Fonte: Journal of Tourism & Development; v. 1, n. 13/14 (2010); 175-184
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Resumo: The health and well-being is one of the most recognised tourism products, as one of the most important economic and social phenomenon of our days. However, we still witness some discrepancy between the strategies assumed by the traditional thermal companies and the health prevention sites, outside the thermal circle. Therefore, it becomes urgent to study this sector, in an effort to attempt to understand which factors contribute for this competitive gap, accentuating the best practices. This research aims is identify the current state of entrepreneurial orientation and marketing in the thermal sector, by carrying out a comparative study of the entrepreneur trade of the marketing performed by the health and well-being tourism companies in the portuguese territory. It is therefore our intention, to understand the new strategies and products that the most competitive companies are developing, to improve their services, reduce their costs, increase productivity and improve the services/products quality. The connection between Entrepreneurial Marketing and thermalism in the near future it will be possible to change the thermal establishment’s management, in an attempt to improve the planning for the health and well-being tourism sector.
