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

distinctiveness and expectations of quality standards. The physical environment of Japan and
its richness in geothermal resources determines the local product structure of spa tourism
which is similar in character to Hungary, i.e. spa tourism in both countries is based on thermal
springs). In addition, the actual economic situation of Japan also affects spending power and
consumer behaviour, so it is necessary to use a complex approach when investigating tourist
demand and behaviour.
When considering the potential appeal of Hungarian spas in the Japanese market, it is
important to realise that for Japanese tourists, Hungary is usually not a primary destination,
but part of a Central European tour (HNTO 2006). The fact that Japanese spa tourism is also
based on thermal waters may be considered both an advantage and a disadvantage: incoming
Japanese visitors are familiar with the practice of bathing in hot waters, but Hungarian spas
need to provide a unique selling point in order to make a spa visit an unmissable Hungarian
tourist experience: e.g. heritage spas with unique history and architecture may be attractive for
Japanese customers.
In Japan, young single females have a particularly high travel propensity (IBS 2006), and they
might be interested in wellness and beauty treatments in Hungary, but, as suggested by the
interviews with Asian young female backpackers during the field study, they may also be shy
to enjoy a mixed bathing environment. Senior Japanese citizens also have an increasing travel
propensity, and they may appreciate the health benefits provided by the Hungarian spas,
although the necessary length of stay for medical cures would be much longer than the current
average length of stay of Japanese tourists in Hungary (HNTO 2006). Medical onsen
therapies are not particularly well established in Japan at the moment, and senior travellers
may be rather concerned about foreign customs and behaviour. Consequently, although there
is a positive attitude to and interest in Hungarian spas in the Japanese market, Hungary’s most
important attractions are culture- and heritage based at the moment, and it would require
significant product development and marketing efforts to position Hungary as a major spa and
health tourism destination among Japanese tourists.
Acknowledgements
The survey forming the basis of this study was supported by the OTKA (K67573)
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