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Proquest Dissertations "COMMEND ME TO STRATHPEFFER": A CASE STUDY OF SPA DEVELOPMENT AND DESTINATION PROMOTION IN VICTORIAN SCOTLAND A Thesis Presented to The Faculty of Graduate Studies of The University of Guelph by MONICA FINLAY In partial fulfilment of requirements for the degree of Masters of Arts May, 2011 © Monica Finlay, 2011 Library and Archives Bibliotheque et 1*1 Canada Archives Canada Published Heritage Direction du Branch Patrimoine de I'edition 395 Wellington Street 395, rue Wellington Ottawa ON K1A 0N4 Ottawa ON K1A 0N4 Canada Canada Your file Votre reference ISBN: 978-0-494-82812-0 Our file Notre r6f6rence ISBN: 978-0-494-82812-0 NOTICE: AVIS: The author has granted a non­ L'auteur a accorde une licence non exclusive exclusive license allowing Library and permettant a la Bibliotheque et Archives Archives Canada to reproduce, Canada de reproduire, publier, archiver, publish, archive, preserve, conserve, sauvegarder, conserver, transmettre au public communicate to the public by par telecommunication ou par I'lnternet, preter, telecommunication or on the Internet, distribuer et vendre des theses partout dans le loan, distribute and sell theses monde, a des fins commerciales ou autres, sur worldwide, for commercial or non­ support microforme, papier, electronique et/ou commercial purposes, in microform, autres formats. paper, electronic and/or any other formats. The author retains copyright L'auteur conserve la propriete du droit d'auteur ownership and moral rights in this et des droits moraux qui protege cette these. Ni thesis. Neither the thesis nor la these ni des extraits substantiels de celle-ci substantial extracts from it may be ne doivent etre imprimes ou autrement printed or otherwise reproduced reproduits sans son autorisation. without the author's permission. In compliance with the Canadian Conformement a la loi canadienne sur la Privacy Act some supporting forms protection de la vie privee, quelques may have been removed from this formulaires secondaires ont ete enleves de thesis. cette these. While these forms may be included Bien que ces formulaires aient inclus dans in the document page count, their la pagination, il n'y aura aucun contenu removal does not represent any loss manquant. of content from the thesis. 1+1 Canada ABSTRACT "COMMEND ME TO STRATHPEFFER": A CASE STUDY OF SPA DEVELOPMENT AND DESTINATION PROMOTION IN VICTORIAN SCOTLAND Monica Finlay Advisor: University of Guelph, 2011 Professor Kevin J. James Introduced in the mid-nineteenth century, hydropathy, a water-based cure, changed the face of health tourism in late-Victorian Britain and played a key role in the decline of the spa market. Yet, in the Scottish Highlands, Strathpeffer Spa defied this trend; indeed, the spa, a health facility based on mineral water treatments, enjoyed increasing popularity. An examination of the promotional literature, including guidebooks, medical journals, and contemporary newspapers, reveals reasons for the spa's survival in this competitive market. Exploring recent scholarship on destination promotion, this case study incorporates and complements research on Victorian gender, health practices and recreation patterns. Specifically, this study offers a new perspective on the conceptual framework of Tourism Area Life Cycle (TALC) theory. Using this theory of resorts' historic development, this investigation considers dynamic marketing strategies, which reflected a collaborative effort between spa managers and tourists that resulted in Strathpeffer's marked resilience as a tourist destination. ACKNOWLEDGEMENTS A generous award from the Social Sciences and Humanities Research Council made the completion of this research possible. I am very thankful to my supervisor, Dr. Kevin James, for his continued guidance and support at all stages of this process. I am also grateful for the thoughtful and instructive insight of my committee, Dr. Eric Zuelow and Dr. Susan Nance, as well as the interest and advice of Dr. Alastair Durie. Lastly, I extend my heartfelt appreciation to my family and friends, especially my parents, Liz and Peter, and my partner, Aaron, for their unwavering support, encouragement, and patience. 11 TABLE OF CONTENTS List of Tables and Graphs p. iii List of Maps p. iv "The Most Pleasant Recollections of Strathpeffer Spa": An Introduction to the p. 2 Case Study Chapter One: The Valley of Bright Water: A Brief History of Strathpeffer Spa's p. 17 Early Development Chapter Two: Healthy Competition: Spa Development in the Health Tourism p. 42 Market Chapter Three: Selling the Landscape: Health, Leisure and Sport p. 67 Strathpeffer Spa: The Creation of a Health Resort p. 88 Bibliography p. 94 Ill LIST OF TABLES AND GRAPHS Table 1: Number of Guests per Season and their Places of Origin p Table 2: Number of Guests per Season and their Places of Origin by percent of p Total Guests Table 3: Number of total visitors overall to Strathpeffer per Season p