Most successful businesses today, including massage spas, are attempting to obtain and maintain a competitive advantage in the market [1]. Businesses go to great lengths to adopt newer technologies, improve time management and productivity practices, and develop ever-more inventive services [2].

Globally, in the last two years, the spa market has witnessed very few new launches and very little innovation in the therapeutic arena. Treatment menus frequently overlook the increasing millennial demographic, holding new offerings for older customers only [3]. 35 percent of spa goers are millennials, thus it can only be believed that other nations are following a similar pattern, and whatever percentage is correct, and more millennials are visiting spas.

In the Philippines, spas have evolved into a powerful cultural force that influences not only how people manage their health, attractiveness, and stress, but also how they socialize, spiritualize, travel, and work. Globally, rising levels of money, education, and sophistication among visitors and consumers have significantly increased the awareness and desire for spa treatments [4].

In Davao City, studies about massage spas were mostly concentrated in customer satisfaction and loyalty, and one had been conducted with regards to innovative strategies, thus creating a research gap among researchers. In lieu of the above cited articles and in order to fill up the gap, the researchers wish to conduct deeper study about the massage spa’s innovation strategies to attract millennials based on the perspective of spa managers.

The British International Spa Association revealed that spa is an establishment that provides a minimum of one approved water-based treatment using water of known composition [5]. In contrast, only provides definitions of its four identified clusters: day; destination; natural bathing and related spa, without having a general definition, while that spa is a place aiming to improve health and physical condition [6,7].

Advancement systems are wellspring of upper hand for firms just as a vital hotspot for improved yield execution of administrations ventures [8]. Development as the recharging and amplification of the scope of items and administrations and the related business sectors; the foundation of new strategies for creation, supply and dispersion; the presentation of changes in administration, work association, working conditions and abilities of the labor force [9].

In a similar vein, organizational innovation is significant because it can give supportable upper hand [10]. Most organizations are looking with bounteous serious issues in their condition, and such issues are a result of fast changes in the earth, particularly mechanical changes. Right now, representatives need to utilize the intensity of inventiveness and advancement so as to adjust and keep pace with fast changes, product offerings, the executives’ practices and creation forms [11].

Promoting advancement is alluded to as development in marketing or new advertising techniques? with regards to key hierarchical conduct and examples. It was discovered that organizations zeroing in on either (a) item advancement, which in their model incorporates promoting development, or (b) brand ID outflanked those organizations zeroing in on either (a) productivity or (b) top quality help exorbitant cost methodologies [12].

When presenting process improvement, the organization basically starts with making a procedure definition. The association's capacity to accomplish process advancement relies upon a lot of parameters. For instance, on what generally technique or methodology the organization needs, their expense community, and how much the organization is locked in with the interaction development [13].

Business model innovation has a stronger connection to operating margin growth than any other type of innovation. Theoretical framework is anchored on the Business Model Innovation Framework of it outlines what needs to be achieved and how it should be done at various stages [14].

The researchers were making use of quantitative research using descriptive methods. The descriptive method aims to collect quantifiable data that can be used to analyze the population sample statistically [15]. Unique approaches, such as retrospective, case study, and survey analysis, may be used to perform descriptive research. Between these three, all major data collection methods are protected, providing a wealth of knowledge. This information may be useful for future research or even growth. Hypotheses of the research object. In this view, the descriptive survey method was an appropriate research design that was employed for the study entails to determine and take a closer look on the perspective of spa managers on innovation strategies to attract millennials.

The research informants in this study were selected managers of massage spas in Davao City. The researchers were using purposive sampling in which only managers of massage spas were selected as research respondents in the study.

The research instrument that was used by the researchers was an adopted survey questionnaire that was subjected to modification with the assistance from the research adviser.

Frequency was used in determining the actual number of the respondents based on their demographic profile.

Percentage was used in determining the ratio of the respondents based from their demographic profile in percentage form.

Average Weighted Mean (Mean) was used in determining the level of innovation strategies being implemented by massage spa in order to attract millennials.

ANOVA and T-test was used in determining the significant difference in the level of innovation strategies being implemented by massage spa in order to attract millennials when analyzed by profile.

In this chapter, the presentation, analysis, and interpretation of the research study “Massage Spa Manager’s Perspective on Innovation Strategies to Attract Millennials” are presented. Discussions of the topics were arranged according to the following subheadings: Level of Innovation Strategies being implemented by Massage Spa Managers in order to attract millennials, in terms of: Product Innovation, Organizational Innovation, Marketing Innovation, and Process Innovation Level of Innovation Strategies being implemented by Massage Spa Managers in order to Attract Millennials.

Table 1: Level of Innovation Strategies being implemented by Massage Spa Managers in order to Attract Millennials.

Table 2: Level of Innovation Strategies being implemented by Massage Spa Managers in order to attract millennials.

