Local and International Trends in Hospitality and Gastronomy

MARKETING RESEARCH OF MEDICAL AND HEALTH- IMPROVING SERVICES SANATORIUM “SMALL SALT”

Ekaterina Mukhortikova¹ and Victoria Sandrina² Saint-Petersburg State University of Economics, Russia Faculty of Service, Tourism and Hospitality
Department of Hotel and Restaurant Business

Introduction

In the modern world, when it is time for a warm summer, everyone wants to go on vacation to bask in the sun, to improve their health and also want to just spend time with benefits, relax body and soul. That is why many decide to spend their holidays in a sanatorium. The advantage of the sanatorium “Small salt” and any other is that it is not easy to relax in it but also to complete a full course of recovery.
People living in the megalopolis need ecologically clean air, bright sun, beautiful nature all this is the main restorative factors of sanatorium-resort treatment according to the profile of health improvement in the sanatorium “Small Salts”.
The object of the research is the sanatorium “Small Salts” to provide therapeutic and recreational services (treatment with therapeutic mud), operating in the Yaroslavl region. Purpose of the study: to study the decision-making process and the tools used by the consumer when choosing the sanatorium "Small Salts". Subject of study: therapeutic and health services – therapeutic mud.
We will be analyze the competitive environment, which begins with the identification of existing and potential competitors. Competitor analysis is presented in comparative Table 1.
Analyzing Table 1, we can say that the sanatoriums have several similar criteria:

1. 
   Sales strategy for products and services (market coverage strategy) is differentiated.
   

¹ Student, [e-mail]
² Scientific Director, [e-mail]

2. 
   Main sales channels: owned sales channels, internet site.
   
3. 
   Advertising and other methods of forming and stimulating demand:
   
   1. 
      Advertising on specialized sites
      
   2. 
      Advertising at tourism exhibitions
      
   3. 
      Creating loyalty programs (for example: the bonus system).
      

Table 1. Comparative analysis of competitors of the sanatorium, providing medical and recreational services