, macadamia oil, and argan oil.

+ Facilitating service: parking lot, welcome food & drink, free wifi, customer support, online appointment booking on website.

3.<b> An Spa’s positioning</b>

3.1 Service price list

Picture 3. Service price list in An Spa

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3.2 Positioning Map

Picture 4. Positioning Map

Cham Spa is spa treatment - the highest level among spas in Danang. This spa focuses on customers who are willing to pay a lot for care services and foreign tourist groups. At the bottom are local spas that do not focus much on space and marketing strategies. Their target customers are local customers. And An Spa is in the middle class, bringing very good experiences to customers but not as expensive as the spas above. But compared to the ranking, An Spa still leaves good impressions for customers about its special service quality.

Yellow is typically linked with warmth, joy, optimism, and positive energy. It can create a bright, cheerful, and lively space. This color often associated with wealth, abundance, and prosperity. Yellow is also helps the heart beat faster, blood circulates better, and helps during the massage process.

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When combined, the colors green and yellow can create a picture of nature, freshness, and happiness. Together, they can produce a relaxed yet vibrant space, full of vitality and brightness.

Picture 5. An Spa's decoration 3.4 Points of Differentiation

- Free 30-minute steam bath with any full-body massage service

- An massage: The special combination of Thai massage, traditional massage, and advanced techniques.

=> Bringing new treatment but very effective experiences and full care to make customers feel most satisfied.

4. Some features of An Spa and its services - Some features of the firm

<small>• </small> An Spa boasts a plethora of remarkable features that ensure a luxurious and rejuvenating experience for every visitor. Our facilities are unparalleled, with a state-of-the-art system of modern and fully equipped massage rooms that exceed industry standards, accommodating over 100 visitors per user.

<small>• </small> Moreover, our commitment to excellence is reflected in our service offerings. We pride ourselves on delivering standard, high-quality service that aims to create the most sublime moments for our guests.

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<small>• </small> The ambiance of An Spa is meticulously crafted to evoke a sense of serenity and tranquility. Designed in an ancient, peaceful architecture, our space serves as a sanctuary for relaxation, rejuvenation, and inner peace.

<small>• </small> Our dedicated staff members are the heart and soul of An Spa. Hospitable, devoted, and continuously striving to enhance their skills, our team ensures that every guest receives the utmost care and attention.

<small>• </small> In terms of amenities, An Spa leaves no stone unturned. With 38 standard body massage rooms, 3 foot massage rooms, and a range of specialized facilities including 2 Himalayan salt saunas, 2 wet saunas, 2 saunas, 57 Red Dao tobacco soaking tubs, and 2 Jacuzzis, we cater to all your care and beauty needs.

<small>• </small> Furthermore, our establishment features 22 An Hoa rooms tailored for associations and groups, along with 16 An Nhien rooms designed for individuals, guaranteeing moments of absolute relaxation and tranquility for every guest.

<small>• </small> Adding to the opulence of our spa experience is our high-class utilities. The An Spa restaurant, an impressively designed, cozy space, offers a delectable culinary journey. Our food court provides fast and nutritious meals to replenish your energy after a long day, with each dish on the menu boasting a delicate fusion of culinary styles, promising a unique gastronomic experience.

<small>• </small> At An Spa, we are committed to providing an unparalleled sanctuary where guests can indulge in the ultimate relaxation and rejuvenation experience, leaving them feeling refreshed, revitalized, and utterly pampered.

- An Spa also has some features of service:

<small>• </small> Traditional Vietnamese massage has been a cornerstone of wellness practices in Vietnam for generations. It encompasses a blend of professional therapies that have stood the test of time, providing relaxation and rejuvenation to countless individuals over the years.

<small>• </small> Bamboo massage, a unique offering, utilizes bamboo tubes and heated bamboo sticks to deeply penetrate and soothe tired muscles. This innovative technique combines the benefits of heat therapy with the therapeutic effects of massage, offering a truly rejuvenating experience.

<small>• </small> Originating in ancient India and refined in Thailand, Thai massage is a time-honored tradition known for its therapeutic benefits. This ancient practice incorporates

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stretching, compression, and pressure techniques to release tension, improve flexibility, and promote overall well-being.