Overall 4.22   0.267         Very High

Massage spas have always utilized different innovation strategies to attract millennials. These included product innovation, organizational innovation, marketing innovation and process innovation. This was reflected in the general mean rating of 4.22, with a descriptive level of Very High. Table 2 presents the level of innovation strategies being implemented by massage spas. This was that innovation strategies are a root of competitive advantage for organizations as well as a main source for enhanced output production of services industries [8].                              

Organizational innovation is always practiced by massage spas to attract millennials with a mean rating of 4.44, with a descriptive level of very high. This entails putting in place a revenue management strategy and providing staff training. It was also explained that it provides a sustainable competitive advantage [10].

The mean rating of innovation strategies in massage spas was 4.36, with a descriptive level of Very High. Process innovation is the adoption of new or substantially enhanced manufacturing or distribution methods. The importance of process innovation as one of innovation strategy in business was emphasized [16].

The study demonstrated the connection between marketing developments in a business and a brand's or retailers increased competitiveness. The importance of marketing innovation was affirmed by the study which demonstrated that modern creative marketing has a positive effect on increasing revenue [17,18]. Also, the third highest indicator of marketing innovation with a mean rating of 4.16, a descriptive level of high.

Table 3: Independent samples t-test results showing the differences in the level of innovation strategies when analyzed by age.

*p<0.05

Findings revealed that there is no significant difference, which was manifested as a p- value of 0.178 is greater than 0.05. This implies that age is a non-determinant in creating differences in the implementation of innovation strategies when analyzed by age. Young and old managers of massage spas have the same perception of the level of implementation of innovation strategies. This implies that age is a non-determinant in creating differences in the implementation of innovative strategies, a study.

Table 4: Independent samples t-test results showing the differences in the level of innovation strategies when analyzed by sex.

*p<0.05

The findings revealed that there was no significant difference, as evidenced by a p-value greater than 0. 317. In this analysis, the significance level means that male and female managers of massage spas have the same perception of the level of implementation of innovation strategies. This implies that sex is also a non-determinant in creating differences in the implementation of innovation strategies and was supported by the study showed a lack of differences in innovative work behavior based on gender and education [19].

Table 5: Independent samples t-test results showing the differences in the level of innovation strategies when analyzed by educational attainment.

*p<0.05

Table 5 shows the significant difference in the level of innovation strategies being implemented by massage spas when analyzed by educational attainment. Findings revealed that there is no significant difference was manifested as p-value of 0.862 is greater than.05. This implied that educational attainment is also a non-determinant in creating differences in the implementation of innovative strategies. Also stated in their study that It's important to remember that there may be other factors that influence the relationship between intelligence and education [20].

Table 6: Summary of ANOVA for the level of innovation when analysed according to length of service.

   *p<0.05

 Table 6 shows the significant difference in the level of innovation strategies being implemented by massage spas in order to attract millennia’s when analysed by length of service. The findings revealed that there is no statistically significant difference, as evidenced by a p-value greater than.05. Means that, regardless of the length of service of the managers of massage spas, they also have the same perception of the level of implementation of innovation strategies. This implied that the length of service is also non- determinant in creating differences in the implementation of innovation strategies and was in contrast to the study that innovative work strategy and behaviour relate to how well they accomplish their tasks and the length of time [21].

This research study explored and determined the innovation strategies being implemented by massage spa in order to attract millennia’s. The discoveries of the investigation are summed up as follows: As far as the degree of innovation strategies being implemented by massage spa in order to attract millennials, it indicated that it is always being practiced and implemented specifically with regards to organizational innovation and process innovation, while it is oftentimes implemented through marketing innovation and production innovation.

In terms of significant difference in the level of innovation strategies being implemented by massage spa in order to attract millennials there were no major variations when the data was dissolved by profile in all indicators, across all demographic profiles of the surveyed [22-24].

Managers of massage spas in Davao City always practiced and implemented innovation strategies. Demographic profiles of managers of massage spas are non-determinants or non-factors in creating differences in their level of innovation strategies in order to attract millennials.

To Spa Operators / Managers, they should continue to practice and implement innovation strategies in order to attract customers, not just the millennial sector. Moreover, they may focus their innovation practices in the aspect of product or service innovation. This can be done by upgrading the physical environment of their business to create a more convenient and comfortable place for customers. Aside from this, they may also upgrade their facilities and amenities by providing unique design and decor that will get rid of the stress of the customer. Providing comfortable beds and thermal bath to make them feel more relaxed and sleep soundly and to make their skin soft and brilliant by incorporating state-of-the-art massage spa equipment.

To Hospitality Education Instructors, they may continue to impart knowledge to their students the importance of innovation strategies in business for this will create a more competitive, successful and sustainable business operation.

To Hospitality Education Students, they should continue to seek more knowledge about innovation strategies by reading books, surfing the net, conducting research, among others so as to prepare themselves in practicing their professions in the future.

To Future Researchers, they may continue to conduct studies or research by utilizing the data and information presented in this study as their reference, possibly in other research fields such as innovation strategies of hotels and restaurants.

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