Health, Wellness and Tourism: healthy tourists, healthy business ...

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Table 1: Medical and Wellness Tourism Stakeholders Interviewed Criteria Description 1 Government - (F) Federal Government, (S) State Government or (L) Local Government.– F/S/L 2 Medical/Lifestyle Retreat 3 Tourist Attraction focused on medical and wellness tourism (i.e. hot springs facility) 4 Tourist Attraction associated with medical and wellness tourism activity (i.e. winery with spa attached) 5 Accommodation provider offering spa facilities 6 Spiritual retreat 7 Commercial business associated with medical and wellness tourism (i.e. specialist travel agent, spa treatments and products, spa brand, industry magazine) 8 Medical and wellness tourism industry association 9 Medical tourism provider 10 Commercial business associated with medical tourism (i.e. specialist travel agent, industry magazine) 11 Facility offering medical tourism services (i.e. hospital) 12 University offering courses on medical and wellness tourism/medical tourism/wellbeing 13 Destination development organisation Analysis of Secondary Data The interview data was supplemented by an analysis of secondary data, encompassing: (1) International Visitor Survey (IVS) (Tourism Research Australia, 2009b); (2) National Visitor Survey (NVS) (Tourism Research Australia, 2009c); (3) Assorted results from the Holiday Tracking Survey (HTS) (Roy Morgan Research, 2009); (4) The ISPA 2008 Global Spa Consumer Study (Research International, 2009); (5) The Global Spa Economy (Global Spa Summit, 2008); (6) Assorted results published by the market research company Intelligent Spas (Intelligent Spas, 2006, 2008a, 2008b); and (7) Medical Tourism: Consumers in Search of Value (Deloitte, 2008). Results This section of the paper provides a market and industry analysis and discusses potential areas for future research. Market Analysis - Medical Tourism Australia currently offers very little in the way of targeted medical tourism services, although the NVS, the most conservative estimate, suggests that over a three year period 2006 – 2008 there was an average of 1.04 million domestic overnight trips per annum that were health related, while the IVS provides an estimate of 7,000 inbound trips per annum on average over this period which were for medical reasons. It was suggested by one participant that the market potential for medical tourism could be massive in Australia: I don’t know of another industrial opportunity in Australia that could provide $7 billion to the GDP, if we took a two to three per cent share of an Asian corridor stake in a market. That’s data that’s 12, 18 months old now, and the game has moved on
significantly from there, so if the market’s double the size, the opportunity [could be also]. Some of the potential opportunities for developing this market, identified in the stakeholder interviews, include focusing on niche medical strengths such as fertility treatments, bariatics (lapband surgery) and cardiology. This is the approach adopted by the Cairns Fertility Clinic, with its IVF services. Australia’s quality medical care extends ‘up and down stream’, including services such as pathology, radiology and physiotherapy (Towart, 2008). Other important success factors identified through the stakeholder interviews include developing purpose-built private facilities and infrastructure, such as the Cairns Fertility Clinic, and promoting the quality, rigorous standards and patient-focus of the Australian health system to an international audience, particularly from the United States, where the culture is similar to that of Australia and prices are lower, even with the recently strong exchange rate of the Australian dollar against the US dollar. As one participant observed, there might be a parallel with the growing popularity of Australia as a destination for higher education: Where are the main people coming [to Australia] for education [from]? China, India and other areas. Why are they coming here? Perceived value, safety, personal safety, cultural safety … So I think those are messages that North Americans will resonate to. Potential barriers to success include lack of government support and community misconceptions that this type of industry might reduce local access to public healthcare services. The marketing effort, both domestically and internationally, needs to be consistent and coordinated, as illustrated by the following quote: I would love to see a parallel to the education industry, where we’ve got a funded body that goes out and competes with other government sponsored entities. SingaporeMedicine has been set up by the Singaporean Government. It’s got input from the tourism and medical industries and the Government, It’s entire [focus] is to go out there and promote Singapore as a holistic [medical tourism] package. What we have right now [in Australia] are all these well intentioned private initiatives that … collectively aren’t working together to go and do it. So it has to be coordinated. Industry Analysis – Medical Tourism Australia does not yet offer medical tourism services in a systematic and organised way, unlike established medical tourism destinations such as India, Thailand and Singapore in Asia and Hungary in Europe (Henderson, 2003; Laing & Weiler, 2008; Smith & Puczkó, 2008). Towart (2008) suggests that Australia should focus on developing ‘centres of excellence’ around specialisations. These services could be offered by distinct facilities as a ‘one-stop shop’. A few niche product offerings currently exist in Australia, as identified in this study. For example, some hotels have collaborated with hospitals for post-natal care, such as the Little Luxuries program run by the Crowne Plaza Coogee Beach in conjunction with the Prince of Wales Private Hospital (Voigt & Laing, in press). The Cairns Fertility Clinic has built its own accommodation within the medical facility, but has also developed packages for medical tourists with local accommodation providers such as the Rydges and Shangri-La hotels (Carter, 2009).
