PRNU COLLEGE, UNIVERSITY OF TARTU

DEPARMENT OF TOURISM STUDIES

Wellness and Spa Service Design and Management

How to develop Prnu as holistic coastal wellness

destination?
WELLNESS HISTORY AND PHILOSOPHY
Practical training

Professor Heli Tooman

Students : oncu Andrei, Anup Khanal

Introduction

Wellness tourism is considered as one the fastest growing type of tourism industry. By
offering a wide range of products and services, destinations are competing to be recognised as a
wellness destinations.( Hoheb&Puchko, 2011, p.7).
It is a holistic mode of travel that intregrates a quest for physical health, beauty or
longevity, or heighting of consciuouness or spiritual awarnesss, and a connection with
community, nature, or the divine mystery. It encompasses a range of tourism experiences in
destinations with wellness products, appropriate infrastructures, facilities, and a natural and
wellness resources. It is believed that the term wellness has emerged from the WHO notion of
well-being and the concept of fitness.
The terms wellness and wellness holiday are fairly complex and may be interpreted in
various ways. They are rather widely used in some countries and yet relatively unknown in
others. The whole set of ideas underpinning the wellness concept is often not understood and is
viewed in connection with spa holidays, alternatively the terms are only applied because they
sell well (Smith & Puczko, 2009).
We can demonstrate the wide range of health and wellness products and facilities as
shown in table1.

Table 1. Concept of Health and Wellness Tourism

Wellness tourism deals with healthy people who care about health and fitness and focus
on more preventive activities during journey. However it is often hard to divide the categories of
health care tourism, medical tourism and wellness tourism, because it is easy for destinations of
healthcare, medical, and wellness tourism to provide similar healthy services such as massage,
yoga practice, spa and healthy foods (Hun Kim, Batra, 2009, 2).

Muller and Lanz Kaufmann(2001) affirms that Wellness tourism is the sum of all the
relationship and phenomena resulting from a journey and residence by people whose main
motive is to preserve or promote their health. Besides preventing illnesses and sustaining
wellbeing, the goal of wellness tourism is to have experienced of pleasure and luxury .
When a destination aims to develop and market itself in the wellness holiday market both
developers and marketers need a clear vision of what a wellness holiday is and what prospective
customers may expect, need and desire (Konu, Tuohino, & Bjrk, 2011).
What is clear, however, is that there is an increasing globalization of wellness products
and services but if someone is really focus to grow and market a costal region as a wellness
destination, it is important to know, understand and follow the holistic concept of wellness and
have enough suitable resources for developing, marketing and creating the image of the wellness
destination( Heli Tooman, 2013)
In order to derive a possible definition of wellness the scholars like the wellness pioneer
Dunn derived analysed the three important aspects of wellbeing that consider the social, physical
and spiritual state of a person. Later on Travis and Ryan (2004) developed the aspects and
named them the dimensions of wellness. Although there are many different dimensions
developed nowadays this project will focus on the six dimensions by Travis and Ryan (2004)

Figure 1 : Dimensions of Wellness (by Travis and Ryan (2004)

The six dimensions of wellness by Travis and Ryan (2004) are listed and defined as follow:

Physical Wellness:

Its related to maintaining and taking actions to spend a healthy lifestyle in our daily life. For
example doing exercises, sleep well, eating healthy to keep us physically active.

Emotional Wellness:

The emotionally well person is able to show, control and manage the feelings, for example:
anger, fear, happiness and sadness. Emotionally well person have high self-esteem, a sense of
humour, and a positive body image. (Travis and Ryan, 2004)

Spiritual Wellness
Having a sense that life is meaningful and has a purpose and that we are guided in our
journey. Spiritual wellness is about embracing the meta-physical and reaching beyond the

physical realm of existence and experiences.

Social Wellness

The socially well person dont feel any hesitation to interact with people or strangers feel
connected and maintain positive relationship with community or surrounding. For example:
social work, donating money or clothes to needy people.

Occupational Wellness
The occupationally well person has ability to maintain life balance between family,
leisure & work. Give their skills and talents to work in effective and efficient way.

Intellectual Wellness

The intellectually well person gives much preference to skills, education and long lasting
learning. They involved in activities that enhance their knowledge, foster critical thinking and
expand world views. For Example: higher education abroad.

