Development of Amarta Detox Health and Wellness in Casa Amarta, Canggu, Bali

Murah, Ira Alfiani (2025) Development of Amarta Detox Health and Wellness in Casa Amarta, Canggu, Bali. Masters thesis, Politeknik Negeri Bali.

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Abstract

This project studies how the Development of Amarta Detox Health and Wellness by Casa Amarta, Canggu, Bali as a strategic business diversification initiative in the hospitality sector. The project aims to analyze and evaluate the development process of Amarta Detox Health and Wellness, and create a replicable development model for the integration of health and wellness in boutique hotels. This study adopts the POAC (Planning, Organizing, Actuating, Controlling) management framework to guide project implementation and applies the SERVQUAL model to measure service quality with five dimensions (Tangibles, Reliability, Responsiveness, Assurance, and Empathy). Using a mixed-method approach that combines quantitative data (monthly revenue reports, customer satisfaction scores) and qualitative insights (guest interviews, Google Reviews, and Focus Group Discussions with operational staff). The triangulation of these various data sources ensures a comprehensive and objective evaluation of project outcomes. The results of this study show that Amarta Detox has succeeded in increasing Casa Amarta's revenue, with wellness services that contribute steadily to the total business revenue and reduce dependence on accommodation sales. Service quality assessments show consistently high levels of guest satisfaction, especially in terms of therapist professionalism, facility standards, and treatment outcomes such as improved circulation, reduced bloating, and increased relaxation. Insights from the FGD inform a development strategy that emphasizes the expansion of the treatment menu, ongoing staff training, and targeted marketing to attract health-oriented travelers. The study concludes with a proposed outcome model for the development of health and wellness services in boutique hotels, which can serve as a reference for similar ventures in Bali's competitive tourism market. These findings contribute both practically, by providing Casa Amarta with an actionable growth strategy and academically, by enriching the literature on the development of health tourism using the integrated POAC and SERVQUAL framework.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Development of Health and Wellness, Wellness Tourism, Diversification, POAC, SERVQUAL Framework
Subjects:	Ilmu Sosial Humaniora > Ilmu Sosial
Divisions:	Jurusan Pariwisata > Prodi S2 Perencanaan Pariwisata > Tesis
Depositing User:	Ira Alfiani Murah
Date Deposited:	17 Sep 2025 00:38
Last Modified:	17 Sep 2025 00:38
URI:	https://repository.pnb.ac.id/id/eprint/21340

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