Tourist Destination Branding in Function of Market Positioning and Increased Competitiveness of Spa Tourism

Šajinović, Siniša

doi:10.7251/zrefis1613029s

Cited by 4 publications

(1 citation statement)

References 3 publications

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“…Wellness tourism "collaborative and proactive marketing" refers to the capability of an area or tourist attraction to collaborate with other destinations and attractions and proactively market to their targeted customer groups. In previous studies, researchers found that that factors indicating collaborative and proactive marketing included the formation of collaborative clusters as well as the number of partnerships and collaborative projects [91,98,99]; the application of business networks and alliances to communicate with all stakeholders, including the establishment of strategic alliances in destination competitiveness [16,98]; opportunities and support of local communities in taking part in planning wellness tourism [98,100]; collaboration with wellness and health tourism agencies [21]; collaboration between public and private agencies by determining firm tourism strategies through joint public-private policymaking, commitment of the public sector to tourism and hospitality education, and commitment of the private sector to tourism and hospitality education [80,98,101]; collaboration with public and private agencies to advertise wellness tourism products and services including wellness tourism marketing, promoting networking, and strategic planning, and public-private partnerships (PPPs) in healthcare financing [21,92,98,99,102]; a focus on offering targeted brand stories that support community and environmental development [87,103]; targeted brand building to attract tourists with on-trend slogans, logos, and health promotion services of tourism destinations [16,20,21,99,104,105]; the organization of wellness tourism programs and activities in which local communities could participate that also create local employment opportunities [99]; building a more impactful brand identity than the competitors', [90,104,105]; linking advertising and marketing through health-related social media and sporting connections as well as business ties and trade links in key tourist origin ...…”

Section: Wellness Tourism Collaborative and Proactive Marketingmentioning

confidence: 99%

Developing and Validating an Assessment Scale to Measure the Competitiveness of Wellness Destinations

et al. 2022

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The present study developed an assessment scale to measure the competitiveness of wellness destinations in Thailand, particularly from the perspective of the wellness tourism firm. A literature review and in-depth interviews informed the components and indicators for the assessment. Then, a scale was developed to evaluate the effectiveness and accuracy of the measurement scale using exploratory factor analysis and verification by confirmatory factor analysis. These analyses generated seven dimensions of wellness tourism: destination environment, travel and policy, infrastructure and capacity, manufactured and cultural resources, strategy and structure, novelty potential, and cooperative and proactive marketing. The results indicate strategies and considerations to improve the competitiveness of wellness destinations in Thailand. The assessment tool may be valuable for wellness tourism clusters and stakeholders to assess and promote wellness destination competitiveness.

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Section: Wellness Tourism Collaborative and Proactive Marketingmentioning

confidence: 99%

Developing and Validating an Assessment Scale to Measure the Competitiveness of Wellness Destinations

et al. 2022

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Destination brand identity as a mediator between accessibility and tourist perception: Promoting Bama Yao as potential wellness tourist destination in China

Yan,

Alagas,

Jambulingam

et al. 2024

Tour

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This study aims to examine the impact of accessibility and destination brand identity on Chinese wellness tourist perceptions. It considers Bama Yao autonomous district’s growth towards longevity tourism and contributes to empirical work on the Chinese wellness tourism market. This quantitative research incorporated a post-positivism paradigm with the non-probability convenience sampling method to collect paper-based questionnaires: a total of 346 were coded for data analysis. The results demonstrated that accessibility positively influenced destination brand identity and tourist perceptions. Equally destination brand identity positively influenced tourist perception. Meanwhile, destination brand identity mediated the relationship between accessibility and tourist perception for wellness tourism destinations. However, the cross-sectional study’s results cannot be generalizable, and the sample may be one of its limitations. The present study provides policymakers and practitioners with the theoretical and practical basis to understand and predict tourists’ perceptions of wellness tourism destinations in China.

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Image and Branding in Health Tourism

Küçükkambak

2023

Global Perspectives on the Opportunities and Future Directions of Health Tourism

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In the last thirty years, there have been radical changes and innovations in individuals' lifestyles. The tourism sector has also been significantly affected by this change. The rapid growth of the Health Tourism sector, especially in the last ten years, and the expectation of an increase in the market potential for the future; attracts the attention of researchers, entrepreneurs, and managers. In today's market conditions, where competition is intensely based on brands, it has become necessary to brand destinations as touristic products. In this research, why and how health tourism destinations should focus on branding activities in tourism activities has been discussed on theoretical grounds and with examples from various regions of the world. It is expected that this study will contribute to the literature in terms of determining the research gaps for the studies to be carried out in the field of health tourism, as well as the expectation that it will provide implications in terms of practical applications for branding in health tourism in the future.

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Tourist Destination Branding in Function of Market Positioning and Increased Competitiveness of Spa Tourism

Cited by 4 publications

References 3 publications

Developing and Validating an Assessment Scale to Measure the Competitiveness of Wellness Destinations

Developing and Validating an Assessment Scale to Measure the Competitiveness of Wellness Destinations

Destination brand identity as a mediator between accessibility and tourist perception: Promoting Bama Yao as potential wellness tourist destination in China

Image and Branding in Health Tourism

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