Health and wellness tourism: trends and

strategies

Paolo Grigolli

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What is destination marketing?

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Destination Marketing is a crucial activity for making the

destination competitive on the tourism market.

Destination Marketing has two main goals:

Improve the attractiveness of the destination;

Position the destination or the tourism products on the

market place;

What is destination marketing?

Destination Marketing, what for?

Promote and sell tourism products related to tourists motivations

“Organize a combination of resources/products/services able to provide a real value for selected target of demands,motivate to buy and satisfy the customers expectations.

James Makens et al., Marketing for Hospitality and Tourism

+Destination marketing vs. mass products marketing

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Destination marketing differs because:

In the tourism sector - diffrently from others sectors, in which the distribution channels deliver the products to the consumers - the consumers move to the destinations;

The tourism product is made up by different components (resources) managed by different stakeholders;

Decisions do not belong to one person/manager;

The image of the destinations can be influenced by external factors that can not be managed;

Vs.

+ What influences competitivity

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DEMAND OFFER

Why destination marketing?

+ 8Why destination marketing?

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Responsible Tourism

Tourism is an extremely diverse sector , ranging from highly developed mass tourism, through to tourism that relies more on the inherent natural and cultural features

of an area to attract tourists.

Responsible tourism means different things to different places

and market

+Cape Town Declaration /1

1. minimises negative economic, environmental, and social impacts;

2. generates greater economic benefits for local people and enhances the well-being of host communities, improves working conditions and access to the industry;

3. involves local people in decisions that affect their lives and life chances;

4. makes positive contributions to the conservation of natural and cultural heritage, to the maintenance of the world's diversity;

Definition of responsible tourism

+Cape Town Declaration /2

5. provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural, social and environmental issues;

6. provides access for physically challenged people;

7. is culturally sensitive, engenders respect between tourists and hosts, and builds local pride and confidence.

Definition of responsible tourism

+Responsible tourismDefinition of responsible tourism

Motivation for health tourism

20/04/23

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The two souls of health tourism

20/04/23

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Termal Health Tourism features

20/04/23

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