The Value Creation in Self-Assets of Freelance Yoga Teachers

Abstract

This research aimed to analyze self-assets, synthesize freelance yoga teachers’ self-assets value creations of freelance yoga teachers. The research was conducted by synthesizing the research conceptual framework from the concept of creating value together with the concept of resource exchange, marketing theory, service business management and human resource development. The study was qualitative research. The informants who gave important information consisted of freelance yoga teachers. The data were collected with in-depth interview, participant and non-participant observation methods and focus group. The data were then synthesized and analyzed with content analysis, and presented with descriptive statement. The results indicated that self-assets of individual freelance yoga teachers included skills, capability, resources used for value creation, goal and the expectation of value creation. The value creation process, associated with independent yoga teachers, yoga business owners and yoga practitioners who participated in different roles in order to mutually create the process of value creation of yoga teaching, consisted of service management and interaction of providing services. Interaction of providing services and creating a space of mutual value creation to achieve the results obtained from value creation consisted of career survival, relationships reciprocation, self-asset increase, value creation accomplishment, value creation fulfillment and self-assets’ value maintenance.