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Expectations of Health Tourists in Germany

– Delusions and Reality

Monika Rulle

Ernst-Moritz-Arndt-University Greifswald

Institute of Geography and Geology

Prof. Dr. Monika Rulle Budapest, 2 Sep., 2010

Agenda

Framework of Health

Tourism

Central Research Questions

Methods

Results

Conclusion


Health

„Health is a state of complete physical, mental

and social well-being and not merely the

absence of disease or infirmity”(Constitution of

World Health Organization,

22 July,1946)

METHODS RESULTSQUESTIONSFRAMEWORK


“Tourism associated with travel to health spas

or resort destinations where the primary

purpose is to improve the traveller’s physical

well-being through a regimen of physical

exercise and therapy, dietary control, and

medical services relevant to health maintenance”

((UN) WTO: Gee, Fayos-Sola 1997, p. 381)

Health Tourism



Segments of Health Tourism

Cure Wellness Medical Wellness Tourism for med. treatments

Influence of orthodox medicine High Low Partial Very High

Regulations / certificates

Defined by state regulation (law) Different certificates Less certificates Medical expertise /

certificates

Who is approved? Destination Destination / staff Offer Hospital / doctor

Type of destination Town (part of a town): “Bad” Hotel Rehabilitation clinic /

hotel Hospital / hotel

Payment Health insurance Private Private Private



Background: Medical Wellness

Offers for the prevention of specific diseases or for the general health promotion

Prerequisites for Medical Wellness:

High quality of the services, medically trained staff

Direct involvement or presence of medical practitioner

Providers: hotels, rehabilitation clinics, spacentres, thermal baths



Central Research Questions

What kind of expectations do Germans have about a health vacation?

To what extend are health guests satisfied with the offers in health tourism destinations?

Generate a reliable database about the expectations of guests towards health vacations

Develop indicators for a systematic development of health offers concerning prevention in Mecklenburg- Western Pomerania (M-WP)



Period of Research: 21 May until 13 June 2008

Population:All persons living in Germany aged ≥14 with a permanent landline telephone

Sample: randomly drawn, 6.325 calls, 1.063 interviews (response: 17%)

Telephone Survey



Period of Research: 30 June until 16 November 2008

Population: Tourists, using health offers during their stay in hotels, rehabilitation clinics, medical spa treatment centres and thermal baths in M-WP

Sample: Draw because of screening question. 2.222 contacts, 904 interviews (response: 40%)

Guest Survey



Topics

Term Medical Wellness

Preferred season for travelling

Destinations in Germany

Duration and expenditure in health tourism:

preferences vs. reality

Importance of different offers



Knowledge of Medical Wellness

Only 21.8 % of all Germans knew the term

Medical Wellness:

Women: 24.4 % Men: 19.1 %



Associations with Medical Wellness

Wellbeing16.9 %

Health in focus16.8 %

Medical attendance16.6 %Cure

12.0 %

Holiday8.4 %

(Rehabilitation-)clinic8.1 %

Own initiative7.9 %

Hotels6.4 %

No associations5.9 %

Other0.9 %



Preferred Season for Travelling


Spring

35.7%

Fall

26.6%

Summer

18.9%

Winter

8.5%

Season not important

10.3%


Preferred Destination for a Health Vacation

METHODIK ERGEBNISSE

No.2No.3

No.1


Preferred Duration of Travel

ABB. 7.1.1

12.8

48.4

23.9

9.3

5.62.2

12.4

30.5 30.6

24.3

0%

10%

20%

30%

40%

50%

60%

Below 1.5 h 1.5 up to 3 h 3 up to 4.5 h 4.5 up to 6 h 6 h and more

Duration of travel for stay lasting 2 nights

Duration of travel for one-week stay

Duration of travel (h)

Sh

are

(%)



Real Duration of Travel (Accord. to Number of Nights)

23.7

14.2

12.5

25.8

52.6

27.0

14.9

14.8

14.8

21.3

16.7

32.3

10.5

37.1

34.3

24.1

14.8

19.9

22.9

12.9

5.3

15.7

14.9

20.4

28.4

13.9

10.4

19.4

5.3

9.0

13.7

14.8

11.1

11.1

12.5

6.7

19.4

24.1

27.2

19.6

25.0

9.7

0% 20% 40% 60% 80% 100%

1 to 2 nights (n=38)





15 to 21 nights (n=352)


29 nights and more (n=31)

less than 1.5 h 1.5 to less than 3 h 3 to less than 4.5 h

4.5 to less than 6 h 6 to less than 7.5 h 7.5 h and more



Preferred max. Expenditure per Day / Person (incl. Accommodation, Meals, and Treatments / Health Classes)

0.9

0.9

8.7

39.7

49.8

1.3

2.3

11.2

45.8

39.4

0 10 20 30 40 50 60

400 and more

300 up to 400

200 up to 300

100 up to 200

up to 100

Share (%)

Ex

pe

nd

itu

re (E

uro

)

