RESEARCH PROPOSAL

GROUP 13: 1. Trinh Khanh Linh - 11193070 - Leader

2. Nguyen Huong Giang - 11191430
3. Nguyen Minh Thuy - 11195036
4. Nguyen Thi Hoang Nhung - 11194062
5. Do Duc Viet - 11195777

TABLE OF CONTENTS
I. Introduction
1. Background Information
2. Research Problem
3. Objectives
4. Required Information
● Secondary Data
● Primary Data
II. Research Designs and Methods
1. Research Type
2. Data Collection Methods
3. Research Sample
III. Implications and Contribution to the Business
IV. Schedule
V. References
 I. Introduction
1. Background Information
Yoga is becoming more popular not only in Cambodia, but also around the world.
With the rise in the standard of living and people's growing awareness of the value of
health and fitness, an increasing number of people are turning to yoga to find balance
in their physical and mental health.
Krama Yoga was established in 2010, is Cambodia’s only yoga Non-Government
Organisation (NGO) and longest running public yoga studio. Krama Retreat is a yoga
retreat destination as a social enterprise. The place chosen for this project to operate
is a prime riverside location in Teuc Chhou, Kampot that is becoming an increasingly
popular attraction for a variety of international and local tourism. Krama Yoga exists
to support personal transformation, empowerment by offering yoga and life skills to
children and adolescents (poverty, abuse, addictions, or lack of familial support). It
provides gainful and fulfilling careers for the core team members and aims to create
future employment opportunities for other young people.
2. Problem statements
The project researches overall concept testing, competitions, marketing
communication and business processes. From there, providing information to help
businesses develop a marketing plan and business analysis.
3. Objectives of the research
- Target audience research: finding out about motivation of international yoga
teachers. Also know about the challenges in yoga business development and
marketing communication.
- Competition research: Searching competitor information to find out and
compare the strengths and weaknesses of Krama Retreat. Thus helping
managers to operate their businesses
→ Based on customer and competitor research, the team offers solutions to help
businesses motivate yoga teachers to book Krama Retreat as a destination for

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international retreats. Besides, managers can build marketing communication to reach
target audiences and operate their businesses.
4. Required Information
● Secondary Data
- Customer Psychographic: “price conscious” (Industry report - p14,15)
+ People aged 24 and under: health-conscious teenagers and young

adults → this market has fallen as a share of industry revenue over the

period

+ People aged 25 to 44: people that are generally in full-time work

with higher discretionary incomes → this age bracket’s share of

industry revenue has declined over the past five years.

+ People aged 45 to 64: people with high discretionary income →

Participation from this market has remained stable over the past five

years.
+ People aged 65 and over: This market is forecast to grow as a proportion
of industry revenue over the next five years given the ageing Australian
population and the large number of baby boomers moving into
retirement.
- Customer Expectations and Motivations (GWI - p10,29)
+ Primary wellness travelers (motivated by wellness to take a trip or
choose their destination based on its wellness offerings)
+ Secondary wellness travelers (seek to maintain wellness or engage in
wellness activities during any kind of travel)
- Customer Behaviors (Yoga Tourism as Niche/ Wellness - p7)
+ In terms of trip characteristics, almost half of the respondents travelled
with friends ( 47.8%), while 27.5% travelled solo.
+ On average, respondents had taken 2.54 yoga trips in the past five years.
- Yoga Tourism Motivations (Yoga Tourism as Niche/ Wellness - p7):

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 (1) seeking spirituality; (2) enhancing mental well-being; (3) enhancing
physical condition; ( 4) controlling negative emotions
- Customer Structures
+ Wellness tourism visitors: mainly women - especially spa visitors, 30s or
40s, travel with friends or in groups, prefer short stays, often of
middle/higher educational and income groups (Wellness Tourism
Motivations - p3)
+ Horitric yoga - women between 30s and 50s, with a high level of
education, above-average wages (Journal - Yoga tourist profiles - p7)
- Competitors:

● Primary Data
The questionnaire will comprise primary data and will primarily capture the
following information:
- Demographic information: gender, age, nationality, occupation, income, etc in
order to divide target audience into specific groups in secondary data.
- Psychology information: interest, hobbies, behavior, etc.
- Questionnaires for online research and in-depth interviews provide audience
questions about features of Krama Retreat (place, price, service, etc)
- Audiences’ suggestions which can help create a good Retreat.
- Similar with data of competitors: focus on their customers’ experience.
II. Research Designs and Methods
1. Research Type: Qualitative research and Quantitative research
2. Data Collection Methods
After determining the study's target market, the team will collect primary data in
order to obtain research results. Primary data will be acquired from two groups of
people: Target audiences (international yoga teachers and yoga tourists) and
Competitors. Questionnaires will be designed and include different types of

