Health & Wellness Tourism in Manipal- Push & Pull factors ,Potential Strategies and suggestions through SWOT Analysis

Tharakan , Y G (2012) Health & Wellness Tourism in Manipal- Push & Pull factors ,Potential Strategies and suggestions through SWOT Analysis. In: 5th International Colloquium on Tourism & Leisure, 9-12th July,2012, Bangkok, Thailand. (Unpublished)

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Abstract

The four elements, water, fire, earth, and air are the basis of European health and wellness model. The harmonization of these elements are considered essential for millenniums by Indian, Chinese and Greek philosophies and successful models have been practiced based on harmonization of these elements (Lee, 2004). The concept of wellness as developed by Dunn is a special state of health comprising an overall sense of well-being which sees man as consisting of body, spirit and mind and being dependent on his environment. According to him Wellness is clearly a complex concept, incorporating elements of life style, physical, mental and spiritual wellbeing and ones relationship to oneself, others and environment [Dunn (1959)]. The World Health Organization’s definition as quoted by Nahrstedt, (2005) states that Wellness is ‘a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity’ According to Kasper as quoted by Mueller and Kaufmann (2001), “Wellness tourism is the sum of the all relationship and phenomena resulting from a change of location and residence by people in order to promote, stabilize and restore physical, mental and social well being while using health services and for whom the places where they are staying is neither their principal nor permanent place of residence or work.” Wellness is supposed to create harmony in mental, physical, spiritual, or biological health in general and has stronger ties with changing life style or doing something healthier than curing a specific disease. Health and wellness as a concept has been practiced in India since time immemorial. India has a long history of wellness practices with distinction of being the birthplace of alternate therapies such as Ayurveda which has entered in to the domain of spas. Many ancient practices such as Rasayana chikitsa, which deals with improving health and vitality; Swedakarma; Panchakarma treatment etc, which had remained unpracticed for long have been brought back to life through the opening of wellness centers and spas across the country. A report released by Associated Chambers of commerce and industry of India (ASSOCHAM) in October 2010 on Ayurveda, Yoga and Medical tourism stated that the wellness segments was likely to be the biggest beneficiaries of the commonwealth games 2010 to be held in New Delhi gaining around Rs.1000 corers. The Ayurveda and Yoga segments alone were expected to earn business of Rs. 600 crores and revenue prospects for medical tourism was predicted to be around Rs.400 crores. However, the fact that it is a vast and lucrative business which is waiting to be tapped has emerged only in the recent times. The health and wellness tourism with an emphasis to spas has increasingly become an important economic and marketing strategy for hoteliers, resort owners, and tourist destinations to attract more tourist visits. This paper presents an exploratory qualitative study that seeks to understand the health and wellness tourist’s motivation among the international students, parents, relatives, and visiting delegates of Manipal. It reports the empirical findings of health and wellness tourists motivation by extending the push and pull motivation theory that focus on individual’s psychological factors ie; motivation, perception, and attitude towards health and wellness. It also analyses the strengths, weakness, opportunities and threats at this peculiar destination famous for education. The data collection was conducted using in depth interviews with a sample size of 100 tourists composing of parents, relatives, international students present in Manipal during the period of September to October 2011.It reveals that the most of the parents are in the age group of 45 to 55 who are very conscious about the health and wellbeing, and the students in the age group of 22 to 25, with a growing interest in healthy lifestyle. The findings would benefit to understand the motivational factors that increase the frequency of student’s parents and relatives visit to Manipal and also the strength, weakness, opportunities and threats prevailing in this particular destination.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Healthy lifestyle, motivation factors, Wellness tourism, Ayurveda
Subjects: Hotel Management > WGSHA Manipal
Depositing User: WGSHA EPrints Administrator
Date Deposited: 04 Apr 2013 07:14
Last Modified: 04 Apr 2013 07:14
URI: http://eprints.manipal.edu/id/eprint/79475

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