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Health, Wellness and Tourism: healt
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Acknowledgements TTRA Europe would
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Kai Illing, Professor, Joanneum, Au
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ELISABETH IXMEIER Elisabeth Ixmeier
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Health and Spa Tourism Business: To
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Literature Review Health and Spa To
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Yoon & Uysal (2005) stated that pus
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Push factors Internal motives - phy
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Respondents were the international
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Perceptions, learning and attitudes
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Table 2 Themes of Motivation Factor
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elaxation as this is generally the
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Oh, H. C., Uysal, M. and Weaver, P.
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According to Ajzen, “persuasive c
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Behavioural Control: Workload Lack
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A Case Study of Innovative Wellness
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RP Care is an innovative modular ex
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The introduction of its modular bus
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UNDERSTANDING THE IMPACT OF LEISURE
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development but, three years later,
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Hamer, D., & Connor, B. (2004).Trav
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URBAN ZEN - AND HOW TO EXPLORE THIS
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Health Tourism - The SPA Goers in P
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Whether we opt for more realistic s
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focused on the paradigm of wellness
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immediately followed by specific ho
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particular reference must be made o
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Tabbachi, M. (2008), “American an
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tourism is a lucrative activity for
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Functional value Functional value i
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“Before my operation, I did exten
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The table below recapitulates the m
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Herrick, D. M. (2007). Medical tour
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Cosmeceuticals in wellness tourism
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will replace chemical materials; ad
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Issues in Co-branding and Co-creati
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producers of the cosmecuticals to a
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Lee, C. L. & Decker, R. (2008). A s
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scheme, although this theoretically
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study identifying the motivation of
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highlighted by Folland et al (2001)
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ackgrounds is expected to accomplis
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Understanding mature traveller’s
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attention to the mature travellers
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Table 1 Travellers’ demographic p
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• To distinguish spring and spa t
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Budapest’s thermal spas on screen
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Budapest as film location The power
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Usually viewers attach an icon to t
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In the second part of the questionn
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Riley R. & Van Doren C. (1992) Movi
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health as “a state of complete ph
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how much exercise they get. Two-thi
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arts, comedy clubs and festivals) w
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The use of the internet in wellness
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The main characteristics of Portugu
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29 Termas de Unhais da Serra 30 Ter
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ongoing consumer and industry resea
Page 117 and 118: Name Table 2. Spa websites analysed
Page 119 and 120: more than a handful of links were o
Page 121 and 122: Health Spa and Wellness - Competiti
Page 123 and 124: The Czech Republic is rich in spas
Page 125 and 126: Foreign Exchange Receipts and Expen
Page 127 and 128: the total fertility exceeded the va
Page 129 and 130: 1. Waters - the internal and extern
Page 131 and 132: • N - Postoperative and posttraum
Page 133 and 134: Foreign guests at accommodation fac
Page 135 and 136: Table 6 shows the number of guests
Page 137 and 138: M. Zuckerman defines wellness as pr
Page 139 and 140: Today´s health spa hotels are most
Page 141 and 142: without spa facilities and service
Page 143 and 144: Ten Spa Domains. Downloaded from: h
Page 145 and 146: customer is value, which at each gi
Page 147 and 148: experiences that renew the spirit.
