African Journal of Hospitality, Tourism and Leisure (Nov 2018)
Thermal spas and their role in wellness tourism: An Italian Overview.
Abstract
Health and wellness tourism is an important and broad sector of the tourism industry, and the one that is growing faster each year. The strong affirmation of the concept of wellness, on the one hand, and the not always clear relationship with the concept of health, on the other hand, is showing strong repercussions on the behavior of companies operating in this field. Interestingly in this regard, we find the situation of the thermal springs, which, for historical, cultural and linguistic reasons, have over time assumed different roles and functions in satisfying the needs and wants of customers in specific geographical areas. These companies have been studied in a fragmented and residual way in the extant tourism and management literature. This document focuses on thermal springs operating in Italy. It aims to explore the main strategic issues of the spas operating in Italy. The stress on these companies derives, not only from the remarkable tradition that they represent in the country, and the richness and quality of the thermal springs that characterize them, but also from the need to shed light on the causes that still slow down the harmonization process with the wellness aspects, thus penalizing the Italian thermal sector. The analysis of the literature on thermal spas revealed the most relevant issues to which scholars are devoting their efforts. The researcher draw on secondary data from inter alia sources such as Federterme (Italian Association of thermal spas) and Federturismo (Italian Association of Tourism Enterprises). It is argued that the contribution of this study is threefold. First, by focusing on thermal springs, it contributes to the development of studies about a sector of health tourism relatively unexplored. Secondly, by highlighting thermal springs operating in Italy, the researcher point out strengths and weaknesses of these enterprises. Finally the study is completed by considering some limitations in analysis and suggestions for further research are proffered.
