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Brand and Competitiveness in Health and Wellness Tourism

2023Book part Restricted access
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dc.contributor.authorSantos, Eleonora
dc.contributor.authorCrespo, Cátia
dc.contributor.authorMoreira, Jacinta
dc.contributor.authorCastanho, Rui Alexandre
dc.date.accessioned2024-01-11T15:38:56Z
dc.date.available2024-01-11T15:38:56Z
dc.date.issued2023
dc.descriptionAcknowledgements This paper is financed by National Funds of the FCT—Portuguese Foundation for Science and Technology within the project «UIDB/04928/2020»pt_PT
dc.description9th International Conference of the International Association of Cultural and Digital Tourism, IACuDiT 2022. September 2022 through 3 September 2022.pt_PT
dc.description.abstractHealth 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationSantos, 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_44pt_PT
dc.identifier.doihttps://doi.org/10.1007/978-3-031-26829-8_44pt_PT
dc.identifier.isbn978-3-031-26829-8
dc.identifier.isbn978-3-031-26828-1
dc.identifier.urihttp://hdl.handle.net/10400.8/9248
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringerpt_PT
dc.relationCentre of Applied Research in Management and Economics
dc.relation.publisherversionhttps://link.springer.com/chapter/10.1007/978-3-031-26829-8_44pt_PT
dc.subjectHealth and wellness tourismpt_PT
dc.subjectRegional policypt_PT
dc.subjectTourism managementpt_PT
dc.titleBrand and Competitiveness in Health and Wellness Tourismpt_PT
dc.typebook part
dspace.entity.typePublication
oaire.awardTitleCentre of Applied Research in Management and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04928%2F2020/PT
oaire.citation.endPage721pt_PT
oaire.citation.startPage707pt_PT
oaire.citation.titleTourism, Travel, and Hospitality in a Smart and Sustainable Worldpt_PT
oaire.fundingStream6817 - DCRRNI ID
person.familyNameSantos
person.givenNameEleonora
person.identifier.ciencia-id321B-D068-1CB4
person.identifier.orcid0000-0003-4693-0804
person.identifier.scopus-author-id56903606100
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsclosedAccesspt_PT
rcaap.typebookPartpt_PT
relation.isAuthorOfPublication68e18938-f060-47d1-b0b8-4ca1f2e47dbe
relation.isAuthorOfPublication.latestForDiscovery68e18938-f060-47d1-b0b8-4ca1f2e47dbe
relation.isProjectOfPublication4c5aa29d-4b03-4713-8f40-08b3bbfd88d7
relation.isProjectOfPublication.latestForDiscovery4c5aa29d-4b03-4713-8f40-08b3bbfd88d7

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