Södertörn University | School of Natural Sciences, Technology and Environmental Studies Master´s Dissertation 30 credits | Tourism Studies | Spring semester 2014 Destination Spa Darkov A study reviewing options for a full spa experience Author: Katerina Spacilova Supervisor: Dr. Anders Steene STATUTORY DECLARATION I declare that I have developed and written the enclosed Master Thesis completely by myself, and have not used sources or means without declaration in the text. Any thoughts from others or literal quotations are clearly marked. The Master Thesis was not used in the same or in a similar version to achieve an academic grading or is being published elsewhere. Karviná, 30th May Bc. Kateřina Spáčilová ACKNOWLEDGEMENTS I would like to express my unceasing gratitude to my supervisor for guiding me through my dissertation project as well as tourism studies department for the opportunity to attend master program at Södertörn University, which enables me to do the research and consequently further my academic knowledge. Then, I would like to thank my parents for supporting me while I was writing and my friends, who enriched my work with valuable hints and remarks. Also, a huge appreciation goes to those, who found time for proofreading or encouraging me, when I needed it. My acknowledgement goes to statutory city of Karviná, my hometown, for the supply of material and information and big help while participating in the research. Kateřina Spáčilová TABLE OF CONTENTS LIST OF TABLES AND FIGURES .......................................................................................... 7 LIST OF ABBREVIATIONS .................................................................................................... 8 ABSTRACT ............................................................................................................................... 9 PART A .................................................................................................................................... 10 1 Research Background ....................................................................................................... 11 1.1 Stating the problem .................................................................................................... 11 1.2 Research questions .................................................................................................... 12 1.3 Social research for thesis purposes ............................................................................ 13 1.3.1 Ontology and Epistemology ............................................................................... 13 1.3.2 Reliability and validity ....................................................................................... 14 1.3.3 Ethics in social research ..................................................................................... 14 1.4 Quantitative approach and its tools ........................................................................... 15 1.4.1 Observation ............................................................................................................ 15 1.4.2 Case study .............................................................................................................. 16 1.4.3 Questionnaire ......................................................................................................... 16 1.4.4 Sampling ................................................................................................................ 17 1.4.5 Secondary data ....................................................................................................... 17 1.5 Methodological framework ....................................................................................... 18 1.6 Theory ........................................................................................................................ 18 1.6.1 Market segmentation in tourism ............................................................................ 19 1.6.2 Feasibility study ..................................................................................................... 20 1.6.3 Porter’s five forces analysis ................................................................................... 20 1.6.4 Previous research ................................................................................................ 22 PART B .................................................................................................................................... 24 2 Topic Background ............................................................................................................. 25 2.1 Demarcation of Tourism ............................................................................................ 25 2.2 Health & Wellness Tourism ...................................................................................... 27 2.3 Spa Tourism ............................................................................................................... 28 2.3.1 Understanding of water ...................................................................................... 28 2.3.1.1 Spa water ......................................................................................................... 28 2.3.2 History of the industry ........................................................................................ 29 2.3.3 Wellness and Spa concept .................................................................................. 30 2.3.4 Types of spas ...................................................................................................... 31 2.3.5 Basic procedures and treatments ........................................................................ 32 2.4 Famous World Spa centres ........................................................................................ 33 2.5 Spas in Czech Republic ............................................................................................. 35 2.6 Current trends and future implications ...................................................................... 36 3 Nutrition & Wellness theories........................................................................................... 39 4 3.1 Principal concept ....................................................................................................... 39 3.2 Nutrition ..................................................................................................................... 40 3.2.1 Determinants of food selection........................................................................... 40 3.2.2 Energy balance ................................................................................................... 41 3.2.3 Food specialization ............................................................................................. 42 3.2.3.1 Food shopping and cooking ............................................................................ 43 3.2.4 Detoxification through nutrition ......................................................................... 44 3.2.5 General recommendations .................................................................................. 45 3.3 Wellness – Physical exercise ..................................................................................... 46 3.3.1 Interconnection with nutrition ............................................................................ 46 3.3.2 Exercise benefits ................................................................................................ 47 3.3.3 Aerobic and anaerobic exercise .......................................................................... 48 3.3.4 Exercise and environment .................................................................................. 49 3.4 Wellness – Ways to mental rejuvenation .................................................................. 50 3.4.1 Mood and nutrition ............................................................................................. 51 3.4.2 Mood and physical activity ................................................................................ 52 3.4.3 Aromatherapy ..................................................................................................... 52 3.4.4 Reiki ................................................................................................................... 52 3.4.5 Personal growth .................................................................................................. 53 PART C .................................................................................................................................... 55 4 Case study ......................................................................................................................... 56 4.1 Study background ...................................................................................................... 56 4.2 Problem introduction ................................................................................................. 57 4.3 Case study – proposed idea ....................................................................................... 58 4.4 Procedures and facilities ............................................................................................ 58 4.4.1 Nutrition based cure ........................................................................................... 58 4.4.2 Physical activity classes ..................................................................................... 60 4.4.3 Mind harmony