<small>• </small> Hot stone massage takes relaxation to the next level by incorporating the healing properties of heated stones. As the therapist applies pressure using warm stones, the soothing heat penetrates deep into the muscles, melting away tension and promoting deep relaxation.

<small>• </small> Foot massage, another popular offering, targets key acupuncture points in the legs using a combination of techniques and essential oils. By stimulating these pressure points with hot stones and salt stones, foot massage not only relieves tension but also promotes balance and relaxation throughout the body.

<small>• </small> An massage, a signature treatment, offers a unique fusion of Thai massage, traditional Vietnamese techniques, and advanced therapeutic practices. This innovative approach combines the best elements of Eastern and Western modalities to deliver a truly holistic and rejuvenating experience for the body and mind. II. Physical environment at An Spa

1. Aspects of service environment 1.1 Ambient conditions - Lighting:

+ White lights in parking lots, waiting rooms, stairs, and elevators + Yellow light in shampoo room and toilet

- Temperature: quite cool, with air conditioner

- Color: brown, yellow, orange, green, mainly warm tones.

- Music: instrumental music creates a relaxing, comfortable atmosphere.

- Scent: the scent of lemongrass essential oil is gentle and not too strong, creating a feeling of relaxation and comfort

1.2 Signs, symbols and artifacts

- The An Spa’s sign is located right at the main entrance and on the wall at the reception desk. The logo is arranged the largest and brightest on the rooftop to help customers recognize An Spa from afar.

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Picture 6. Main entrance area at An Spa - Exit signs are located at the entrance and toilet area.

- Service price list and payment QR code are placed right at the waiting table for customers.

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Picture 7. Waiting table for customers

- Staff uniforms are simply designed to create comfort for ease of movement but still remain professional.

Picture 8. Uniform of An Spa staff 2. Spatial map

Nestled near the banks of Han river, An Spa is a tranquil oasis in the heart of the bustling city. Its prime location offers a peaceful retreat amidst the urban landscape, where guests can escape the hustle and bustle of city life. The gentle flow of the river adds to the ambiance, providing a soothing backdrop to the spa's serene en vironment. With its central position, guests have easy access to the city's attractions and amenities, yet feel a world away in this sanctuary of relaxation and rejuvenation.

- Separate the restaurant area, spa and waiting area, create space for airy space and closeness to nature, creating comfort for customers.

- Open space design, optimizing space and ensuring convenience, customers can easily locate each area: reception area, restaurant area, lobby area

An spa is meticulously designed with a modern layout and state-of-the-art facilities, ensuring a seamless blend of functionality and elegance.

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Upon entering, guests are greeted by a spacious and airy reception area adorned with sleek, contemporary decor. A soothing color palette of soft blues and greens, accented with natural wood elements, creates a calming ambiance.

The spa's layout is thoughtfully organized, with different sections dedicated to specific treatments and experiences. The lounge area features plush seating and tranquil lighting, inviting guests to relax before and after their treatments.

Moving further in, guests discover private treatment rooms, each uniquely designed for comfort and tranquility. Luxurious massage tables, draped with sumptuous linens, await guests for their rejuvenating sessions. Soft, ambient lighting and soothing music enhance the relaxation experience.

For those seeking a more communal experience, the spa offers spacious steam rooms and saunas. These modern facilities are equipped with the latest technology for optimal comfort and relaxation. Guests can indulge in the purifying benefits of steam or dry heat, enveloped in an atmosphere of serenity.

Additionally, each floor of the spa boasts a back-stage office area. Here, spa tools and ingredients are conveniently stored and prepared, ensuring efficiency and precision in every treatment.

The spa's modern amenities extend to its wellness facilities, including a fully-equipped fitness center with state-of-the-art exercise equipment. Guests can also enjoy a refreshing dip in the indoor pool, surrounded by floor-to-ceiling windows offering panoramic views of the city skyline.

In every corner of this modern spa, attention to detail is evident, from the carefully selected materials to the thoughtful arrangement of spaces. It is a sanctuary of relaxation and rejuvenation, where guests can escape the hustle and bustle of the outside world and immerse themselves in pure bliss.