Table 4: Number of returning visitors compared to the number of total visitors p overall as expressed as percent of said total Table 5: Fewest and Greatest Number of Accommodations Occupied during a p Spa Season Graph 1: Number of Accommodation weekly in use for the 1877 Spa Season p Graph 2: Number of Accommodation weekly in use for the 1882 Spa Season p Graph 3: Number of Accommodation weekly in use for the 1887 Spa Season p Graph 4: Number of Accommodation weekly in use for the 1892 Spa Season p IV LIST OF MAPS Map: Spas in Scotland c. 1840 p. 1 1 Fia&»itsurgh 50 km Map: Spas in Scotland c 1840 1 A Durie, Water is Best Water is Best The Hydros and Health Tourism in Scotland, 1840 - 1940. (Edinburgh' John Donald, 2006) p. xiii. 2 "The Most Pleasant Recollections of Strathpeffer Spa": An Introduction to the Case Study "The Scotch Summer Girl", published in a Highland newspaper in 1898, detailed a young woman's story of summer romance and adventure at Strathpeffer Spa.2 A tall, blond and beautiful woman, twenty-three-year old Miss Flora MacTosh attracted the attention of the spa guests when she arrived at the spa.3 Her grace and coquettish charm caught the interest of Percival Fitzmaurice in particular, a man of dubious character and disingenuous intentions.4 Reminiscent of Jane Austen's Mr. Wickham of Pride and Prejudice, the opportunistic Fitzmaurice targeted and seduced wealthy and gullible, Miss Flora. The ensuing story of their illicit courtship was set against the backdrop of the small, Highland spa at which they enjoyed the scenery of Ross-shire and the facilities of Strathpeffer. Fortunately, the story ended happily with the arrival of Miss Flora's cousin who saved our heroine from public disgrace by exposing the character of Fitzmaurice.5 In the epilogue, we learn: "The Summer Girl. was by no means heartbroken. She was braced by indignation at the attempt that had been made to ensnare her . [but] retains the most pleasant recollections of Strathpeffer Spa".6 This story, published in 1898 in the Aberdeen Weekly Journal, a local newspaper for the district which included the spa, provides the nineteenth century reader with an entertaining cautionary tale. To the historian, it reveals the popularity of the spa and suggests pervasive patterns of the Victorian leisure and tourism. 2 "A Scotch Summer Girl and Her Suitor: A Strathpeffer Story", Aberdeen Weekly Journal, June 29, 1898. 3 Ibid. 4 Ibid. 5 Ibid. 6 Ibid. 3 The author's use of Strathpeffer Spa as the location of this story showed that the destination was popular and familiar to the readers. Although Miss Flora and the dastardly Fitzmaurice were fictional, the activities in which they participated were common of the spa and the period. Only three columns in length, the story incorporated many of the attractions advertised at Strathpeffer. To the readers, it would have been unsurprising that Miss Flora participated in the daily routine of the spa: "sleep, toilet, meals, attendance at the pump-room, actual or pretended sipping of mineral water". She also partook in "an occasional game at bowls or croquet, or of a Cinderella dance in the Pavilion . walking, cycling, dancing; taking part in vehicular excursions to Brahan Castle, the Lily Loch, Garve, and so on". Superficially, with the likely exception of a scandalous romance, the short story offered insight into the reality of life at the spa at the end of the century. While the guests' experience was usual, the destination was not. Indeed, Strathpeffer Spa was unique. "Spa culture" in Britain was dying by the mid-nineteenth century because other forms of health tourism had replaced it. While a new phase of spa development in Britain began in the early nineteenth century, its momentum petered out by the 1870s.10 This decline resulted from increased competition in the health tourism market. The popularity of established Continental spas and new health fads, such as hydropathy, contributed to what Phyllis Hembry and Alastair Durie define as the demise of traditional British spas." Yet Strathpeffer Spa, a small, northern destination, defied 7 "A Scotch Summer Girl and Her Suitor A Strathpeffer Story", Aberdeen Weekly Journal, June 29, 1898 8 Ibid 9 P Hembry, British Spas from 1815 to the Present (Madison Fairleigh Dickinson University Press, 1997) p 146 , Dune, Water is Best, p 82 10 Hembry, British Spas from 1815 to the Present, p 250 11 G Weisz, "Spas, Mineral Waters, and Hydrological Science in Twentieth-Century France", Isis 92(2001) pp 454 4 this trend and successfully adapted in the competitive market. By examining the promotional literature, these sources reveal the reasons for Strathpeffer's steady development despite the overall context. The Evolution of the Spa Because this case study traces the development of Strathpeffer Spa amid a complicated environment, this investigation incorporates aspects of R. W. Butler's theory of the Tourism Area Life Cycle (TALC).
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