The emphasis of the meeting lies on the exchange of theoretical insights and practical experiences with tourism (re) development in traditional spa towns (mainly in Europe). The challenges for revitalisation policies are complex; although every place is unique, the options for the future need to be studied in the shared context of a global, dynamic and competitive market.
The initiative to focus on key issues in managing and marketing of historic spa resorts in particular was taken by a small working group on Spa Tourism that includes researchers from universities in Belgium and the Netherlands and in close collaboration with ATLAS. In this international network, a SIG (Special Interest Group) around Spa and Wellness Tourism was created. The SIG meeting in Budapest (2007) has marked some tracks of common interest.
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The results of an European project (ESPON, 2006) on 'Cultural heritage and identity' opened new perspectives on the common, yet so different heritage assets for cultural tourism all over Europe. One category of places with a well marked identity; both intangible and intangible resources are the traditional Spa towns. Natural resources have been discovered and used for health and pleasure ever since the Roman bath culture was spread all over the Roman Empire.
There are many typical characteristics in the urban morphology and architecture of these places, which became 'places to meet' in the high days of the elite health and leisure travel. The stage of decline in the TALC (Tourist Area Life Cycle), seems a common destiny as well, although economic and political factors might explain some structural differences, for instance between the former east European spa's and development model in Western European countries. Whatever their history, the iconic urban landscape and the narratives, all these places are now facing the challenge to revitalise their cultural and natural resources as a lever for the local economy.
The key issue seems to be creativity in valorising the past, which implies often-difficult decisions to be made in terms of conservation and diversification of economic activities. The current debate about revitalisation strategies is based on cultural impulses for place identity and branding and innovative destination marketing with an open window on the world. The global success of travel to health & wellness resorts, of special trips and stays related to medical tourism, of culturally inspired trips to traditional spa resorts all over Europe, marks the competitive arena, both for traditional and new Spa resorts.
In the keynote speeches attention will be paid to the role of cultural heritage assets- both tangible and intangible - in the revitalisation of the local economy. This implies an analytical understanding of global trends in the health and wellness travel and the fierce competition with newcomers in the market. The challenge for researchers and marketers is to identify the potentials of tourism as a lever for urban revitalisation and for repositioning the resort in the global tourism market.
It is suggested that revitalisation policies of traditional spa resorts are based on innovative (re-) use of their cultural heritage. Yet, about the role and potential of the spa heritage in the process of revitalisation of a cultural destination, little empirical insights have been reported. In how far is it advantageous to brand the destination on traditions or rather on new uses? Are the cultural heritage assets integrated in the image building of the place? Or has the actual attraction of spa destinations passed this stage of romantic narratives to be replaced by (universal) technological infrastructure for wellness & health therapy? Above all these questions emphasise the need to know more about the profile, motives, activities and expectations of the user of spa resorts.
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Instead of a traditional call for papers, this call goes out for discussion statements based on personal research or experiences and directly related to the themes of the symposium. The affiliation or support to one of the workshop themes needs to be clearly indicated (keywords).
All the discussion statements submitted, will be reviewed by the scientific committee and allocated to one of the two workshops.
After an introduction to the theme of the workshop, the moderator will then invite the submitter of a statement to make his/her point in the discussion round. This implies no sequential presentation of papers and power points, but an interactive and informal discussion on different viewpoints and experiences.
This format of the workshop implies that all participants have received and read in advance the document with all the discussion statements and supporting material if necessary, thus allowing for more multilateral exchange of ideas and interaction.
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Discussion notes should be submitted through this form
There are 2 workshops, for each a set of three keywords from which abstract submitters should chose one:
Workshop I:
- Destination planning
- Conservation
- Cultural heritage
Workshop II:
- Destination branding
- Narratives
- Reimaging
- Maximum of 400 words
- English only - Include max 3 references
- Name of author(s) & Affiliation
- Statement - related to which theme (3 keywords)
- Statement linked with or based on former/current research activities
Information on the submitted abstracts can be communicated with "Tourism Tools for Development" by sending an e-mail to TT4D@skynet.be.
