spa, health, and wellness in a regional context Balkan Spa Summit 2014, October 11th FH Prof. Dr. Mag. Kai illing
Issues today 1: Introduction 2: Research 3: Recommendations Balkan Spa Summit 2014/Kai illing2
About me Consultant Strategy development for tourist and health companies Quality management for tourist and health companies Consultant in regional development (focussing on health and tourism) Quality Auditor several Quality Assurance Companies Quality Audits Certification Development of new Standards Prof. at the University of Applied Sciences in Graz (AT) in the faculty of „Health Management in Tourism“ Teaching Publication Science and development Balkan Spa Summit 2014/Kai illing3 Introduction
Balkan Spa Summit 2014/Kai illing4 Source: ( ) Introduction Tourism that focusses on health & well-being in a regional context
Balkan Spa Summit 2014/Kai illing5 Introduction ( )
research Balkan Spa Summit 2014/Kai illing6 Research
Stakeholder: Reasons for coming to the destination Balkan Spa Summit 2014/Kai illing7 Research
Stakeholders: Specifications from those who ticked „to do something for his or her health“ Balkan Spa Summit 2014/Kai illing8 Research
Stakeholder: Importance of certain points for the destination-development Balkan Spa Summit 2014/Kai illing9 Research
Guests: Needs when choosing a well-being holiday Balkan Spa Summit 2014/Kai illing10 Research
How guests made use of services in the health and well-being destination Balkan Spa Summit 2014/Kai illing11 Research
Elements which prevent guests from recognizing a destination as a health and well-being destination Balkan Spa Summit 2014/Kai illing12 Research
What people do for his/her health connected with the place respondents filled in the questionnaire Balkan Spa Summit 2014/Kai illing13 Research
What prevent people from recognizing a H&WB destination 14Balkan Spa Summit 2014/Kai illing Research
Meanings stakeholders and consumers attach to the term “health” Balkan Spa Summit 2014/Kai illing15 Research
Recommendations 1: Size and area of application Balkan Spa Summit 2014/Kai illing16 Just a village (e.g. Bad Kissingen) A defined landsape with natural borders (e.g. The Black Forest or the Losinj-archipelago A Country (e.g. Sri Lanka, markets itself as Ayurveda- destination) A Part of a county (e.g. Thermenland Steiermark) Ideal size of a health & wellbeing-regions Recommendations All of them are „destinations“
Balkan Spa Summit 2014/Kai illing17 Recommendations
Balkan Spa Summit 2014/Kai illing18 Recommendations
Recommendations 2 Quality management: Marketing by standards and quality seals Many different certifiable quality seals for singular companies But no ones for regional entities such as health & well-being regions!!! There are efforts to create a board for European health and well- being regions offering practical development tools e.g. a certifiable quality seal. Trust building Marketing Motivation for all stakeholders for the region Better chance to get money (bank, investors, government) Balkan Spa Summit 2014/Kai illing19 Recommendations
Recommendations Joint efforts What do we learn? Try to find a clearly defined region (by natural landscape, by high number of facilities, by healing climate etc.) Develop a joint strategie and a way to communicate smoothly with all relevant partners Develop infrastructures/facilities in a sustainable way covering the whole area Install a continuously improving quality management Market your region (articles, awards, social media, certifiable quality seal etc.) and try to acquire a brand. Balkan Spa Summit 2014/Kai illing20 Recommendations
Thank you More information Balkan Spa Summit 2014/Kai illing21