Nordic Wellness Concept

The concept of Nordic Wellness was developed in the joint research which involves the
researchers of the five Nordic countries Denmark , Finland , Iceland , Norway and Sweden. The
Main idea behind this concept is that these countries are favored by the significant variety of
landscapes and climates and there are many options for activities in context of wellbeing every
seasons. Nordic Wellness concept consist of nature outdoor life, cleanliness, health, and cultural
values of northern hemisphere of the Europe.
These Nordic Wellness destination is nature based tourism with the different ranges of
wilderness and natural elements. These destination are highly based on interior uninhabited
territories with the different type of unique geographical settings. The concept for these

destinations is that it is favored significant landscapes and climates and many other optional
activities in concept of wellbeing crowded and not that populated.
Nordic countries provided the unique tourism experience. The nature the people the food
the beauty and the roots are the different dimension that helped the researchers are the different
dimensions that helped to develop the concept of Nordic Wellness. Previously the Nordic
wellness include only thing connected to physical activity and pampering. In Physical activity
perspective, Nordic wellness includes activities like Nordic walking activities in nature or
activity equipment or environment. In some cases Nordic wellness was only seen as sports and
active training. Later on the concept was changed when the healthy diets were included in Nordic
wellness.
The other things added in Nordic Wellness was the pampering themes like spas, massage,
beauty treatment saunas and cosmetic products. Different treatments also connected to the
Nordic Wellness traditional activities and treatments with herbs and plant to improve health.
Nordic Wellness developed better products including more luxury elements. It includes high
class services and luxury elements with personal and customized services. Nordic wellness can
also be seen to include technological solutions, fitness concept, preventive health care system
and various equipment.
It also adapted the areas such as expert services, food and diets, and training. The Nordic
have much common in their ways life and the same culture. People are friendly and culturally
aware about and the roots of their culture. Nordic countries are one of the most socially
progressive group cultures.
To conclude Nordic Wellness concept is based on the environment and natural
surroundings, Nordic values and human-nature relationship and Nordic wellness products and
services relating with the socio-cultural values. These thing provide unique characteristic to the
product , services and activities offered in Nordic countries. The desired end state for customers
was feeling well being through holistic experiences. The Nordic wellness product and services
later on developed to be a wider Nordic Wellness concept.

Lake Wellness Concept

The concept of lake wellness emerged with the development of new destination in the
regions abundant with the lakes and the scenic beauty. The concept of the lake wellness was to
develop and new tourism area with the water and island fading in the horizon. The concept was
to create a profile where professionalism, skillful, beautiful nature, small scale home, like
friendly language skills and to know how to connect to the nature.

This was also the another concept to connect tourism to the nature through wellness. The
other strongest pulling factor for this concept was nature, peace, quietness and tranquility in
those region with lakes and island. This was to differentiate it from the hectic tourism
destinations bringing peacefulness and relaxation. These were located in remote location which
was seen as guarantee of peacefulness.
The concept was developed as the lake core of the product. Lake experience as service
concept for the customer utility and benefit assuming lake is more than different forms of land
and water or the play of sunlight on the waves. The lake landscapes materializes as bodily
experience and sensory perceptions through different activities like swimming, rowing entering
the landscape and experiencing it.
Being in the nature surrounded by lake, landscapes ,water shores and forest sensing
spirituality. In the same way landscapes. The other concept developed was based on changing
lifestyle the tourist should have more active role in their own wellbeing instead of being just an
object of passive wellness (just taking services and treatments). When it comes to lake wellness
the fundamental pillars of the concept can include various elements as product development:

Spirit, Mind and self development: relaxing excursions in the forest and lacustrine
environment.
Health: Walking around the lake shores or forest traditional and preventive treatments.
Healthy cuisine: Local Raw materials and clear fish water
Inner and external Beauty: Saunas and other pampering themes.
Relaxation and comfort: Swimming in lake, Fishing, boating, relaxation near open fire,
and luxury accommodations.
Other Activities: Tailor made, Movement/fitness , guided tours in and on the lake, kick
sledding or skating on the ice of lake.

The lake wellness concept is developed to give response to a customer's need to sense the
lake and feel relaxation and comfort. This consist of different components that are part of service
process. These components are activities of spirit and mind and self development, health
promoting services, healthy cuisines ,accommodations ,treatments and services of inner and
external beauties, activities aimed for relaxation and comfort.