Only statements of registered participants will be included in the symposium documents.
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| 15 December 2007 |
: Submission of the discussion notes. |
| 15 January 2008 |
: Allocation to workshop by members of the scientific committee. |
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- Dr. A. Diekmann (ULB-Brussels)
- Dr. A. Duquesne (ULB-Brussels)
- Dr. M. Jansen-Verbeke (KULeuven)
- Dr. W. Munsters (Maastricht)
- Dr. M. Smith (ATLAS)
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- Anton Gosar
- University of Primorska
Koper-Capodistria, Slovenia
- CV
The professional carrier started within the tourist industry where he was tour-guide and travel agent for almost a decade. Has switched to academia as he completed MA studies in Boulder, Colorado (1982). The hierarchical stepladder concluded by becoming Full Professor at the University of Ljubljana, Slovenia, in 1999 and Dean of the Faculty of Humanities at the University of Primorska, in 2002. Has taught and lead research at universities and research institutes in Slovenia, Germany (Munich, Bayreuth), USA (Boulder, Co., Portland, Or. Springfield, Mo.) and New Zealand (Christchurch). Has had US's Fulbright (2x), German's DAAD and New Zealand's Erskine Fellowships. Professional work included studies on tourism geography, political geography and population geography. Area preference: the Balkans, the Alps and the Eastern Mediterranean. Was among European scientists introducing social geography into profession. Was Head of the Department of Geography and Vice-Dean of the Faculty of Arts at the University of Ljubljana and Vice-President of the National Board of Higher Education. Was in 2005 awarded Ambassador of Science by the Government of Slovenia and in 2006 named Honorary Member of the Austrian Geographic Society. Through the co-authorship of "Slovenia - the Tourist Guide" he's become known to the lay public, as this work was awarded Europe's best guide-book in 1995. Is doctor of geographic sciences, teacher, head of the Department of Geography, and member of the Senate of the university at the dynamic port-town Koper-Capodistria in Slovenia/EU. Is the President of the Commission on Political Geography of the IGU (International Geographical Union). Is member of the IAST - the International Academy for Studies in Tourism.
- Abstract keynote speech
Spa's - another Successful Tourism Product of East Central Europe?
Among East-Central Europe's tourism products the traditional spas, based on natural healing waters, are gaining success since the 1990's. In addition, a large number of new-age spas have been constructed, where to the healing effects of the waters numerous watering experiences for the recreation and fun seeking visitors were added. The older spa's, dating back into the Roman times and re-juvenated in the Austro-Hungarian Monarchy, have to adapt to the trend. Long-term visits of the traditional health seeking visitor and short term visits by the "urbanites" have increased the value of the product within the national tourism economy - in particular in the Czech Republic, Slovakia, Hungary, Croatia and Slovenia. Wellness programs and rejuvenating products are, in regard to the increasingly elderly population of Europe, most popular. Casinos are again becoming visible brand names of named tourist resorts. Congress centers are mushrooming there, whereas once popular dance halls (at least at present) slowly disappear. The paper will analyze the increase of visits and profits as well as selected product changes. It will finally focus on Slovenia where close to 30 traditional and new-age watering places exist. The almost non-seasonal character of the spas will be compared to other selected products of the industry in number of tourist visits and value. It will also discuss changes which the refurbished and new spas have made in terms of urban development and social conditions
- Monika Rulle
- Institute of Geography and Geology
Ernst-Moritz-Arndt-University Greifswald, Germany
- CV
Prof. Dr. rer. nat. Monika Rulle, geographer
Juniorprofessor of Health Tourism
Institute of Geography and Geology
Ernst-Moritz-Arndt-University Greifswald, Germany
Studied at Philipps-University, Marburg, Germany
University of Kent at Canterbury, UK
University of Hamburg (Dr.)
