Development of Core Competencies in the Wellness & Spa Services in the Digital Economy

DOI

10.2991/aebmr.k.200502.192How to use a DOI?

Keywords

core competencies of the organization, digital technology, Wellness & Spa complex, strategy, management, competitiveness

Abstract

The development of a modern Wellness & Spa complex should be based on strategic planning, it should be susceptible to the external and internal challenges of global society and digital technological processes, as well as in identifying key competencies of Wellness & Spa organizations that will not only strengthen their financial condition, but also outline ways for sustainable and effective development. The paper defines the principles of organizing Spa medicine at a Wellness & Spa institution in the context of digitization, as well as the factors that determine the attitude of a Wellness & Spa organization to the healthcare system. Due to the fact that the activities of the Wellness & Spa organizations are related to the service sector, the key element in the process of managing the organization is the personnel, which becomes part of the service provided. In order to prepare and to maintain highly motivated, customer-oriented personnel, a Wellness & Spa organization needs to create a corporate culture that will become an integral strategic tool to achieve the organization’s long-term goals, a way to increase its competitiveness, and the quality of services provided. The methodological part of our study is shaped on the concept of resource theory, the basis of which is the analysis of the strengths and weaknesses of the organization, as well as the search for core competencies that make up its competitive advantage. Taking into account the provisions of the resource theory and the main scientific developments by K. K. Prahalad and G. Hamel, we have developed a map of the core competencies of the Wellness & Spa organization’s competitiveness. The essence of the core competencies map for the Wellness & Spa organization’s competitiveness is to define a set of unique competitive advantages that form the core competencies and key products of the industry, which together create a business line, which further allows the formation of the final product of the Wellness & Spa organization in the context of digital technology diffusion. The advantage or benefit received by the consumer of the Wellness & Spa services is a criterion for the quality of treatment and recreation, which are confirmed by the methods of objective examination and perceived by the consumer subjectively.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - N. Simchenko
AU  - A. Yanovskaya
PY  - 2020
DA  - 2020/05/05
TI  - Development of Core Competencies in the Wellness & Spa Services in the Digital Economy
BT  - Proceedings of the 2nd International Scientific and Practical Conference “Modern Management Trends and the Digital Economy: from Regional Development to Global Economic Growth” (MTDE 2020)
PB  - Atlantis Press
SP  - 1160
EP  - 1165
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200502.192
DO  - 10.2991/aebmr.k.200502.192
ID  - Simchenko2020
ER  -