A 21st-Century Approach to Health Tourism Spas: The Case of Portugal

Abstract

Early 21st century postmodern western societies are witnessing the rebirth and reinvention of health tourism founded on new ideologies, concepts, spaces and services mostly dominated by the desire for wellbeing expressed by the spa ideal. This is the affirmation of a new reality which, considering its growing role in present-day society, requires research, especially regarding demand, motivation and profile. Based on doctoral research in tourism, leisure and culture entitled The New Spaces for Leisure, Tourism and Health in Portugal: The Spas, this article sets out to present, examine and discuss a review of the literature on current principles and issues associated with health and body management, especially as they pertain to periods of leisure and tourism through a global and transversal approach. Then, in empirical terms, the article portrays the client profile of the new spas (including the new wellness segment tourist), founded on a pioneering and wide-ranging national survey carried out in Portugal. The information was gathered by means of a questionnaire directed to clients of Portuguese spas. Spa-goers were questioned as to the regularity, services, motivation and context of their spa use, as well as their other healthcare habits. Based on the information gathered, a profile of spa-goers in Portugal was designed and, by means of a classification technique, clusters were subsequently identified in this consumer group.