Fonte: Journal of Tourism & Development; v. 2, n. 13,14 (2010); 707-718
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Resumo: Dating back to antiquity, spa Tourism today is associated with a conceptual comprehensiveness which surpasses classical spas. This is crucial for the consolidation of structured, appealing and sustainable tourism projects in usually impoverished regions in terms of economic development. Consequently, the driving matrix behind this article is the analysis of the contexts of change which characterise the new paradigm in the Portuguese spa tourism, and its most striking features. Based on an empirical study supported by a previous theoretical body and the example of excellence of the German case, combined with the possible adaptations of measures and policies to the Portuguese context, a qualitative and quantitative study of the Portuguese spa offer was conducted. The sensitivity of the spa offer in its entirety was highlighted as well as its position in the face of an emerging paradigm – that of the assertion of inland destinations. The results of the analyses have led to the conclusion that, despite some current obstacles, the people responsible for spa revival recognise the unavoidable articulation and complementariness between healing, preventive and instructive spas and their role at local and regional level. In this setting, it has become obvious that the repositioning of tourist spa destinations in Portugal should be based on more aggressive and original marketing campaigns. Furthermore, an innovative and qualitative model should be implemented, and the need for a challenge to Portuguese tourism through the “Health and Wellbeing” product has been felt, as was highlighted in the National Tourist Strategic Plan, or PENT.