Alpine Wellness Destination

The Alpine wellness concept combines product development in tourism and health of the
people. It gives emphasis on health facilities that it has then to alternative facilities at greater
cost. Developing and maintaining lifestyles that keep professional lives environment leisure time
healthy. Its concept is to encourage people to take an active and autonomous approach to
maintain their health.

Alpine environment is ideal for all around and active approach to health. The Alpine
wellness concept is the individual aspiration to health and wellness associated with the valuable
experience of unique Alpine nature and its healthy pleasures. The important concept is to
enhance the scope of the clinical aspects and to develop pioneering salutogenetic approach that
provide successful asset for tourism and the sustainable creation of values which benefit
everyone from health conscious guest to the people of alpine region.
For the concept successfully implemented the development strategies must be sustainable
and adapt the requirements of the Alpine space. The objective of Alpine wellness is to secure the
competitiveness of the Alpine space as holistic health and wellness destination for long term. The
Alpine space is the largest coherent mountainous landscape in Europe with valuable and unique
ecosystem tourism is tied into the health sector in the field of Alpine health and physical and
spiritual well being the all round Alpine space was to be improved.
Due to unique nature
of health and wellness product and different types of leisure activity and the healthy local foods
the other concept was to set apart from the mass tourism center which also prevents in decline of
Alpine space and its environmental goodness. The product innovation concept was quality
service and luxury products at all costs.
The other concept of was the development of new Alpine products and services with
proven health benefits and other was the initiation of transnational cross sectoral networks,
leading to the creation of jobs in the wellness sector.
As the Alpine wellness destination the location is the central factor to success the other
concepts to success is the development of hotel industry in that region and the development of
local culinary is also important . The location is quite and as close to nature the use of regional
products and the social characters the local people living there add up the value for being the
Alpine regions a wellness destination

SWOT analysis of Parnu as costal destination.

Strengths

Geographical Position - the sea , the ports , Highways , Natural pre conditions.
Natural Resources- the sea, the climate, production resources (Fish , Forest), Mineral
resources (Peat, Clay, Mud, Mineral water)
High Standard of Infrastructure.
Clean Environment
Beautiful Swallow beach with the favorable water temperature in summer.
Resort and vacation city
Good Control Image
Safe city -considered one of the safest city

Local and Regional demand for natural spa products from local materials
Safety and greenery, coastal meadows and lagoon
Architecture -old wooden buildings of classical arts.
Quality restaurants and Hotels.
Leisure Activities -Water parks, cultural events ,art and handicrafts, fascinating nature.
Sportive people and Health city
Medical and leisure facility with holistic approach
1/3 of Parnu's territory covered with park and green areas.
Music festival

Weakness

Not all year around tourism (maximum only in summer)

Natural Separation-Bogs, marshes, large forest, islets
Lack of multi lingual people all year around.
Unbalanced density of population.
Unbalanced nature in the region, economically undeveloped boarded area.
unfavorable age structure of population (elderly)
Lack of marketing strategies as summer capital within the Baltic region or country not
globally.
Lack of Sustainable approach
Lack of awareness towards wellness
High Impact of weather on seasonality

Opportunity

Making use of the favorable geographical position (both mainland and sea border)
Making use of favorable position to act as leader for cross border costal destination
development projects.
Participating in the process of globalization developing the elements for the costal
destination.
Improved use of tourism and recreation areas (Beaches , river ,accommodation and
services).
Different types of eco tourism
Adding value to the local culture and local natural resources.
Development of products for winter leisure activities.
Development of infrastructure (ports, the railways, roads, the airports)
Better application of the potential of the town of Parnu.
Development of Medical facilities with the holistic approach
Marketing the region as costal destination.

Threats:-

Urbanization:- depletion of classical building taken over by concrete houses.

Aging Population
Lack of Investors
Social pressure (difference in living standard)
Growth of unwanted vegetation in coastal area.
depletion of natural hydrology of coastal lagoons and beach
unaware local community and visitors about the nature of coastal region.
Unlikely unexpected Natural calamities( unseen storm 9th January 2005)
National and International migration of qualified work force due to seasonal job
opportunity
Competition with the neighboring cities Tallinn Vilnius Riga

