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

o Body in balance: Formerly the body has been contrasted to the optimal body, as seen
on TV or in movies – young, slim, energetic and sun-tanned. Wellness meant getting
closer to this ideal picture through treatments, exercises and cosmetic products. This is
gradually giving place to a more accepting approach to the body, emphasizing
individual differences, multiple beauty idols, as well the mind/soul/body balance.
Nutrition is central to discourses about the body: instead of eating less, eating
differently – healthy, organic, rich in flavours and experimental, and, in some cases,
even more. Mountain Track, the Super Natural Spa (Canada) is not a fat farm but a fit
farm, offering both physical and nutrition programs to change lifestyle. FitPath is the
spa’s special methodology, which build on active participation of guests. The program
goes on for 3 weeks, with special diet and exercise-programs tailor-made for every
guest.
o Offers for couples: The discourse on wellness does more and more accept the idea that
at the quality of intimate partnership lies at the heart of well-being. A successful and
balanced partnership provides joie-de-vivre through sexual satisfaction, psychological
support, self confidence and security. Wellness should thus provide the opportunity to
enhance the quality of partnerships, with offering both gender-specific, but jointly
consumable services and programmes, but also opportunities to relaxed enjoy each
other and deepen the intimate relationship.
� Masculine emancipation. Metrosexuality is finding its way to the spa. Today’s men do
not have to live a grey, emotion-free life, demonstrating power and rigidness all the time.
Whereas issues like beauty and health, as well visiting spas in general have been seen as
female issues and activities before. Nowadays it is evident that men are targeted
indirectly through the female consumer (as men’s wellness discussed in women’s
magazines), but it is also clear that there is a growing interest among men to understand
the own body and soul, and to tackle – instead of dismiss – the problems faced in
everyday life.
o Men’s beauty: Man taking care of their outfit is a typical metrosexual orientation.
Contemporary cosmetic industry, clothing, etc. offer a range of product lines specially
designed for men. The selection form and the use of men’s products is a topic theme
of both men’s magazines – as a kind of quick guide to a new world. Men’s topics also
emerge in woman’s magazines, as how-to-help-and-guide-him articles. Also, the spa
sector develops more and more special packages for men. A spa is thus not a place to
send wives while men are working hard: it is an oasis for him, as well. Hotel
Loipersdorf Spa and Conference (Austria) offers in their Spa Days For Him package
massage, foot treatment and body pack.
o Men’s health: Health is an emerging issue in men’s magazines. It is now widely
accepted that men face specific health problems – both common minor problems (e.g.
hair or skin problems) and more serious, but yet mass diseases like cardiovascular
problems and the like. Sophisticated health schemes as medical wellness and
especially prevention measures specifically tackle these male issues. DAS GOGERS
Golf –und Spa Hotel’s (Austria) offer contains vitality face treatment and medical
pedicure with herbal bath only for men, which can be completed by one of massages
(like chocolate or golf massage), anti-stress treatments or body peeling.
� Age equality. Modernity is a youth regime. For the first time in history, youth, beauty,
ambiguous, innovativeness and the ability to change became higher valued then age,
experience, secure, determined and the ability to possess. In a fast changing society and
economy adaptation became the life maxima. Youth became the idol – middle-aged and