Devin has several mineral water springs with a temperature between 37 and 44C. The water is clear and colourless, palatable, odourless, hyper- and homeo-thermal, mildly mineralized, contains hydrocarbonates of sodium and small quantities of fluorine and it has a strong alkaline reaction.
The curative properties of Devin's mineral waters are due to their considerable mineralization, the relatively high content of metasilicic acid and fluorine, mild acidity, high temperature.
Devin mineral water can be used both as table water and for prevention of: gastro-intestinal tract diseases; nephrolithiasis and nephro-urological diseases; cholelithiasis; locomotory system diseases; gynecological diseases; dental diseases and prevention of dental caries; chronic intoxication with heavy metals and pharmaceutical substances. The water can also treat and heal conditions of the skeletal, peripheral nervous, cardiovascular and pulmonary systems, skin disorders and others. In addition to these, the water is drunk or inhaled in the treatment of respiratory diseases, allergies and infections. The conditions available in Devin make it a centre for recovery and stabilising health.
The post popular Spa and Health centre in Devin is the five stars “Devin Spa and Health Centre”. The target groups of this resort are women and middle aged empty nesters (adults whose children have left home). These consumers tend to be well-educated, affluent professionals with more free time and more disposable income. The other target group are athletes recovering from injuries. The other target group are the 50-65 year olds. In particular these consumers look for conventional medical healthcare methods, they tend to stay longer (as they have more time) and their treatments generally take longer. However, over the last five years there has been a definite trend in the resort that shows the health and spa centre is appealing to a younger audience. The 20-26 year old age group are increasingly showing an interest in this segment. The customers from this target group are represented from both males and females and they are mainly from Europe, they travel in a group or alone. They are quite wealthy or working because the Spa and Health resorts are quite expensive and also because they need to be able to afford the flight tickets to Bulgaria. The target group is also interested in different sports and sports activities.
The target group of 20-26 years old are a customer with specific needs and wants and because of their young age the centre need to have special products and services which meets their specific needs and not disturbs the other customers. This is why the Spa and Health centre has build separate Indoor and outdoor swimming-pool, sauna and solarium. Having these separate facilities for the young customers prevents the older customers to feel uncomfortable and embarrassed. The Devin Spa and Health centre has also created special health programs for the 20-26 years old customers in order to meet and satisfy their specific needs and wants. For example one of the programs is very sports orientated, because the target group of 20-26 years old enjoy different kind of sports and the program includes:
- Active” program. The program includes: bike tours with a mountain guide, hiking tours with a mountain guide, extreme descent into caves, horseback riding, fishing, hunting;
Devin Spa Hotel centre also offers for the target group of 20-26 years old different types of accommodation which caters for their needs. For example the hotel offers single and double rooms, where if the customers are travelling in a group can stay two in rooms, or if they are travelling on their own can have a single room. Also the single and double rooms are a bit cheaper and more affordable then the apartments offered by the same centre. Because in the Spa and Health centre there is no clubs and we know that young adults like clubbing the hotel had provided a minivan which travels every hour from the Spa and Health centre to the town centre where all the clubs and bars are. The centre is also taking good care of the tourists by introducing security measurements such as security on the main entrance, tourists can only access the centre, the accommodation and the facilities with their special resident cards and the reception works 24 hours a day. The infrastructure is also very well developed not just in and around the Spa centre but also in the town. For example new roads was build for easy and comfortable access to the hotel and the town, new restaurants, bars as well as new parks and green areas.
Bulgaria is politically stabled country even now during the recession; this is because Devin Spa and Health centre has attracted new target group (young adults from 20 to 26 years old) which has helped the destination to develop during this recession. The young adults visiting Devin are secured because Devin is a small town in the mountain and there are not threats like terrorism, strikes or any other political threat which could affect their holiday
Devin is not only famous with its mineral waters but also with its rich history and culture of the local people. The town exists from the time of the early Thracian and has kept the traditions and culture of Bulgaria and Bulgarian people. These are facts which not many young adults (the target group of Devin Spa and Health centre) know. There for in order to educate them about the Bulgarian culture the Spa and Health centre has organised educational trips from the customers where they can go to some local villages and houses, where the tourists will meet the local people and their culture and how they have used the mineral waters and the herbs for medical purposes.
Along with all the positive staff which young adults are bringing to Devin there are some economical, environmental and cultural issues which needs to be considered. The wastage from the young adults has increased by 30% which makes it harder to proceed, also because of the number of local and international tourists travelling to the centre the air pollution has increased too as well as the usage of electricity and water, but most importantly because of the development of the Spa centres the demand of mineral water has also increased and if the demand increases the resources of mineral water could finish. The other issue is the economics, even though the Spa and health resort brings a lot of young adults tourists and consequently some of their money are spend in the local community however finding a job for the locals could be very difficult. The reason for this is because in the Spa and Health centres are mainly employed people with medical education to be able to take care of the tourists, also with the spa holidays the tourist are usually staying most of the time within the centre, therefore this stops the local business to develop. The prices of the products also have increased because of the tourists, which makes it life of local people more difficult. The cultural issue is another area which needs to be considered. The reason for this is because with the modernisation of the Spa and Health centre the traditional spa resorts are despairing as well as the local culture. This is because the local people and the Spa centres are trying very hard to cater for the modern needs of the young adults especially the international one, that they are forgetting the traditions of Bulgarian culture. Vandalism is another issue which needs to be considered, because when the young adults from 20 to 26 years old when get drunk they might caused trouble to the local community by shouting, breaking stuff and even causing fights. Devin Spa and Health Hotel/centre has created a marketing strategy which helps them to advertise their business to the young adults from 20 to 26 years old. The centre advertises the business in:
- Spa and Health magazines
- Travel agencies
- Booking agencies like: ebookers.com, booking.com, SuperSaver, e-ticket.
