Hospitalidade dos spas na percepção do público masculino

• Ano de defesa: 2014
• Autor(a) principal: PADOVEZ, Fabiana
• Orientador(a): Torres, Ricardo de Gil
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Anhembi Morumbi
• Programa de Pós-Graduação: Programa de Pós-Graduação Mestrado em Hospitalidade
• Departamento: Universidade Anhembi Morumbi::Diretoria de Pesquisa e Pós-graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: Hotelaria; Hospitalidade; Spas; Consumidor; Público masculino
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS
• Link de acesso: http://sitios.anhembi.br/tedesimplificado/handle/TEDE/1657

The concern with beauty and well-being was practically a female exclusivity until recently. The emergence of administrative positions that require social skilled and good looking men, to deal with customers and suppliers has made these professionals began to realize that a well-groomed image could help them to grow within companies and even raise their salaries. Then, beauty and wellness services for the male audience, began being offered although in a timid and restricted basis. This market grew slowly until the 90s, when some men began to assume more openly this vanity. The metrosexual term was coined to refer to men more concerned with beauty than the average. The fact is that nowadays, even men who do not consider themselves metrosexuals, are more beauty conscious and became the new patrons of spaces for personal care. This study analyzes men perception of spas, and check if the structure of these establishments is prepared to receive this consumer appropriately and with hospitality. In the research, a group of 119 men were interviewed and 3 spas in the city of São Paulo were studied. The results show that these establishments are well prepared to receive the male audience and that men gradually cease to be sporadic customers to become spas customers, using, in particular, well-being the services.