Marketing Segmentation
Positioning and developing destination brand identity is an essential part of destination
strategy. Marketing decisions should always be based on current research about potencial
customers and changes in the macro environment.
Market segmentation is essential beacause of the fact that not all people are interested in
all destinations. The marketing budget should be targeted at specific segments.
Traditionally, destinations have used geographic and demographic segmentations(age,
gender, life- cycle). However, segmentation based on values, beliefs, and attitudes is becoming
more and more important.
Based on segmentation, the most promosing target markets are chosen using criteria like
economic value of the segment, ease of reach from promotional perspective, how well the
destination product meets the needs of segment, proximity of segment, transport connections.
Understanding their characteristics( lifestyles, benefits sought) and where to reach them is
essential to succeed in marketing activites.
In order to find out the needs of different nationality guests in the summer capital of Estonia,
Parnu, it was undertake a research with the main objectives that were:
-

To find out the main target groups of the visitors to Parnu Spas;
To define the behavior of the spa guests and differences according to their cultural
backgradound;

The following key findings were identified that :

-

The main visitors come from Finland, Sweden, Norway, Latvia and Russia
Finnish, Swedish and Norwegian numbers are declining, but the Russian and Latvians are
growing and there a some new markets( China, U.S.A)

Finns( the biggest market) are generally aged 60+, need medical care, packages including
three treatments a day, socializing, cultural evenings.
Swedish often travel alone or in couples, they demand high quality and comfort, prefer
Swedish to be spoken, like culture and nature programmes in addition to massage, baths
and medical services.
Russian tend to come for a weekend only, prefer beauty and relaxations, spend a lot of
money and like parties, alcohol and loud music.
Young people prefer wellness, leisure, healthy food and fitness, and want high quality.

Overall, this research surely shows that there is a need for further research intr cross cultural
issues in spas. Flexibility, excellent customer service, a high level of foreign-language
knowledge, sensitivity to and understading of cultural differences may be a strong advantage to
remain competitive and attract new visitors. (Tooman, et al., 2013)

Parnu as a costal Wellness destination

Coastal tourism is based on a unique resource combination at the border of land and sea
environment. Sun, water, beaches, outstanding scenic view rich biological diversity foods and
transportation infrastructure. Based on these resources various services can be developed using
dimensions of wellness to develop a holistic coastal destination by well maintained beach, water
and leisure activity , city tour, restaurants and medical facilities in corporation with the local
culture, local food and the local society.
Developing various leisure activities and experiences including sports, cuisines, culture,
and natural attraction. Incorporating with the local people in tradition their environment and
nature historic and cultural heritage.
Developing Parnu as coastal holistic wellness destination the factors to be aimed are to
develop and market itself as in wellness holiday destination market both developer and marketers
need clear vision of what a wellness destination is and what prospective customers expect , need
and desire.
The image and projected and as wellness destination through marketing and promotional
activities can attract potential tourist to these destination. While selecting and developing Parnu
as holistic wellness destination it is important to know and understand and follow the holistic
concept of wellness has sufficient suitable resources for developing and marketing and creating
the image of wellness.
To develop Parnu as a holistic coastal Wellness destination it has to be developed
according the wellness dimensions concept . The holistic coastal destination is not only about the
sun sea and the beach but also to make the person feel of themselves and their contribution to the
nature and social wellness.

Physical Wellness
We suggest development and planning in context of physical wellness include proper
infrastructure that are safe and secure. For examples hotel should be developed with safe and
strong architect design.
The beach must be clean and the swimming coastal waters also should be clean on other
the hand the marshes and lagoon nearby it's also be protected for the visitors. The coastal area
should be able to provide relaxing atmosphere not much crowded. Physical activities like
walking on sea shores , fishing, boating, other activities like diving can also be proposed for the
physical wellness.

Emotional Wellness
In the context of Parnu to create a holistic wellness coastal destination is emotional
wellness . It can be developed and proposed as first educating the local people about the
importance of the tourism for the their livelihood . tourist arriving there should have different
experience while roaming or walking around the place. Smiling faces of and good behaviors are
always welcomed by the tourist which relate them emotionally. This creates and friendly and
relaxing atmosphere for any people who visit there.
Development of area by proper lighting system in the streets this also creates a emotional
wellness. The hotels, resorts and restaurant should have smiling and hospitable staffs providing
them with the professional service.
All around good people and relaxing, peace atmosphere creates an emotional wellness
which helps into developing a holistic destination.

Intellectual Wellness
In every region the place is related to the history .Preserving and developing these
historical and cultural place like museum and the other place like theater for the information
about the past . Keeping information images in front of every historical places for the tourist.
Proposed for library can give intellectual wellness other like hotel can also arrange the facility
library with the social and historical knowledge.
Different workshops like healthy living , healthy eating, and workshop for traditional arts
and handicrafts can also be proposed and developed for intellectual wellness.