Page 149 and 150: eigenvalue 3.668, function 2 explai
Page 151 and 152: The results of this study support t
Page 153 and 154: Smith M, & Puczko´ L (2009). Healt
Page 155 and 156: and Bushell (2009, 11) have defined
Page 157 and 158: listed reasons in more general leve
Page 159 and 160: One 54 (13.3) Yes 180 (44.3) 2-4 21
Page 161 and 162: Discussions and Conclusions The aim
Page 163 and 164: Kelly, C. & Smith, M. (2009). Holis
Page 165 and 166: While wellness tourism in Australia
Page 167: Cairns, which has been suffering fr
Page 171 and 172: Other factors raised by participant
Page 173 and 174: Connell, J. (2006b). Medical touris
Page 175 and 176: The Impact of a Festive Event on Re
Page 177 and 178: The mission of the World Acadian Co
Page 179 and 180: Table 1 Positive social impacts of
Page 181 and 182: The Acadians’ quest for pride and
Page 183 and 184: Ap, J., & Crompton, J. (1998). Deve
Page 185 and 186: and other characteristics of the ho
Page 187 and 188: Figure 1). Many of the hotels take
Page 189 and 190: Target groups As shown in Figure 2,
Page 191 and 192: to have an influence on these corre
Page 193 and 194: Purification 11 Application of alte
Page 195 and 196: Mueller H. and Lanz-Kaufmann E. (20
Page 197 and 198: The term multidimensional scaling (
Page 199 and 200: Figure 3 shows the split of bednigh
Page 201 and 202: Note: Objects: 32. Proximities: 496
Page 203 and 204: Group one account for 37% of the va
Page 205 and 206: Measurement of Tourism-oriented Asp
Page 207 and 208: Social indicator systems Social ind
Page 209 and 210: 1999/2000, Table 1. presents the me
Page 211 and 212: However, according to Table 1, it a
Page 213 and 214: Since the TSTAR database does not h
Page 215 and 216: the hundred happiest settlements re
Page 217 and 218: Managing Cost, Revenue and Yield in
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Method: A Case Study Approach The a
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methodologies, and educational trav
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and times the data was collected, F
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SALA RIES AN D W AGES 18.17% PROFES
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Table 11 Treatment and revenue rate
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Measurement of the Economic Impacts
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o The macro and micro environment r
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Employment impacts During our analy
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• The examined wellness hotels we
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Total number of available beds (acc
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• Our analysis showed that new jo
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City of Budapest is seen as a touri
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of the area will also grow by marke
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of the case studies will be present
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The water is radio-active and conta
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Conclusions In our changing environ
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no exception. Already, patients are
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Data regarding levels of training o
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Figure 2 - Graph showing price will
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Table 13 - Typical hospital costs f
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that people willing to pay slightly
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Continue follow-up care in the UK F
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HEALTH TOURISM IN IZMIR: POTENTIAL,
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• Service provided within the ins
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Table 2 - SWOT Analysis of Health T
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16. Increasing interest in alternat
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APPENDIX 1 Interview Questions 1. M
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point of view it means wholeness as
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Men Women International Playboy, Me
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elderly wanted to look like, to act
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Table 4. The number of experienced
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emains an open question when the sh
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Most important criteria when bookin
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The study investigates the performa
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The survey was distributed to 400 u
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Conclusions and Discussion In this
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A Comparative Analysis of Spa Touri
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year-long Ottoman occupation: the T
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although unintentionally, represent
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separated and I don't like being st
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Creighton, M. (1997): Consuming Rur
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Does tourism really contribute to o
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Africa (mainly Cape Verde, Angola a
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The theoretical significance of und
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Veenhoven (2005:61) “quality-of-l
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Brunt and Courtney (1999). Brunt, P
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Expectations of Health Tourists in
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40%). Only those guests were includ
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accommodation, meals and health off
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Exploring The Relationship Between
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proposed at 1975 by Cskiszentmihaly
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Table 1 Participant information ana
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Table 3 Well-being analysis result
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Csikszentmihalyi, M.,(1990), Flow:
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evident in Ancient Greece and Rome.
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Resort spas - Sometimes called ‘a
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analytic model has several methodol
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From this survey, we selected sever
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Gulliver in the land of giants? The
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emergency cases. As the commonly kn
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Figure 1. The main factors of quali
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Surgical medical touristic market T
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• Seamless services: The professi
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of price-advantage segment. Due to
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Appendix 1. The characteristics of
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Appendix 2. The characteristics of
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Introduction Arguments for the need
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The DOSTWELL Wellness Quality Seal
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The statistics obtained from the su
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Table 1 Sample of the Classificatio
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Goebel, G., Kapfensteiner, C., Wenz
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interest activity and health and we
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performance calls for a unity of wi
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Table 2 - Learning Commitment Analy
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higher the tourists satisfaction in
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supporting factors and resources, d
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Sustainable Wellness Tourism Destin
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In tourism marketing Savonlinna has
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The role and actions of Savonlinna
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Haaga-Helia (2010). DP in Experienc
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Hall, M. (2003) Spa and Health Tour
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excellent capabilities. Despite of
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Australian Wellness Tourism Provide
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thrills and excitement which someti
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The actual responses were compared
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therapies such as Feldenkrais, acup
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Table 2: Average Number of Employee
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As expected, Day Spas and Beauty Sp
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Snoj & Mumel, 2002). Furthermore, r
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Cooper, C. P., Fletcher, J., Noble,
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The Exploration of the Perceived Tr
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The key question in market segmenta
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significantly from each other. Ther
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Table 3 Cross-table of Background o
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4. Travel benefit perception reflec
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http://www.oxfordreference.com/view
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summary or as a commonly accepted b
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Third, these proxy prototypes were
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Table 2 Main travel purpose of the
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Table 4 Non-response shares for des
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Figure 1 Image positions of five As
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Figure 2 Image positions of five Eu
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piecemeal hypothesis and an undiffe
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Taasci, A.D.A. and Kozak, M. (2006)
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Among the economic factors determin
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The demographic profile of the dent
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The main part of the tourists’ ex
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Interview II was with the Chief Den
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anchor point of the dental tourism
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The country itself could profit muc
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Appendix
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