Wellness Tourism - Australia - Essay Example

? Wellness Tourism - Australia Introduction Currently, a great attention of society is paid to recreation, health treatment and beauty. Beautiful appearance is a sign of success and successful woman or man is supposed to be beautiful or handsome. Australia is a continent, where thousands of tourists travel in order to become healthier and wealthier. Some of wellness tourists are focused on health recreation, some of them are more focused on their appearance and others want to restore harmony and spiritual balance. Thus, tourism sectors are well-developed and Australian government creates perfect opportunities for turning tourism into an international strong competitive industry. Further on, it is relevant to underline that Australian government works hardly at international development of tourism in their country. The area of tourism is rather young and wellness tourism providers require essential investments from government. A major part of wellness tourism areas is developing in regional communities. The major preference of Australian wellness tourism is providing wellness services at lower price than in the United States and some parts of Asia. In order to define a popularity of wellness tourism in Australia, it is relevant to discuss a background on which this are is being developed. Wellness tourism: definition In spite of the fact, that wellness tourism is very popular in Australia, there are still ambiguities in its definition. Wellness and medical tourism are usually perceived as one common area. Moreover, even more complexities occur when wellness tourism is named as health tourism (Douglas, 2001; Hall, 2003) health care or holistic tourism (Smith, 2003). Different concepts can be named by these, at the first glance, interchangeable terms. In such a way, some researchers refer to a general ‘health tourism’ and don’t pay any special attention to variety of demand and supply in this sphere. It is relevant to make a distinction between wellness and health tourism on the basis of differentiation between ‘cure’ or ‘illness’ concepts and the ‘wellness’ (Voigt, 2008). Consequently, wellness tourism may be considered to be a sub-type of health tourism. Thus, some researchers claim that health tourists clearly differentiate between their orientation to illness or wellness. Tourists focused on illness treatment are more concerned about medical treatment and tourists who are interested in health and well-being pay much attention to wellness. In other words, wellness tourists think that they are healthy and health tourists want to be healthier after their ‘healthy’ vacation. As far as we can see, the boundary between health and wellness tourism is rather vague. Health tourists are focused on medical treatment and not on tourism, while wellness tourists are more considered about tourism and entertainment. Where concept ‘wellness tourism’ does come from? What, actually, does concept ‘wellness’ mean? In accordance with Voigt (2008) concept ‘wellness’ lacks scientific background. Voigt (2008) defines six basic principles of wellness definition. From the first perspective, wellness is a health of positive nature; this approach is more concern the issue ‘how to remain healthy’ and not ‘how to get treatment against a certain illness or disease’ (Voigt, 2008). The second perspective considers wellness as ‘a multi-dimensional, holistic construct’, where ‘health’ integrates health mind, body and spirit. From the third perspective, wellness is an internal balance and harmony of any individual. The fourth paradigm of wellness implies ‘triggering of human potential’ (Voigt, 2008). The fifth perspective underlines that wellness is rather subjective concept and depends only on individual’s perceptions. Finally, the sixth perspective considers wellness as a goal to reach selfactualisation. Australian wellness tourism has successfully combined all these six principles and in such a way, it satisfies the needs of different wellness tourists. Australian wellness tourism provides services in health area, wellness services and even may provide tourists with spiritual recreation. Thus inner and outer essences of any wellness tourists are of primary concern for Australian wellness tourism providers. Australian wellness tourism is being developed under complicated conditions: Australian researchers can’t even define concept ‘wellness’ exactly. As far as we can see a complicated paradigm of ‘wellness’ underlines a complicated nature of wellness tourism. Wellness tourists can perceive wellness in a different way and they may want to reach different goals. Further research is based on the following claim: wellness is a psychological condition, or a practicing a wellness lifestyle. Thus, wellness tourism in Australia may be defined in the following way: “Wellness tourism is defined as the sum of all the relationships resulting from a journey by people whose primary motive is to maintain or promote their health and well-being and who stay at least one night at a facility that is specifically designed to enable and enhance people’s physical, psychological, spiritual and/or social well-being” (c.f. Voigt, 2008). Consequently, Australian spas were designed in order to satisfy all the needs of their visitors, even if they stay for a day in their centers. Every client is valuable for Australian wellness tourism providers. Wellness tourists Wellness tourism has a broad context. It implies wellness tourists’ intention to support and promote their health and well-being with no particular attention paid to medical intervention. Moreover, wellness tourists may look for different ways to promote their well-being. In wellness tourism different kinds of activities may be chosen by tourists in order to reach their goals (e.g. sport area, cosmetic salons or spas visitation etc) (Voigt, 2008). It is relevant to understand that wellness tourists may be individuals with different expectations and goals. Wellness tourists generally prefer spa tourism in Australia (Voigt, 2008). Nevertheless, other kinds of tourism are also relevant to wellness tourists, such as new age tourism, volunteer tourism, outdoor and adventure activities, yoga tourism, spiritual and religious tourism. As far as we can see, wellness tourism has a broad recreational context full of diverse participants. Wellness tourists’ typology In accordance with research conducted by Smith (2008) there is a certain typology of wellness tourists. This