Women’s Conceptualizations of Spa Visits: Something Just for Me

摘要: This study explores women’s conceptualizations of their spa visits, the meaning holds for women, and motivations to visit. Our employs a qualitative methodology, using Grounded Theory. Individual, semi-structured interviews were conducted with 4 customers living in Northeastern United States. All taped field notes taken. Transcripts coded examined emerging themes, which then compared extant theory. Results our illuminated three key meanings that women ascribed visits: Identity Formation, Resistance Against ‘Ethic Caring,’ Friendship Building. Managerial implications are discussed.