The Holistic Wellness Boom Tourism Essay Example

towards a medical approach in Europe. However, with the decline of illnesses and improvements in healthcare, this trend has now shifted towards more relaxing and indulgent activities. Nonetheless, the focus on water and medicine can still be observed in European Spas today (Smith; A; Puczko, 2009). In the 1980s, one major trend in the spa industry was government intervention, resulting in a significant increase in guests who visited spas with government funding. Another trend that emerged during this period was hotels' increased interest in adding spas to their hotel amenities.

This was during the time when day-spas became popular (Cohen ; A ; Bodeker, 2008). What is the reason behind this health trend? One could argue that it is our own interest in wellness or perhaps it is society that is pushing us to be perfectly healthy. The German sociologist Ulrich Beck is one of the few authors who coined the term "risk society", which refers to how we deal with various risks and uncertainties that come with modernization. In other words, humans have moved away from traditional ways of living, which creates a sense of division and contributes to the risk society.

According to Beck (1992), the risk society emerged due to two factors: the disappearance of real financial scarcity and the release of risks and threats associated with increasing productive forces. This concept is closely linked to the term anomy, introduced by Emile Durkheim, which refers to a state of panic and confusion resulting from society's lack of shared standards and values. This mental state of society affects individuals.

The text indicates that individuals are always in search of fulfillment and pushing themselves to accomplish more.

This can result in establishing impractical expectations, which lead to feelings of failure and letdown. Individuals define their identities through the products and services they utilize. Presently, people prioritize working for a living rather than living for work, signifying a change from past viewpoints.

With the emergence of new trends, there is a corresponding shift in lifestyles (Eriksson; A; Cronebratt, 1985). In present-day society, the significance of communities is diminishing. Individuals are devoting less time to their families compared to previous generations. Nowadays, people prioritize their careers before finding stability and starting a family.

The increase in individual families and decreasing birth rate per household has resulted in people actively seeking community-free zones, potentially leading to feelings of loneliness (Smith, A, & Puczko, 2009). According to Bauman (2001 as cited in Smith, A, & Puczko, 2009, p. 70), this may explain why many wellness tourists visit holistic centers or yoga retreats, aiming to find some form of connection with others. These retreats offer temporary communities where like-minded individuals gather. Older individuals might choose to attend a retreat in search of understanding and empathy that they may not find at home.

A significant portion of medical trips are driven by the desire for companionship (Smith; A; Puczko, 2009). The demand for health and wellness is also influenced by an obsession with the self. With the growing significance of media, technology, and consumer-oriented services, our preoccupation with ourselves has reached unprecedented levels. Today's individuals are more fixated on their body, appearance, clothing choices, and famous personalities. On one side of the spectrum lies our struggle with physical bodies while on the other end is our quest for inner self (Smith;

A; Puczko, 2009). Additionally, there is a desire to voluntarily simplify and downsize.

This desire to escape from long hours, excessive stress, and materialistic focus in life (Smith; A; Puczko, 2009) is driven by the demand for a simpler life. According to estimates from The Trends Research Institute, 15% of American adults will adopt this lifestyle by the end of the decade (Humphreys, 2007 as cited in Smith; A; Puczko, 2009, p. 72). Religion is also a contributing factor.

According to Smith and Puczkjo (2009), a growing number of people are using tourism to visit religious sites and achieve their health goals. They also identified various factors that contribute to the growth of wellness tourism. These factors can be classified into external factors such as medicine, therapy, healing, psychology, nutrition, and government policy; and internal factors such as time-poor individuals with sufficient financial resources and a sense of curiosity.

According to Monteson ; Singer (2004), in today's lifestyle, invitees are becoming more aware of the connection between the mind and body, as well as the importance of slowing down. The authors conducted HFD consumer research and identified key characteristics of spa-goers. One group identified is "Women under 40 years old". This group is highly influenced by their stage in life and financial security, as they have challenging careers. Their primary interest in visiting a spa is to be pampered and reduce stress, rather than focusing on weight loss or exercise.

The second group is known as "Women over 50 years old". These women prioritize the healing aspects of their spa visits and aim to rejuvenate their body and spirit. Facial treatments are particularly popular among them, and they view

their spa visit as an escape. This group is considered the most loyal (Monteson & Singer, Sage Publications, 2004). The third and final group identified by the authors is the "Male spa-goers". This group is more difficult to associate with a specific lifestyle. Generally, men see spas as a place to visit with their partners.