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questions suitable for each group of people. Following are some qualitative and
quantitative research approaches our team propose:
2.1. Quantitative research
- About target audience :
● Make advantage of Google Form to design a questionnaire.
● Post the questionnaire onto Reddit or yoga groups on Facebook.
● Send the questionnaire via Email to the target audience.
- About competitors: Our team identifies and reaches the people who fill in our
questionnaire as the customers of the competitors. The questions will focus on
finding out information that the customers of Krama Retreat’s rivals can
provide such as their experience, the cost they have to pay, etc.
2.2. Qualitative research
- About target audience:
● In-depth interview: Ask open-ended questions for survey respondents
● Observation: Observe how they think and answer questions, their
selection of yoga retreats
● Focus group
- About competitors: Ask open-ended questions like "What yoga retreats do you
know?", "Have you ever experienced yoga services at the center?", etc. then
conduct in-depth interviews to get more information about competitors.
3. Research Sample
- Research population: International yoga teachers who are finding a place in
Australia for teaching; yoga tourists in Australia and customers of competitors.
- Research sample size:
+ Total members Yoga Australia: around 5000
+ Method: Simple random sampling
+ Sample size: 250/5000 (5% of total)
III. Implications and Contribution to the Business
- Clarifying the necessary information about motivations of customers,
competitions to help businesses build marketing strategies

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 - Create a basis for making proposals to solve the management challenges that
businesses are facing
IV. Schedule

Sqq Task Execution Time Note

I. Designing research project (6/2021)
1. Filter secondary data→ Define 7/6 - 13/6/2021
research problem
2. Research, complete and present 14/6 - 23/6/2021
research proposals to businesses
3. Revise, approve proposals to 23/6 - 25/6/2021
develop research tools
4. Design of questionnaires and 25/6 - 30/6/2021
information collection tools
II. Collecting Data (7/2021)
1. Quantitative research (demo) 2/7 - 12/7/2021
2. Qualitative research 2/7 - 12/7/2021
3. Editing and finishing questionnaire 12/7 - 14/7/2021
4. Publication of the questionnaire 15/7 - 31/7/2021
III. Analysing Data (first half of 8/2021)
1. Filter valid data 1/8 - 3/8/2021

2. Encrypt and run data on SPSS 3/8 - 7/8/2021

software
3. Read the data and apply into the 7/8 - 10/8/2021
research report
4. Get comments to amend and 11/8 - 14/8/2021
complete the research report
IV. Final Report (15/8/2021)
1. Promulgating final research report 15/8/2021

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V. References
1. IBISWorld (2018), “Pilates and Yoga Studios in Australia”, La Trobe
University
2. Global Wellness Institute - GWI (2018), “Global Wellness Tourism Economy”
3. Xinran Y. Lehto , Sally Brown , Yi Chen & Alastair M. Morrison (2006),
“Yoga Tourism as a Niche Within the Wellness Tourism Market”, Tourism
Recreation Research
4. Catherine Kelly (2012), “Wellness Tourism: Retreat Visitor Motivations and
Experiences”, Tourism Recreation Research
5. Jane Ali-Knight & John Ensor (2017), “Salute to the sun: an exploration of
UK Yoga tourist profiles”, Tourism Recreation Research
6. SCRIBD (2021), “Marketing Research Report - Krama Retreat”, retrieved on
June 12th, 2021, from
<https://www.scribd.com/document/503324847/Marketing-Research-Report-
Krama-Retreat>
7. Bowers, H., & Cheer, J. M. (2017), “Yoga tourism: Commodification and
western embracement of eastern spiritual practice”, Tourism Management
Perspectives
8. Norman, A., & Pokorny, J. J. (2017), “Meditation retreats: Spiritual tourism
well-being interventions”, Tourism Management Perspectives
9. Buckley, R., & Westaway, D. (2020), “Mental health rescue effects of
women’s outdoor tourism: A role in COVID-19 recovery”, Annals of Tourism
Research, Australia