Male Female



Real Expenditure per Day / Person (incl. Accommodation, Meals, and Treatments / Health Classes)

45,9

7,3

77,7

16,2

25,5

4,8

6,2

21,6

23,6

22,5

7,0

5,4

25,5

37,7

9,1

17,5 7,7

10,8

9,1

4,5

5,9

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Thermal bath

Spa treatment centre

Hotel

Rehabilitation clinic

< 25 Euro 25 until under 50 Euro 50 until under 100 Euro 100 until under 150 Euro 150 until under 200 Euro

200 until under 250 Euro 250 until under 300 Euro 300 until under 350 Euro ≥ 350 Euro Missing



Importance of Different Services

0% 20% 40% 60% 80% 100%

Information about destination after return home

Further contact with the destination after the trip

Leisure time activities for accompanying persons

Packages (accom., meals, treatments)

Medical surpervision after return home

Price reductions by the health insurance

Attractive leisure time activ.

Accom. / offers under one roof

Medical supervision

Kompetence of staff

very important

rather imp.

medium imp.

rather n. imp.

not important



Willingness to pay for health offers

0 = „No, would not like to pay for it“1 = „Yes, would pay in part myself“2 = „Yes, would pay completely myself“

0.0 0.5 1.0 1.5 2.0

Massage

Schwimm. / Aquasports

Dancing

Relaxation Methods

Gymnastics

Personal Trainer

Med. check-up

Thermal baths

Yoga

Dietary Programme

Nordic Walking

Cornary Training

Akupunkture

Mud packs

Hot-Stone-treatments

Indiv. therapy …

Ayurveda

Thalasso therapy

Kneipp cure

Algea treatment

Fasting cure

Chalk treatment


… younger men

… married women

… generation 65plus

Preferred accommodation

4-star-hotel (23.1 %)

4-star-hotel (23.3 %)

(reha-) clinics (22.8 %)

Expenditure per day

100 until below 200 ER (45.5 %)

below 100 EUR (49.3 %)

below 100 EUR (54.7 %)

Importat criteria Competent personell, accommodation and offers under one roof, certified offers, package offers

Imortant criteria in comparison to other tartget groups

Leisure time acitivitiesReductions because of credit points from the health insurance

Medical supervision

Three relevant target groups: Tourists interested in health tourism…


Conclusion

Medical Wellness is overestimated in its importance

Health tourism is possible all year around,

however, less interest in winter

1 day should not exceed the cost of 100 € (130 $) pro person / per day

Medical advice is important

Offers should be well evaluated: traditional offers are most interesting for guests


Thank You For Your Interest!


Contact

Prof. Dr. Monika Rulle

Institute of Geography and Geology

Ernst-Moritz-Arndt-University Greifswald

Germany

E-Mail: [email protected]


Präferenz der Unterkunft für Gesundheitsurlaub

8,6%

20,3%

9,0%

10,6%20,7%

19,0%

3,6%

8,2%

5-Sterne-Hotel

4-Sterne-Hotel

3-Sterne-Hotel

Pension

Ferienwohnung

Klinik (insbesondereRehaklinik)Andere

Beherbergungsform nichtwichtig

METHODIK ERGEBNISSEZIELERAHMEN


Anwendungen oder Übernachtungen in Rehabilitationsklinik

46,5

49,0

45,7

41,5

49,3

35,4

42,1

13,5

17,0

25,0

20,5

14,0

15,2

15,8

8,4

6,8

8,2

7,3

9,6

14,6

10,5

31,6

27,2

21,2

30,7

27,2

34,8

31,6

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

≤24

25 - 34

35 - 44

45 - 54

55 - 64

65 - 74

≥75

ja, sowohl Anwendungen / Kurse als auch Übernachtungen ja, aber nur Anwendungen bzw. Kurse ja, aber nur Übernachtungen nein, weder noch

Alt

er

(in

Ja

hre

n)



Zufriedenheit mit Gesundheitsangeboten


Hot-Stone-AnwendungenTanzen

AkupunkturYoga

FastenkurseAyurvedaThalasso

Algen-AnwendungenHeilkreide-Anwendungen

ThermalsolebäderPersönlicher Gesundheitstrainer

Kneipp-AnwendungenErnährungsberatung

Herz-KreislauftrainingNordic Walking od. Wandern unter Anl.

Moor- und FangoanwendungenEntspannungsverfahren

GymnastikGesundheits-Check

Erstellung e. indiv. AnwendungsprogrammsÄrztliche Betreuung

Massage(n)Schwimmen / Aquasport

0% 10% 20% 30% 40% 50% 60% 70% 80%

2,82,1

3,44,43,32,83,24,64,9

7,510,512,413,5

19,915,0

12,520,6

40,335,6

3,33,2

5,47,5

7,57,1

11,211,0

18,320,9

21,820,4

14,027,4

2,3

1,72,2

4,35,9

4,53,0

3,5

Sehr zufrieden Zufrieden Mittelmäßig Eher nicht zufrieden

Überhaupt nicht zufrieden

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