Health and Spa Tourism - Case Study Example

CONTENTS INTRODUCTION TASK - I NEED FOR SIT SCOPE OF SIT ORGANIZATION OF SIT TASK – II HEALTH AND SPA TOURISM THOMSON TRAVEL GROUP CONCLUSION REFERENCE Health and Spa Tourism Introduction The advent of new technologies has revolutionized the communication, bringing forth a host of new ideas and opportunities in the field of tourism. In the tourism industry, more and more tourist service providers rely on the internet as a key communication tool that is enabling them to save costs and increase the number of customers (ICT). 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). 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. 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. One journalist has observed that for children it is a treat..I shall make it back(Hill,1993). Need for Special Interest Tourism (SIT) 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). 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. Scope for SIT 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). It is equally true that people have inherent urge for adventure and tourist industry, the world over, has left no stone unturned in order to provide exciting adventure in the remotest part of the world. Sometimes such organized tours have bordered on the bizarre like taking people to the war torn areas or places ravaged by recent holocaust and natural disaster. This type of tourism, enjoy select patronage where money is no consideration. The sheer success of such packages has widened the target group and now people from various walks of life show interest in such tours. The main reason attributed to this emerging field may be because this may help them understand the complexities of war or experience first hand what people undergo during the time of crisis resulting in untold human miseries. Such tours help act as cathartic outlets for people who have undergone such traumatic experience themselves and who wish to participate in their rehabilitation process. This has increased the relevance of such tours and tourist industry is making in-roads into still more new areas which are proving to be mutually beneficial both financially and spiritually for the tourists and the organizers. Secular shifts (working versus leisure time…)led to modified leisure and tourism behaviour (Poon,1993). Organization of SIT 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. 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. 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. The sustainability of SIT projects hinges on the new ideas which must be able to attract public interest so much so that they are willing to overcome their financial trepidations and let go of their hesitation in quest for the unknown charm which would go a long way in improving their lifestyle and adding a new perspective to their personal and professional life. SIT projects or packages because of their exclusivity, frequently address the current burning issue of sustainable development. The various tours undertaken to support and generate awareness for environment conservation, range from African Safari to activities like walking and cycling by tour operators. Health and Spa Tourism is one such SIT project which holds long term promise of being sustainable. 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. To meet the growing need for this segment of the society, the tourism industry has come up with innovative and effective packages called health and spa tourism which 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. In short, they fulfil the need of the hour which is to relax and rejuvenate the frayed senses. Health and spa module includes a 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. The health and spa packages ensure high quality of customer satisfaction and confidentiality that 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. Thomson Travel Group is UK based one of the world’s leading tour operators and is part of the International Thomson Organization. The company has over 80,000 employees in 500 company offices all over the world and has maintained its position as one of three top leading leisure and holiday travel agency for the last several years (since 1974). The company has two major subsidiaries called Thomson holidays and Thomsonfly.com which together offer fantastic deal to the customers. The company has maintained its high standard through its policies of being customer focussed and offering special deals at competitive prices without compromising on the quality. Thomson holidays have wide ranging holiday packages including skiing vacations on the Alps and wild African Safari. The main reason that the company has managed to keep its clientele intact is the flexibility and choice that it offers to its customers. To keep up with the time, it has broadened its scope and has included Lifestyle Activities and Health and Spa packages in several holiday destinations that have proved to be a stunning success. The company Resorts in Majorca, Maldives or resorts in several European countries offer excellent spa facilities which has resulted in some long term exclusive clients. The company also believes in preserving its heritage for the future and so sponsors special tour packages to promote ecotourism. Its air fleet, which is the third largest in UK, is committed to its strategy of radical cuts in carbon dioxide emission, nitrogen oxide emissions and aircraft noise over the next 15 years (internet). The internet has been the main source of advertising and popularising its various tours and travel packages. The 24 hour help line has helped its clients feel secure. It has also been the most frequently used service not only for making bookings but also to impart information about its various ongoing travel deals and special interest tourism packages. One can therefore conclude that Health and Spa tourism has made a special mark in the tourism industry. This has proved to be the best venture which has won the trust of the people. As Ray Youell says that the strategic role of governments will remain important and may well grow (p 236) one can see that the governments of the under-developed and developing countries have shown inclination to form collective strategies to promote regional health initiatives (Yoga, meditation, oriental massage etc.) on wider platform and have gone forward to forge alliances with private tour operators giving lots of sops to attract foreign tourists in their midst. References ICT and Electronic business in Tourism ‘Sector Report No. 09’. (Sept. 2005), Available from; [Accessed on 28 May 2007]. Nordin,Sara.(2005). Tourism of Tomorrow Available from; Read More