- Research interests
focus on health tourism, cultural tourism, and tourism in rural areas
- Abstract keynote speech
East German Spas: between Path Dependency and Tourism Life Cycle
Spas in Germany look back on a very long tradition: the Spa of Heiligendamm, being the first seaside resort on the continent, was founded in 1793. For over a century, guests were exclusively aristocratic, came mainly for entertainment and stayed often for weeks. However, according to the different political systems in the two German states, the development in their spa sectors has varied greatly after 1945. In the Federal Republic, the figures in the spa tourism have, apart from some smaller crises, steadily risen until the mid 1990s. For spa tourism in the GDR this can not be stated. The number of spa hotels, clinics and other adequate forms of accommodation fell constantly until 1989.
After the reunification, the spas in the East German states underwent a total change. Now, almost two decades later, the same spas need further modernisation. The paper discusses the difference between the situation of the spas after the reunification and their recent struggle for a modern appearance. A comparative case study of the spas of Heiligendamm (well known since the G8 Summit), nearby Bad Sülze (traditional mud bath) and Ahlbeck (seaside resort on the Island of Usedom) will be undertaken.
- Wolfgang Nahrstedt
- Universität Bielefeld
Fed. Republic of Germany
- CV
Wolfgang Albert Nahrstedt (born 1932 in Hamburg) studies since more than 40 years how mega-trends as leisure, tourism and now wellness change the needs of people and the structures of society. He is professor (em.) of the University of Bielefeld, was founder and chair (1983-2003) of the Institute of Leisure Studies and Cultural Work (IFKA: see: www.ifka.de), president (1996-1999) of the European Leisure and Recreation Association (ELRA), board member (same time) of the World Leisure and Recreation Ass. (WLRA), co-founder and member in the founding board (1996-1998) of the German Association for Tourism Science (DGT).
- Abstract keynote speech
From medical wellness to cultural wellness: Wellness education as a new challenge for leisure studies, tourism policies and health sciences
"It makes me suspicious, that many train the body, but only few the spirit." (Seneca)
Nomen est omen: SPA= sanus per aqua. The place of this conference animates to reflect a long global health history and tradition looking for modernization. Thesis of my contribution therefore should be: health education has to be broadened and increased by wellness education! However: "medical wellness" alone does not meet the goal "complete well-being" for all human beings as defined from the UNO (1946) for the WHO. The strive for health has to be increased going higher as "medical wellness" by "cultural wellness" till "high level wellness". "Medical wellness" as also "health teaching" and "health education" concentrate on the ability to stay healthy and to recover from illness. For the "growth" of health with the goal of "complete well-being" till "high level wellness" (Travis 1972) becomes fundamental to gain the therefore necessary ability by an on "cultural wellness" oriented "wellness education". Only on this way can be achieved the ´highest reachable constitution of health for all people`, the WHO is recommending and striving for. Condition will be a "wellness training" since childhood as base for a "wellness education" life long!
Corresponding to this has started already a differentiation also between "Health Tourism" and "Wellness Tourism" in Europe. So explains Harald A. Friedl, tourism scientist at the university of applied studies Johanneum, Austria, that "health tourism" supports the "goal of preserving, stabilizing and restoring of health" dominant within spas. In opposite can be defined on the base of "wellness" as "a holistic, process oriented understanding of health" (so in the "land of origin" USA) "wellness tourism" as "holistic effort for physical and mental well being" and therefore as ´rise of health` or ´rise of well-being` dominant in tourism regions. "Basic idea is the strive for balance of body, soul, social environment, culture and spirituality", following the US-American health scientist Halbert L. Dunn (1959; see Friedl 2006, p. 6f). Corresponding is the demand also of the economy scientist Leo A. Nefiodow in his new (6th) edition on the so called "Six'st Kondratieff": As total direction is to see a from the 6th Kondratieff announced dominant "health economy" with the goal not only of ´physical` and ´bio-social`, but also ´mental`, ´psycho-social` and ´spiritial` and therefore ´complete health` (Nefiodow 2006, S. 161). This goal will so become also a challenge and task for a "wellness education". So demonstrated a "representative inquiry within the health touristic business" with the slogan "Fango in the morning and Tango in the evening!" Mai 2007 in the German State Mecklenburg-Vorpommern by Prof. Torsten Fischer, Baltic College Güstrow: Even "Medical Wellness" includes "cultural identity education and social integration" and develops to "Cultural Wellness" depending from the interest and engagement of the participants in growing their own life quality. Most guests are Singles between 40 and 60 years old, 85% of them stay at least one week, use this offers also as chance for Social and Cultural Wellness! Special problem however are still specializing of the offer and qualification (splitting) of the personal.
