Health and Spa Tourism - Essay Example

The advent of new technologies has revolutionized the communication, bringing forth a host of new ideas and opportunities in the field of tourism. The globalization has further, made it easier for the entrepreneurs to encash the vast potential in this new emerging industry. Suddenly the sedate and traditional tourism has ventured into the quarters which were hitherto beyond the boundaries of imagination of the common people. The competitiveness has brought in a new fervour in the industry and new ideas and partnership in the field of tourism has become a norm. ‘An increasing globalization and the emergence of new tourist destinations worldwide have created a changing nature of competition’ (Nordin, 2005). Health and spa tourism is one such venture which promotes specialised health modules while facilitating a well deserved break from the tension and stress of the day to today life. Answer 1 Poon has described special interest tourism has ‘The provision of customised leisure & recreational experiences driven by the specific expressed interests of individuals and groups’ (Poon, 1997). In recent times, there has been great mushrooming of these travel agencies and the tourism industry has flourished at an unprecedented rate. With the competition becoming tougher everyday, it has become important that new strategies and plans incorporating exotic and special themes be introduced. Innovative ideas in attractive packages are being prepared for a select target thus opening a whole new vista of tourism. The exclusivity of the package has special appeal which has popularized the concept of special interest tourism (SIT). This type of tourism goes beyond the usual definition of the word and fulfils the extra demand that the body or the mind or sometimes, both, require. Tourism that caters for a specific target group with focus on one special activity has become very popular among the elite class. Answer 2 Holidays have always held a special charm for the young and the old alike. Krippendorf says ‘travel is: recuperation and regeneration, restoring body and soul’ (pp24-8). Vacations to different places have not only provided a way to rejuvenate the mind and the body after the humdrum monotony of the routine life but they have also been a great source of information and knowledge about people and places. Though the pattern of holidays and vacations, has changed over the years, the basic aim of relaxing has remained the most important feature. According to Douglas (2001), SIT products can be broadly described as complex because ‘the delivery of viable specialist services and the management required to satisfy the concerns of all stakeholders, including the host community, tourism partners and government at all levels, while maintaining the principles of sustainability’ (Douglas, 2001). It can be contributed to the fact that they cater to the needs of the individuals rather than groups. Health and spa tourism is a highly exclusive package that enjoys select patronage where money is no consideration. To meet the growing need for this segment of the society, the tourism industry has come up with innovative and effective packages which are customer focussed and offer special deals at premium prices without compromising on the quality. The SIT products heavily rely on intricate networking with various elements within the paradigms of the specialized module. The SIT products cater to seasoned travellers and not amateur tourists. They therefore offer highly indigenized package suited to the individual needs. The success of the package is dependent on the high quality of the service provider that may be located at some remote area and keeping constantly in touch with the various inter-related elements becomes a highly complex administrative and managerial task for the travel agents who offers the specialized services to his niche clientele. Apart from this, the niche clientele for this SIT product normally comprises of people who are looking for alternative therapy, plastic surgery or diagnosis and onus falls on the travel agent who must ensure safe and rejuvenating package that would help people to combine health and holiday. The emerging new trends in the tourism industry has opened a floodgate of new opportunities for the entrepreneurs who are forging alliances with various agencies across the world who can provide these services to select target group of travellers. Answer 3 Globalization has dramatically changed the lifestyle of the people. It has brought in new dimension of work culture and an inherent competition that is both invigorating as well as stressful. It has become apparent that this cut throat environment in the life of the professionals is having adverse effect on their health as well as affecting their performance in the work area. Multinational companies and big business houses have started making efforts to provide requisite outlets to relieve them of the stress. The awareness about issues and things specially related to people, health and environment, that has prompted entrepreneurs and agencies to come up with tour plans which would be multi-purpose and satisfy people’s needs. This special interest tourism provides a challenging and often interesting mix of entertainment and therapy that successfully rejuvenates the person as a whole. The success of such packages has encouraged tour operators to experiment with wide ranging ideas with impunity. Indeed, ‘the scope of providing new attractions to feed the insatiable appetite of the tourist is never ending’ (Holloway p 205). Answer 4 Special interest tourism provides tours, which are exclusive in content and resources and hence enjoy special clientele whose prime motive goes beyond the precincts of financial considerations. Such packages are normally carried out in partnership with the local agencies which specialize in the concerned area. The role of local agencies is paramount in any tourism packages but here it assumes a much more important and interactive role because of the nature of the package. The local speciality and local talents are often used to provide requisite essence which enhances the overall impact of the packages. The more the involvement of the local group, the