According to a study conducted in the United States in 1997 (Monteson & Singer, Sage Publications, 2004), the workforce is primarily interested in various sweat rooms, massage services, and exercise. The study also reveals an increase in young people visiting spas, with spa-goers looking for a balanced spa experience (Monteson & Singer, Marketing a resort-based spa, 2004). Additionally, the study identifies the top four reasons for visiting a spa as stress relief, indulgence, escape, and a desire to feel better. Surprisingly, the study shows that physical reasons such as weight loss or improving appearance are not the main motives for spa visits.

According to Monteson and Singer, the 2003 ISPA provides more recent information about the reasons for visiting a spa. These include relieving stress or feeling relaxed, indulging oneself, and improving self-perception. The ISPA conducted a survey on the spa industry in 2007, revealing that women dominate the wellness and health spa sector. The primary target market for this industry is the baby boomers, who show a growing interest in alternative treatments. The average spa-goers are typically in their 30s to 40s. The survey also highlighted relaxation as the main purpose for visiting a spa.

(ISPA, 2007 as cited in Cooper & Erfurt-Cooper, 2009, p. 168) The growth of the health industry is influenced by various factors including changes in demographics, economics,

and lifestyle. A key factor is the aging population in developed countries which creates a higher demand for healthcare. Moreover, the increasing costs of healthcare emphasize the significance of maintaining good health.

The watering place industry has experienced significant growth in the past two decades, shifting its focus from health and hydrotherapy to becoming a hospitality industry. (Tabacchi, 2010) While there are various definitions of holistic health, there are certain factors that a great resort must incorporate. In an article by Zimmer and Clarke (2006), they outline the characteristics that a holistic health resort should possess. The spa/resort must consider the surrounding environment when designing the spa. Additionally, using non-toxic materials in the construction of the resort is important.

To maintain smooth operation of the spa/resort and minimize interruption, it is crucial for them to employ local resources and promote self-sufficiency. It is essential that the water used for bathing meets high quality standards, as it has traditionally been utilized for this purpose. Moreover, the spa/resort should capitalize on natural sunlight and facilitate air movement. Zimmer and Clarke (2006) argue that visitors must reconnect with nature by immersing themselves in the facility's natural landscapes.

Smith & Puczko (2009) state that a holistic retreat typically includes activities such as yoga, karma yoga, co-listening, dance/paint/sing, life coaching, and dream workshops. According to an article by Spa Asia Magazine in 2005 cited in Cooper & Erfurt-Cooper (2009), holistic interventions encompass various practices including psychotherapeutics, herbal medicine, homeopathy, hypnotherapy, acupuncture, iridology, reiki, naturopathy, Ayurveda, sound healing aroma therapy massage and hydrotherapy. Western Europe is known for its renowned spas like Vichy in France Baden Baden in Germany Bath in the United Kingdom

and Spa in Belgium. Thalassotherapy has a rich history particularly in France within Western Europe. Germany offers more than 500 wellness hotels which is quite impressive.

The popularity of holistic health is rapidly growing in Western Europe, including activities such as yoga and meditation retreats, trade shows, and festivals (Smith ; A ; Puczko, 2009). According to AllaSpa.se, there are currently 59 spa hotels in Sweden (Spa Hotell I Sverige, 2010). Similarly, SpaWeekendHotels.se lists 51 spa hotels in Sweden (Spa Weekend Hotels, 2010). Smith ; A ; Puczko (2009), p. 129 states that Northern Europe lacks in terms of an "outstanding approach to health tourism", while Western Europe is more advanced in this aspect.

Due to the lack of natural healing resources and tradition, people do not tend to believe or trust the beneficial effects of medical waters. Therefore, health and wellness tourism is primarily focused on relaxation, fitness, and saunas (Smith ; Puczko, 2009). However, in 1885, Dr. Carl Curman introduced the first bath of the Nordic states in Sweden (Sturebadets historia, 2010). Nordic states have always been associated with saunas and it is more of a part of everyday life rather than a luxury at a spa. Another popular activity is Nordic walking (Smith ; Puczko, 2009).

Cryotherapy is a popular form of treatment in Nordic countries. The "Svenska Spahotell" is an organization for high-quality spa hotels in Sweden. To become a member, certain standards regarding fitness, relaxation, nutrition, and safety must be met. The purpose of the union is to promote the spa members, provide education and competence development, respond to employer inquiries, and provide benchmarking. Schletterer Wellness & Spa GmbH is a leading spa

planning and consulting company worldwide. Their article "Spa trends 2020: You can only be surprised!" highlights various opportunities for the spa industry. (Schletterer, 2008)