- George Zouain
- CV
Georges S. Zouain holds a Ph. D. in Development Economics (Paris, 1971) and a Diploma in Educational Planning (International Institute for Educational Planning - IIEP), Paris, 1973. Since 2002, he is the founder and principal shareholder of 'GAIA-Heritage (s.a.l.)' a consulting company in the economics and management of cultural heritage. GAIA-heritage has offices in Beirut and Paris and a subsidiary in Romania. Until end 2001, Georges Zouain was Director, Deputy Director of the World Heritage Centre and 'chargé de mission' at UNESCO for the Economics of Heritage. Between 1985 and 1996, he worked for UNESCO as a Programme Specialist in Educational Planning and Economics, Decentralization, Projects Finance, Emergency Operations. From 1973 to 1985, he was an expert within a UNDP/WB project in Oman; Chief of the Population-Education-Development section of UNESCO Regional Office for Africa South of the Sahara (Dakar); Secretary General and assistant professor at the Université Saint-Joseph (Beirut).
- Abstract keynote speech
The World Heritage Convention that was initiated by UNESCO in the early seventies as the tool to protect and reveal the common heritage of humankind has progressively become the most internationally reputed convention for the protection of cultural and natural heritage. It now protects under its list more than 800 hundred sites.
This means that the sites protected under this convention are under the permanent scrutiny of the international community of heritage scientists, of the professional bodies that advise UNESCO and of the World Heritage Committee. Proper conservation and management have become as much a prerequisite for listing as a condition for maintaining the site on the World Heritage List. A well managed site is a guarantee for the World Heritage listing and a matter of pride and reputation for the owners of the site.
From a different angle, the inscription of a site on the World Heritage List has become a fantastic instrument for a possible important increase of tourism: numbers of visitors and increase of revenues are statistically linked to the listing of a site if certain conditions are met.
Indirect economic returns of the listing are often at least as important as the direct returns from tourism. A proper management system and a solid business plan can ensure that the costs caused by the listing are much more than matched by the revenues such a listing generates. In fact and under certain management and protection conditions, the returns of the listing can be very high and stretch to more than the tourism sector.
The conservation of the physical aspects of the site that have contributed to its listing, but also the protection and presentation of the intrinsic values of the site are paramount to the maintenance of its power of attraction. Quality is associated with World Heritage, but also with intelligent tourism, ie with tourism that yields a return to the place. It is the quality of the place that ensures its universal exceptional values and that ensures also that it remains a reputed and attractive place that has a good retention of visitors and that increases the market value of its productions.
In the last ten years, some World Heritage Sites have begun applying with good results these principles that all lead to the same equation: the key to success is to reach the proper equilibrium between the protection and conservation of the values of the site (physical and intrinsic) and the economic use of the site. A small mathematical set of equations can explain best this process.
