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What is Spa and Health Tourism

Chapter 18
Handbook of Research on Management of Cultural Products: E-Relationship Marketing and Accessibility Perspectives
As a result of a general trend towards wellness tourism in Europe, there has been a revival of spa destinations. As a consequence, new generations of tourists are discovering the traditional spa destinations but are requiring a greater level of comfort and richer experiences. This trend, of course, is particularly interesting because of the potential to build specific cultural itineraries that connect different destinations with spas or wellness centers. The market of wellness tourism worldwide is estimated at approximately 30 billion euro.
Published in Chapter:
Creative Tourism and Cultural Heritage: A New Perspective
Enrico Bonetti (Second University of Naples, Italy), Michele Simoni (University of Naples “Parthenope”, Italy), and Raffaele Cercola (Second University of Naples, Italy)
Copyright: © 2014 |Pages: 29
DOI: 10.4018/978-1-4666-5007-7.ch018
Abstract
This chapter analyses how cultural heritage destinations should evolve to keep pace with changes in the demand for cultural tourism. The empirical evidence shows that the most important heritage destinations suffer from a misalignment of their value propositions with respect to the new needs of cultural tourists. These types of gaps can be filled only by understanding the features and evolution of these needs and by identifying sustainable strategic paths to enrich the typical offering of these heritage destinations. This chapter proposes a theoretical framework that combines the most relevant trends in cultural tourism from a demand and an offering perspective. The Pompeii case is subsequently analyzed through the lens of the proposed theoretical framework.
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