Wellness Tourism Management: Well-Being as a Sustainability Concern for Wellness Tourism Management

Wellness Tourism Management: Well-Being as a Sustainability Concern for Wellness Tourism Management

Nil Sonuç
Copyright: © 2020 |Pages: 18
DOI: 10.4018/978-1-7998-3030-6.ch008
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A deeper understanding of wellness tourism management is possible by analyzing ‘well-being' from a more holistic perspective. “What is the reason for ‘well-being' to become such an emerging need in people's lives?” That is the question to respond to design a more sustainable and innovative managerial style in the wellness tourism sector. Holistic point of view considers the health of people in mutual interaction with its socio-economic and natural environment. For the managers with short-term and profit-based perspective, this sustainable managerial objective may seem difficult to grasp. However, multiple ways exist to create an improved vision of wellness tourism management beneficial for all stakeholders including the clientele, the employees, and the professionals of the wellness tourism sector. The theoretical and practical information on the spa resorts around the world are analyzed to reach the suggestions for improving wellness tourism management. Finally, an interview with an awarded wellness tourism manager supports the perspective of the chapter.
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This chapter aims to provide a better understanding of wellness tourism management for the professionals and scholars of the tourism industry. The most important concern of wellness tourism is making people ‘feel well’. Wellness tourism is only an option among other possibilities of recreational tourism products that people may prefer while spending their disposable income. Additionally, suppliers of wellness tourism strive to become prominent in a very competitive market. To be able to attract the clientele depends on a much better understanding of the consumer needs for wellness tourism. Mastering what you offer as products is another important aspect. But even all these considerations are not enough for the professionals to define well their game field as a distinctive player in the sector. The key to good management of wellness tourism for the production quality, creativity and sales improvement is through deeply understanding your customer. Many researches are carried out for this aim. Among the studies exploring the supply side of wellness tourism are: Pyke et all (2016), Nagy (2014), Csirmaz & Pető (2015). Among the studies made for the exploration of the demand side of wellness tourism are Gustavo (2010), Konu & Laukanen (2010), Dimitrovski & Todorovic (2015). The current wellness and spa tourism will be analyzed through similar examples of academic literature and sectoral information about the current business and market trends.

Wellness market is a very important industry with a $4,2 Trillion according to the Global Wellness Trends Report 2019 (Global Wellness Summit, 2019). Wellness tourism is gaining acceptance as an innovative way to practice, maintain, or enhance good health in this market. The GWI (Global Wellness Institute) projects that wellness tourism market representing $639 billion today will grow at an average annual rate of 7.5 per cent through 2022, considerably faster than the 6.4 per cent annual growth forecasted for overall global tourism market and expected to reach by 2022 to $900 billion. Additionally, the visitors will increase by 8 per cent and realize as $1,2 billion (Global Wellness Institute, 2018). Even if the initial investment is high, wellness resorts have a high ROI (Return on Investment) as they increase occupancy levels of hotels in low and shoulder seasons thus being a good remedy for seasonality. Additionally, they exhibit considerably higher RevPAR (35 per cent to 450 per cent) than the traditional resort at the same locations with similar service standards (Schweder, 2019)

Beyond the World Health Organization’s description of health as 'a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity', studies on conceptualisations of wellness and well-being continue. Any definition apart one is not complete as they considered the health of people separated from its surroundings. As people live in a social and natural environment, there is a need for a broader description. Inspired by Bodeker and Cohen (2010: 8), conceptualisation of well-being according to a more holistic point of view includes being healthy not only biologically or physically but also in all aspects of mind, body and spirit and living harmoniously with all the environmental surroundings, thus seizing the day in harmony with inner and outer world. This means that well-being is a more complex concept that requires a deeper analysis to be defined in the context of holistic health.

Key Terms in this Chapter

Wellness: Sector involving preventive health measures taken in order to make people feel healthier in their body, mind, and soul.

Psychological Well-Being: The (abstract) feeling of well-being through one’s mind.

Spa Resort: Hotel functioning specifically with the philosophy and concept of well-being offering specific food, beverage and spa products and services within a sustainable scope.

Physical Well-Being: The (concrete) feeling of well-being through one’s body and its parts.

Well-Being: A large concept in terms of holistic health, comprising the philosophy, the abstract and the concrete, related to “ the state of feeling well”, for the individuals as well as for the people.

Sustainability in Tourism Management: The management of tourism with a holistic perspective respecting the three basic pillars of sustainability namely environmental, social and economic.

Wellness Tourism Demand: The tourism demand motivated by the purpose of increasing self-well-being.

Wellness Tourism Management: Sustainable management of spa resorts and other services offered in the wellness tourism sector with the philosophy of well-being adopted by all the staff working for the optimum guest satisfaction.

Holistic Health: The total feeling of well-being through the body, mind and soul.

SPA: Abbreviation from the Latin language of “Salus per Aqua” meaning “health coming from water”. Used as a term for defining globally all the products and services offered by the wellness industry.

Wellness Tourism: Sector including products, services and all the relationships of related actors provided by the tourism industry in coordination with multiple other industries (such as medical, sports and other support services) in order to serve guests who come with the motivation to reach a higher state of well-being.

Spiritual Well-Being: The (abstract) feeling of well-being through one’s soul.

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