Business Strategies in the Women’s Spa Industry in Taiwan: A Case Study of Bonjomay Spa

The global spa industry is expected to exceed US$185 billion by 2030. This study investigates how spas can respond to competition and risks and operate sustainably.

Despite advances in technology, beauty spas cannot avoid direct person-to-person contact. Such contact is necessary to convey service value and establish trust. This study uses a case study method to share the key success factors of the case company. The company examined in this case study is able to flourish despite fierce competition and survive the effects of the COVID-19 pandemic because (1) the company effectively integrates its founding mission into its corporate vision to create a resilient corporate culture and (2) the company is committed to treating its customers and employees sincerely and kindly.