SPA VS WELLNESS: MODERN APPROACHES TO HEALTH IN TOURISM

Abstract

Relevance of the study: in recent years, the market of medical and health tourism has shown a stable growth trend and is becoming one of the most dynamically developing sectors in the global tourism industry. Growing attention to health and beauty, the search for effective methods of improving physical and psycho-emotional wellbeing, as well as the ageing population and rising stress levels have become the main factors contributing to the growing popularity of spa and wellness services. One of the consequences of this demand is the deepening specialisation in the health tourism market, which requires a thorough analysis of the relationship between the two main approaches to health improvement: spa and wellness. The subject of the study: the relationship between spa and wellness tourism and modern approaches to health improvement in tourism practice. Purpose of the study: to analyse spa and wellness as modern approaches to health improvement and to identify their relationship in the context of the tourism industry. Research methodology: a comprehensive approach was used, which includes analysis of modern scientific publications, market statistics, as well as a comparative analysis of existing practices in the spa and wellness industry and the main differences and similarities between these two approaches. The results of the study: it was found that spa and wellness services complement each other, creating holistic wellness programmes; facilities that integrate both approaches provide better results for consumers; it was determined that modern tourists have moved to preventive and supportive programmes that create demand for services; it is shown that the development and integration of spa and wellness is significantly influenced by regional natural resources. In Transcarpathia, the availability of mineral waters creates an opportunity to combine traditional procedures with modern wellness approaches. Practical significance: the results of the study can be used to improve tourism products in the field of health tourism, in particular, to develop new integrated programmes that combine elements of spa and wellness, the integration of which will help institutions attract new customers and retain existing ones, which will help increase their competitiveness in the health tourism market. Conclusions: it has been established that modern health programmes demonstrate a tendency to merge spa and wellness services, which is associated with a change in consumer needs from disease treatment to prevention. New multi-practices are emerging that promote harmonious human development, including physical activity, healthy eating, psycho-emotional wellbeing and personal development. Prospect for further research: a detailed study of the specifics of integrating spa elements into wellness models based on the principles of sustainable development, individualisation of services and consideration of regional peculiarities. This will allow to create new concepts of wellness programmes that will fully meet modern market requirements.