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Wednesday 12-03-2008
| 19.00 |
Welcome Reception (Golf Club des Fagnes-Balmoral) |
Thursday 13-03-2008
| 8.30 |
Registration of participants |
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| 9.30 |
Opening
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Introduction on the symposium program & themes:
Cultural heritage of traditional SPA towns: Assets and Challenges
Prof. dr. Myriam Jansen-Verbeke KULeuven- Belgium |
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Finding the equilibrium between protection and economic valorisation of cultural heritage
Dr. Georges Zouian- Gaia Heritage - Unesco (Paris -Beirout) |
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From medical wellness to cultural wellness: new challenges for leisure studies and tourism policies
Prof.dr. Wolfgang Nahrstedt - University of Bielefeld (Germany) |
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The importance of Spa towns for tourism in Eastern - Europe
Prof. dr. Anton Gosar - University Koper Caprodistria -Slovenia |
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Trends in health and wellness tourism - implications for Spa towns
Dr. Melanie Smith- University Budapest - Hungary |
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| Afternoon |
Guided visit to the town of Spa and the Thermes with introduction by the private and public partners involved in the cultural and tourism development program of Spa
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| Evening |
Conference dinner at Hotel Radisson SAS - SPA Balmoral
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Friday 14-03-2008
| Wake up call Video message |
Reflections on Spa in the perspective of global trends in Spa resorts
Prof.dr. Peter Murphy - La Trobe University Melbourne- Australia
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| 09.00 |
WORKSHOP 1: Cultural heritage, Conservation & Revitalisation
East German Spas: between path dependency and tourism life cycle
Prof. dr. Monika Rulle - University of Greifswald -Germany
Discussants:
Rapporteur: Katleen Vos
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WORKSHOP 2: Re- imaging, branding, narratives
Re-branding old Spa towns
Dr. Robert Govers (KULeuven)
Discussants:
Rapporteur: Ilja Castermans
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| 16.00 |
Closing Session
- Balance of strong & weak points of the city of SPA
- Conclusions from the workshops
- Research agenda & proposals for joint projects
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| Registration fees are: |
ATLAS members |
Non-Members |
Students symposium program
excluding conference dinner |
| Participation fee for two days including documents, tea/coffee breaks / excursion / conference dinner. Accommodation not included. |
€ 250 |
€ 275 |
€ 100 |
| Participation fee for 1 day including documents, tea/coffee breaks / excursion / conference dinner. Accommodation not included. |
€ 150 |
€ 175 |
€ 50 |
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If written cancellation is received before 15th of January 2008, a refund of all meeting fees will be made, minus an administration fee of € 25. No refund will be possible after 15th of January 2008, but substitute delegates can be nominated.
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The meetings will be held at the:
Radisson SAS Balmoral
Avenue Léopold II, 40, 4900 Spa
Belgium
A provisional reservation for a number of rooms has been made for the symposium participants (special rates - confirmation follows). Refer to SYMPOSIUM. This is a traditional hotel in Anglo - Norman style, situated at about 2km from the town centre of Spa and is surrounded by wooded areas and plenty of walking possibilities. The hotel offers a swimming pool, jacuzzi, fitness centre, sauna & solarium.
Spa has a wide range of hotels, B&B in different price categories:
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The town of Spa, unknown to many, even in the spa tourism business is famous for its mineral sources and thermal baths and has given the name SPA to many places all over the world. A long and interesting history… to be (re) discovered!
Spa is well connected by Road, Rail and Air:
- To Liège 35 km
- To Brussels (Airport) 135 km
- To Maastricht (MST) 60 Km
- To Köln / Bonn (CGN) 100 Km
- To Aachen 55 Km
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- KU Leuven - Tourism - Belgium
- ULB - Université Libre de Bruxelles
- LUHasselt (Belgium)
- Hogeschool Zuyd Holland - Maastricht (Netherlands)
- In collaboration with
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- Contact
- Please contact: e-mail admin@atlas-euro.org
- Registration
- Submit this form to register for the conference
- Discussion Note: submission form
- Submit this form to submit an abstract for the conference
- Information on the submitted abstracts can be communicated with "Tourism Tools for Development" by sending an e-mail to TT4D@skynet.be
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Index