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

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A semi-structured interview was conducted with the owner/manager and head receptionist regarding personnel policy and the spa’s performance. Information was also gathered on occupation levels, treatment durations and pricing. The questionnaire was also explained in detail and then given to the head receptionist to complete and return at the next meeting to collate quantitative data. The questionnaire was comprised of two sections. The first section covered the spa’s data for specified periods (a Monday and Friday between 9:00am and 11:00am, and 1:30pm and 3:30pm in one week in July, September and November 2009 respectively). The data included the number of treatment rooms, the number of available therapists, the total possible hours to be sold, the number of clients, and information regarding performance at those times. The second section dealt with the clients: gender, age, residence, their time and price sensitivities, day of reservation, attendance, and preferred treatments. Fourth step In the fourth step information was gathered regarding the products’ cost structure (revenues, direct expenses – labour, professional products and supplies – and treatment contribution), and then a product to which a discount could be applied was identified. This information gathering approach is modelled on the Uniform System of Financial Reporting for Spas, developed in 2005 by Schmidgall, which provides a uniform system for spas around the world to accurately and efficiently manage and control their accounts. The identified product was advertised on day spa Valentino’s website, and a notice put in each of the treatment rooms and at reception. Fifth step On 1 st February 2010 the study test began. Further meetings were then held with the owner/manager and the head receptionist to find out about the test’s progress and to conduct a comparison of the spa’s performance in the same month of the previous year. Sixth step In the final step a further focused interview was held with the owner/manager to collect the test results and discuss the process. In order to consider the case study in a larger context, information was also gathered regarding the Italian wellness market, particularly characteristics of competitors and their performances. Findings Day spa Valentino started its activity in 1984. It was originally located in a small premises in Cagliari with a total capacity of 4 treatment rooms and 3 therapists. The business expanded in 1998 to its current premises, due to an increase in clientele numbers, and to offer services in a larger, more comfortable environment, avoiding lengthy appointment waiting times. The new premises has a fixed capacity of 12 treatment rooms, each available from 9:00am to 8:00pm, Monday to Saturday. The number of therapists changes throughout the year, with an increase in spring/summer, and a decrease in autumn/winter. Services offered vary from facial and body treatments, to different types of massage, sauna, solarium and make-up. In discussion with the owner/manager, a number of best practice competitors were identified, all of which are based in mainland Italy and are the top day spas in the country. Day spa Valentino is a well-regarded spa and considered one of the most prominent day spas in Sardinia. Information about the competitors revealed that in the Italian market few spas apply discounted pricing policies, instead using research into products, services, techniques and
methodologies, and educational travel (workshops and seminars) to maintain and grow their businesses, as does the owner/manager of day spa Valentino. The owner/manager also reported that in her opinion the day spa industry in Italy is in a good state of health due to the tendency of owners to also undertake the roles of manager and therapist, their competencies, creativity and innovation in this field, and the propensity of Italian women to spend time and money on maintaining and improving their appearance. The case study findings can be subdivided into the following sections. 1. Demand data. 2. Pricing policies. 3. Cost structure. 4. Performance data. Demand data The following tables show the customer demand details for the three months specified in the study – July, September and November 2009. Table 1 Total customers: male/female segmentation 9:00- 11:00 Monday 1:30- 3:30 JULY SEPTEMBER NOVEMBER Male Female Male Female Male Female / 100% / 100% / 100% 10% 90% 16.7% 83.3% / 100% Friday 9:00- 11:00 1:30- 3:30 / 100% 23.1% 76.9% / / 100% 100% 60% 40% 12.5% 87.5% Table 2 Total customers: resident/non-resident segmentation 9:00- 11:00 Monday 1:30- 3.30 Friday 9:00- 11:00 1:30- 3:30 JULY SEPTEMBER NOVEMBER Resident Nonresident Resident Nonresident Resident Nonresident 100% 0% 100% 0% 100% 0% 100% 0% 100% 0% 100% 0% 100% 0% 100% 0% 100% 0% 77% 23% 84.6% 15.4% 100% 0%
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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
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Name Table 2. Spa websites analysed
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more than a handful of links were o
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Health Spa and Wellness - Competiti
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The Czech Republic is rich in spas
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Foreign Exchange Receipts and Expen
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the total fertility exceeded the va
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1. Waters - the internal and extern
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• N - Postoperative and posttraum
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Foreign guests at accommodation fac
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Table 6 shows the number of guests
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M. Zuckerman defines wellness as pr
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Today´s health spa hotels are most
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without spa facilities and service
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Ten Spa Domains. Downloaded from: h
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customer is value, which at each gi
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experiences that renew the spirit.
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eigenvalue 3.668, function 2 explai
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The results of this study support t
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Smith M, & Puczko´ L (2009). Healt
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and Bushell (2009, 11) have defined
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listed reasons in more general leve
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One 54 (13.3) Yes 180 (44.3) 2-4 21
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Discussions and Conclusions The aim
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Kelly, C. & Smith, M. (2009). Holis
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While wellness tourism in Australia
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Cairns, which has been suffering fr
Page 169 and 170: significantly from there, so if the
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
Page 219: Method: A Case Study Approach The a
Page 223 and 224: and times the data was collected, F
Page 225 and 226: SALA RIES AN D W AGES 18.17% PROFES
Page 227 and 228: Table 11 Treatment and revenue rate
Page 229 and 230: Measurement of the Economic Impacts
Page 231 and 232: o The macro and micro environment r
Page 233 and 234: Employment impacts During our analy
Page 235 and 236: • The examined wellness hotels we
Page 237 and 238: Total number of available beds (acc
Page 239 and 240: • Our analysis showed that new jo
Page 241 and 242: City of Budapest is seen as a touri
Page 243 and 244: of the area will also grow by marke
Page 245 and 246: of the case studies will be present
Page 247 and 248: The water is radio-active and conta
Page 249 and 250: Conclusions In our changing environ
Page 251 and 252: no exception. Already, patients are
Page 253 and 254: Data regarding levels of training o
Page 255 and 256: Figure 2 - Graph showing price will
Page 257 and 258: Table 13 - Typical hospital costs f
Page 259 and 260: that people willing to pay slightly
Page 261 and 262: Continue follow-up care in the UK F
Page 263 and 264: HEALTH TOURISM IN IZMIR: POTENTIAL,
Page 265 and 266: • Service provided within the ins
Page 267 and 268: Table 2 - SWOT Analysis of Health T
Page 269 and 270: 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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