group of tourists comprises spiritual tourists, religious tourists, yoga tourists and spa tourists. Unfortunately, some determinant factors were omitted by researchers, such as data on demographic or psychological factors. In accordance with this typology, wellness tourism resides on three basic types: “beauty spa visitation, lifestyle resort visitation and spiritual retreat visitation”. In accordance with 2007 Tourism Australia report, there are different types of ‘well-being holidays’ in Australia (Smith, 2008): ‘spa treatments’, ‘healthy habits’ and ‘disciplined learning retreat’. Thus, spa treatments are on the first place and thus are more preferred by wellness tourists. Spa activities are of primary concern for wellness tourists in Australia. This country has prevalence over other countries, because spa-centers are usually located near natural mineral or thermal pools. Spa centers are integrative component of marketing success of present Australian tourism resorts (Voigt, 2008). Types of wellness tourism Wellness tourism in Australia is also remarkable for lifestyle resort visitation. This type of recreation implies seminars visitation and sports activities. All these activities of wellness tourists are usually accompanied by professional consultations, stress management techniques and other skills taught by professionals (Voigt, 2008). Lifestyle resort visitors differ from beauty spa visitors, because a former group of tourists are active participants of trainings, seminars and classes. Smith claims that wellness tourism concentrated in spa centers has the following objective: ‘The sole purpose of this type of spa is to set guests on a healthier path for life’ (2008, p. 32). Wellness tourists do not often consider ‘spa’ as health treatment. It is more perceived by tourists as a means to restore wellness. In case wellness tourists are focused on health aspect, then it is more appropriate for them to call such kind of recreation as ‘health resort’, ‘wellness centre’, ‘fitness retreat’ or ‘health farm’ (Smith 2008, p. 34). A spiritual visitation is another type of wellness tourism. ‘Spiritual health’ and ‘enlightenment’ are two primary issues for wellness tourists. Meditative elements are crucial in these types of recreation. Religious or non-religious context is appropriate for a spiritual visitation. Lifestyle resorts practice detoxification or fasting (Voigt, 2008). Currently there is a tendency, which delimits three kinds of wellness tourism. Thus in some lifestyle resort, an emphasis is made not on health treatment, but on wellness restoration. The following diagram clearly shows typology of wellness tourism and services provided in this area in Australia. Perspectives of development Therefore it is necessary to mention that next to well-developed wellness tourism typology, Australia has another distinctive feature of wellness tourism in comparison with other countries. The Medical Spa or ‘MediSpa’ differs from traditional health centers and traditional beauty centers by providing their customers with acupuncture, Botox injections, liposuction and hair laser removal and consultation and professional help of surgeons, dentists and other doctors (Voigt, 2008). Basically, wellness tourists in Australia are interested in health improvement and medical tourists are focused on medical treatment. With regard to features of European wellness centers, they are more medically-centered in comparison with Australian centers. Under current conditions of globalization, wellness tourism is an embodiment of world’s society intention to be beautiful; to restore their spirit, health and well-being. A global context of development of wellness tourism in Australia introduces specific features into this business (Douglas, 2007). Thus, spa centers are being gradually transformed into spa towns and huge centers. With regard to international trends of wellness tourism development all over the world, Australian wellness tourism is marked by a steady growth of luxury spa centers. Clients with the most extravagant tastes and experiences could have a chance to have the best experience of wellness tourism in Australia. Global community is striving for a healthy way of life. In order to quit their bad habits, people usually visit spa centers. Especially, individuals in the modern society are full of grief and sorrow; they are tired and overloaded with their work. At this point spas are ‘education’ centers that provide psychological support and consulting and wellness renovation (Douglas, 2007). In order to define a popularity of wellness tourism in Australia, it was essential to research a background on which this are is being developed. A great attention of society is paid to leisure, treatment and physical attractiveness. Beautiful appearance is a sign of success and successful woman or man is supposed to be beautiful or handsome. Australia is considered to be a continent, where thousands of tourists travel in order to become healthier and wealthier (Douglas, 2007). Compared to other states, Australia has a distinctive feature of wellness tourism in comparison with other countries: it is more leisure than medically centered. As far as we can see, wellness tourists have a wide scope of interests, they may be individuals with different expectations and goals. In order to satisfy the growing number of wellness tourists, Australia should have an option to make online booking available. The very important fact is that Australian government works hardly at international development of tourism in their country. Moreover, modern spa and recreational centers should have a broad spectrum of services, covering health, wellness and spiritual recreation. Works cited 1. Douglas, D. E., 2007. Is Medical Tourism the Answer? Frontiers of Health Services Management, 24(2), 35-40. 2. Hall, M., 2003. Spa and Health Tourism. In S. Hudson (Ed.), Sport and Adventure Tourism (pp. 273-287). New York: Haworth Hospitality Press. 3. Smith, M., & Puczko, L., 2008. Health and Wellness Tourism. Oxford: Butterworth-Heinemann. 4. Smith, R. A., 2008. Environmental Responsibility in the Spa Industry: A Business Perspective. In M. Cohen & G. Bodeker (Eds.), Understanding the Global Spa Industry: Spa Management (pp. 297-302). Oxford: Butterworth-Heinemann. 5. Voigt, C., 2008. Insights into wellness tourists: Segmentation by benefits. Paper presented at the New Zealand Tourism & Hospitality Research Conference. Hammer Springs, 3-5 Dec. 2008. Read More