better is the result of the tour package. Since the health and spa packages ensure high quality of customer satisfaction and confidentiality, it primarily caters to a niche clientele for whom money is no consideration. It therefore, draws eminent and famous personalities of the world. The emphasis on maintaining the privacy of the customer highlights the special features of the packages and of the resorts and spa houses. Answer 5 Tourism industry’s challenge is to provide increased value for money either through innovation–driven cost reducing changes in production and marketing processes or through product changes providing more varied tourism experiences (Weiermair, 2001). The growing demand for SIT has necessitated the need to explore new areas of public interest. SIT projects or packages because of their exclusivity, frequently address the current burning issue of sustainable development. Brundtland Report, also known as Our Common Future, has defined sustainable development as ‘development that meets the needs of the present without compromising the ability of future generations to meet their own needs’ (Report, 1987). Health and Spa Tourism is one such SIT project which holds long term promise of being sustainable. Health and spa tourism provides special health related therapy besides giving a conducted nature tour which is guaranteed to soothe the nerves and take away worries and tensions of the daily life. The various modules include number of value added services in the area of health and fitness. This comprises of facilities for Yoga, fitness and exercise programs, well equipped gyms, aromatherapy, oriental special massage, weight loss programs, anti-aging therapy, spa facility and hordes of other programmes that would help relax the individual and ensure speedy recovery from stress. The modules are generally offered as a package and are normally provided at the holiday resorts and the hotel industry where they are accommodated. Answer 6 Information technology has facilitated wider options of holiday destinations to the common man and travel agencies have made it easier for the him to go to far flung places by providing the necessary appendages like accommodation, transport etc. In fact ‘consumers are now able to put together more flexible packages.. via internet’ (Urry,p 46). This industry has greatly facilitated employment through entrepreneurial ventures who are able to run successful travel agencies with small initial investment. The awareness about issues and things has prompted entrepreneurs and agencies to come up with tour plans which would be multi-purpose and satisfy people’s needs. At the same time, globalization has dramatically changed the lifestyle of the people. It has brought in new dimension of work culture and an inherent competition that is both invigorating as well as stressful. The attractive vacation packages which are highly de-stressing in content would be greatly in demand as they would rejuvenate body and mind so people can come back to take up SIT packages have great influence on the local tourism and that is the reason, they are becoming popular overseas. Apart from the fact that they boost the local trade and employment, SIT packages are known to take even the smallest nation out of obscurity and into the world limelight. That being the case, the travel agencies the world over, have now included such packages in their strategy and thereby adding special attraction. They have exploited this potential and have formed alliances with the local governments and agencies facilitating easy access for foreign travellers and help alleviating their woes to a great extent. The tourist industry therefore has become a great source of revenue for under-developed and developing countries. SIT packages have given a new twist to the consumer behaviour in the recent times. The information explosion due to the fast developing technologies has made even a middle class person, with limited resources, to crave for the attractions and exciting new packages that are on offers by the travel agencies. To tap this emerging market, the agencies are collaborating and coordinating with the national governments to organize packages which would meet the financial parameters of the general public as well as benefiting the organizers. The vast inflow of tourists, on the other hand ensures a steady income of foreign funds for the country in question while popularizing the local cuisine and craft. Answer 7 Health is of prime importance to every human being. It is also the one area which gets neglected on the priority basis during crisis which can either be personal or work related. The stress and the tensions of the lifestyle also contribute towards the deteriorating health statistics. The changing global climate has brought its own problems to the masses which have adversely affected the environment and consequently increased risks to the health of the individuals. The various paradigms in the lifestyle of a person have necessitated implementation of concrete steps which would ease growing threats to the health of the people. The multicultural environment has added an extra zing to the already existing challenges of the high strung modern career of the professionals. The personal health has therefore, become a priority area for the executive class and for persons who follow hectic schedules. This type of SIT product improves the quality of life and promotes healthy lifestyle. Reference Brundtland Report. (1987). Available from: [Accessed 16 March 2009]. Douglas, Norman, Douglas, Ngaire and Derrett, Ros. (2001). Special Interest Tourism. John, Wiley & Sons. Holloway,Christopher J. (2002). The Business of Tourism. Essex.(6th ed.).Pearson Education Limited. Krippendorf, J. (1987). The Holiday Makers. London. Butterworth-Heinemann. Nordin,Sara.(2005). Tourism of Tomorrow Available from; [Accessed on 8 November 2008]. Poon, A. (1993). Tourism, Technology, and Competitive Strategies. Cab Intern., Wallingf Urry, John. (2002). The Tourist Gaze. Nottingham.(2nd ed.) SAGE Publications. Weiermair, K.; Peters, M.; Reiger E. (2001). Neue Organisations-, Koordinations- und Führungsprinzipien im alpinen Tourismus,., Vom alten zum neuen Tourismus, Studia, Innsbruck, pp. 244-254. Read More