Social Wellness
As the concept of coastal destination Parnu can be developed socially different areas can
be developed such as small cafes serving the local foods like local teas, local bakery item where

both local people and the people different culture come to meet and talk about the social and
cultural status.
Introducing different activities with the collaboration with the local people like fish with
the local fisherman in the traditional ways , introducing local guide for the tourist able to
different languages that can be able to take on different activities like excursion and call tell
about the social culture and tradition.

Spiritual Wellness
For the spiritual wellness Parnu can be developed in different way. Parnu has many
green parks which in which the tourist can come and stay for long hours in peace and tranquility
experiencing spiritual wellbeing. These silence of parks can reduce stress and provide relaxation.
The other different activities can also be proposed are that starting music festival
including the local music and musician and activity like meditation and yoga in the open area of
beach and the parks in open nature. Hotel and resorts can also offer high level of spa and body
treatment for the relaxation and spiritual wellbeing.

Environmental Wellness
Although the environment of Parnu is very sound and good we suggest to keep the
environment in the same as usual initiation must be taken from both the government , people,
hotels and resorts.
Keeping the harmony between luxury and nature government and local people should be
actively encouraged by using sustainable energy system like solar energy preserving the natural
resources like water , sea, constant research in field of sea animals in the coastal regions
regarding the impact of the developed tourism sector.

Financial Wellness
We suggest investment attraction from third parties can offer opportunities for investors
from abroad to start business in hospitality sector. Investing will generate income for future
investment and again job opportunity for locals to support them financially.

Occupational Wellness
Developing any region the people living in those areas is must to be included. We suggest
local people should always have priority for the developing any projects. providing jobs and

including the local people especially younger population always helps. All these local people
should be taken in consideration in providing jobs according to their knowledge, capability and
skills accordingly .
Providing jobs to the local people and involving them leads to their livelihood and living
standard which any development projects can offer to the local society. This can be also the ways
to achieve occupational wellness for the development of Parnu as Holistic coastal wellness
destination.

Services and Products

The research group propose introducing a new range of spa and wellness product and
services. for example developing activities according to seasonal will help to bring tourist all
year around.

Logo and Slogan

Conclusion

The study has shown, that even Parnu is small city compared with the other destinations
it has great opportunity to develop as holistic wellness coastal destination. Parnu has great
potential to target different sector customer in the concept of wellness. Study also shows that
there is lack of sustainable approach towards the vast geographical and environmental wellness.
It is clear that with embracing the holistic wellness concept it is possible to draw tourist in this
coastal area.
Parnu has all the potential like geographically , environmentally , socially culturally to
adapt the holistic concept of wellness to generate international tourism. Parnu stands at the
beginning of the implementation of the holistic wellness concept by analyzing its strength ,
weakness, opportunity and threats and making proper planning and tackling the threats it is
possible to achieve this dream. Having this in mind, the city government can increase the
wellness atmosphere by developing the city as an attractive place to live.
Furthermore, creating wellness tourism products which can make individual experiences
in combination with a diverse community, are pull factors of Parnu. Parnu can success in the
implementation of the holistic wellness concept. A continuing development and efforts toward
improvement and cooperation should be the basis for this concept to be success in future.
Further, the new wellness concept needs to be evaluated regularly. This requires the
conducting of regular studies concerning tourism numbers for the outlast of the concept.

References :

1. Melanie Smith; Lazlo Puczko; (2014), Health, Tourism and Hospitality, Spa wellness
and medical travel (second edition);
2. Robyn Bushell, Pauline J. Sheldon; (2009), Wellness and Tourism, Mind, Body, Spirit,
Place;
3. Bill Bramwell, (2004), Coastal Mass Tourism,

Diversification and Sustainable

Development;
4. Miha Lesjak,IMCD (2013), Innovative Marketing for Coastal Destinations;
5. http://www.visitestonia.com/en
6. http://www.parnu.ee
7. http://www.tandfonline.com/doi/abs/10.1080/15022250.2011.525026?
src=recsys&journalCode=sjht20
8. http://www.norden.org/en/fakta-om-norden-1/nature-and-environment
9. http://jvm.sagepub.com/content/16/2/125
10. Mark Soosar Parnu Presentatio 24/09/2012