Brand and Competitiveness in Health and Wellness Tourism

Detalhes bibliográficos
Autor(a) principal: Santos, Eleonora
Data de Publicação: 2023
Outros Autores: Crespo, Cátia, Moreira, Jacinta, Castanho, Rui Alexandre
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.8/9248
Resumo: Acknowledgements This paper is financed by National Funds of the FCT—Portuguese Foundation for Science and Technology within the project «UIDB/04928/2020»
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spelling Brand and Competitiveness in Health and Wellness TourismHealth and wellness tourismRegional policyTourism managementAcknowledgements This paper is financed by National Funds of the FCT—Portuguese Foundation for Science and Technology within the project «UIDB/04928/2020»9th International Conference of the International Association of Cultural and Digital Tourism, IACuDiT 2022. September 2022 through 3 September 2022.Health and wellness tourism is growing worldwide, triggering a resurgence of competition in this segment and a clear need for the supply to develop new products and services, increasingly creative and exclusive, capable of attracting tourists. Thermal waters in Portugal are considered very rich in terms of chemical composition, which makes their use highly important in various wellness and rejuvenating therapies like balneotherapy, thermalism, etc. This enables the country to pursue a differentiated wellness-related experience product, which is a key determinant of customer loyalty and can play an important role in regional development. Natural resources contribute to the strengths of territories and can be leveraged by marketing tools such as brands. This article intends to draw inferences about the effect of the brand on the competitiveness of the wellness tourism supply, across NUTS II regions of the continent, during the period of ten years, with a special focus on the recent period of the COVID-19 pandemic. With a sample of 10 spas in Portugal, retrieved from SABI database, we analyze the evolution of four competitiveness indicators: market share, productivity, return on investment and talent retention, for 2010–2020, by clusters of firms with and without brand. The correlation analysis between brand and competitiveness indicators suggests a strong positive and significant relationship between brand and market share, in the Centro and Lisbon regions, starting in 2017 and increasing over time. Finally, some recommendations on tourism management are made to improve the competitiveness of the supply.SpringerIC-OnlineSantos, EleonoraCrespo, CátiaMoreira, JacintaCastanho, Rui Alexandre2024-01-11T15:38:56Z20232023-01-01T00:00:00Zbook partinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://hdl.handle.net/10400.8/9248engSantos, E., Crespo, C., Moreira, J., Castanho, R.A. (2023). Brand and Competitiveness in Health and Wellness Tourism. In: Katsoni, V. (eds) Tourism, Travel, and Hospitality in a Smart and Sustainable World. IACuDiT 2022. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-26829-8_44978-3-031-26829-8https://doi.org/10.1007/978-3-031-26829-8_44metadata only accessinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-09-26T18:27:40Zoai:iconline.ipleiria.pt:10400.8/9248Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-09-26T18:27:40Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Brand and Competitiveness in Health and Wellness Tourism
title Brand and Competitiveness in Health and Wellness Tourism
spellingShingle Brand and Competitiveness in Health and Wellness Tourism
Santos, Eleonora
Health and wellness tourism
Regional policy
Tourism management
title_short Brand and Competitiveness in Health and Wellness Tourism
title_full Brand and Competitiveness in Health and Wellness Tourism
title_fullStr Brand and Competitiveness in Health and Wellness Tourism
title_full_unstemmed Brand and Competitiveness in Health and Wellness Tourism
title_sort Brand and Competitiveness in Health and Wellness Tourism
author Santos, Eleonora
author_facet Santos, Eleonora
Crespo, Cátia
Moreira, Jacinta
Castanho, Rui Alexandre
author_role author
author2 Crespo, Cátia
Moreira, Jacinta
Castanho, Rui Alexandre
author2_role author
author
author
dc.contributor.none.fl_str_mv IC-Online
dc.contributor.author.fl_str_mv Santos, Eleonora
Crespo, Cátia
Moreira, Jacinta
Castanho, Rui Alexandre
dc.subject.por.fl_str_mv Health and wellness tourism
Regional policy
Tourism management
topic Health and wellness tourism
Regional policy
Tourism management
description Acknowledgements This paper is financed by National Funds of the FCT—Portuguese Foundation for Science and Technology within the project «UIDB/04928/2020»
publishDate 2023
dc.date.none.fl_str_mv 2023
2023-01-01T00:00:00Z
2024-01-11T15:38:56Z
dc.type.driver.fl_str_mv book part
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.8/9248
url http://hdl.handle.net/10400.8/9248
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Santos, E., Crespo, C., Moreira, J., Castanho, R.A. (2023). Brand and Competitiveness in Health and Wellness Tourism. In: Katsoni, V. (eds) Tourism, Travel, and Hospitality in a Smart and Sustainable World. IACuDiT 2022. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-26829-8_44
978-3-031-26829-8
https://doi.org/10.1007/978-3-031-26829-8_44
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eu_rights_str_mv openAccess
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dc.publisher.none.fl_str_mv Springer
publisher.none.fl_str_mv Springer
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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