1. Health and wellness tourism: trends and strategies Paolo Grigolli

2. + 2 ProductPromotionPlacementPrice What is destination marketing?

3. + 3  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?

4. 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

5. + Destination marketing vs. mass products marketing 5 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.

6. + What influences competitivity 6 Natural, cultural, artificial resources, events; Attractions Roads, trains, airports; Accessibility Commercial activities, other services etc. Recreation Accommodation facilities (hotels, B&B, lodge, CBT etc. Accommodation All activities: adventure, sports, culture etc. Activities Packages and offer available on the market. Commercial accessibility

7. + 7 DEMANDOFFER Why destination marketing?

8. + 8 WHY? Excess of offer Higher competition New motivations Change in consumers’ behavior Product specialization Why destination marketing?

9. + 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

10. + 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

11. + 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

12. + Responsible tourism Definition of responsible tourism Creating better places for people to live in and for people to visit GovernmentCompaniesCommunitiesTourists

13. Motivation for health tourism 23/10/2015 13 Health Tourism healingpreventionwellness

14. The two souls of health tourism Health Tourism Medical Tourism Wellbeing Tourism 23/10/2015 14

15. Termal Health Tourism features 23/10/2015 15 Traditional Health Tourism Healing and prevention Medical care Thermal Medicine Long stay Senior Demand