- On the internet where they have their own website
- Social media like FaceBook, Twitter and My space
- Sharing material like YouTube, blogs, VirtualTourist
The reason why Devin Spa and Health hotel has chosen to advertise their business using these marketing tools is because these are the places where their target market the young adults are most likely to use for information and booking a holiday.
PANAMA
Panama is slowly becoming one of the top medical tourism destinations, attracting US and Canadian health travelers. The reasons for this are: its proximity, excellent healthcare services, US trained and certified medical staff and its attractive natural beauty. Panama’s medical professionals are well trained, bilingual, board certified, and accustomed to working with the same technology and standards used in the United States and Europe. Panama has earned the title as the "Hong Kong" or "Dubai" of the Americas. This has mainly been due to its significantly lower cost of living and fully "Americanized" culture. Motivations for health (medical) tourism are lower costs as well as availability. Many counties offer discount medical tourism world wide – in Panama costs are 50% lower than in the USA. People going to the destination for medical procedures use their time to explore destination at the same time even though that is not their main reason for travelling. Panama is easy to reach from both Europe and the United States and the currency is the US dollar.
While travelling for health treatments tourists have a lot of time to enjoy general Tourism in Panama which is one of the world’s most visitor-friendly countries, it received the highest rating for tourist safety from the prestigious Pinkerton Intelligence Agency, its people are warm, friendly and unspoiled, Panama has always been an international crossroads, Panamanians are accustomed to meeting people from other lands, English is a second language and the US dollar is the Panamanian currency while prices are still modest and you can really stretch your tourist dollar - within Panama City, taxis and meals and hotel prices in all categories are particularly pleasing. Yet, even though it is economical, you will find that Panamanians know how to do things right - they want you to be happy and come back again.
In general:
- Official name: Republic of Panama;
- Population : 3,322,576;
- Languages: Spanish (official); 14% speak English as their native tongue;
- Type: Constitutional democracy;
- Independence: November 3, 1903.
Panama has exotic tropical rainforests, gorgeous mountain refuges, Caribbean-style beaches, a pretty Miami- style capital city, historic venues (Balboa and Columbus left their mark in Panama) adventure tours, kayaking, white water rafting, not to mention one of the engineering marvels of the world- the Panama Canal. Panama is known for its biodevirsity (rainforests, 934 bird species, Panama's Canopy Tower) and Living Indian Cultures.
Panama City – located between the Pacific Ocean and tropical rain forest – is the and largest city of the and has a population of 813,097.
Punta Pacifica is one of Panama City´s most exclusive residential areas. Currently within Punta Pacific are excellent private schools, many shops, walking trails supermarkets, hardware stores and just about every amenity that one could hope for.
Hospital Punta Pacifica is the first in Latin America and the Caribbean to be affiliated with Johns Hopkins Medicine International, opened in 1999. Doctors and surgeons are leaders in their respective specialties, the facilities are world class and it provides medical solutions at affordable prices, only comparable to what a patient would receive in Europe or USA. The institution is determined to exceed the medical expectations, while providing the best available care in the world. The nurse and medical staff is updated, since there is a continual education program where, monthly, they share relevant issues through real time video conferences and updated symposia in various medicine branches. The hospital has been selected to develop investigative studies of diseases, based on its high level technology and its staff skill in the management of nontraditional medical cases. In order to offer the best service to national and international patients, Hospital Punta Pacifica has negotiated special packages with the most prestigious insurance companies worldwide, such as World Access, Alianz Worldwide Care, International Health Insurance (Danmark), MEDEX Assistance, Specialty Risk, International Medical Group, HTH Worldwide, Aetna Global Benefits, International SOS, Blue Cross & Blue Shield International, and Travel Guard International.
Medical Tourism in HPP (Hospital Punta Pacifica) offers:
- An International Marketing Office that has links to the middlemen of health services in various parts of the world.
- Highly skilled and bilingual staff.
- Offers the following services: preventive medicine and surgical packages, preoperative, post operative and general services.
- Coordination for transportation arrangements, lodging and domestic tourism tours.
- Coordination for purchase and rental of medical equipment.
- Offers competitive market prices.
- Customized Service for each and every patient.
Target groups:
- people with high or average income but willing to save money as well as people who need medical care urgently and cannot afford to wait or pay too much;
- age 30 – 60;
- mostly Canadians and USA residents.
Marketing:
Hospital has an Internet page with detailed description of offered procedures, history, location and other information – useful for potential patients. One of the links on the page gives you an insight in medical tourism and services provided for health tourists. Panama in general is promoted as Health Tourism destination and information can be found widely on the Internet.
Other marketing tools:
- Health and spa tourism magazines;
- Facebook, Youtube etc.;
- Blogs;
- Travel Agencies.
Hospital Punta Pacifica does not offer direct tourism services such as hotels, tours or travel programs although it offers coordination for transportation arrangements, lodging and domestic tourism tours. Hospital Punta Pacifica also cannot be so easily found as tourism destination. That occurs to many niche tourism destinations though which is why people who are interested in doing medical tourism will look for it particularly.
Conclusion
Our research shows that health tourism is expanding not just in terms of destinations but also in terms of target groups and variety of services. The main driving force behind this is the changing attitudes towards physical fitness and general wellbeing. It is now recognised that a fit lifestyle leads to better standards of life. The above destinations both prove that demand for this type of holiday is increasing due to good value for money and luxury experience. Both destinations provide services which are improving health and physical condition of the customers. Meanwhile there are a lot differences between both products, primary – location, price and services and secondary – economical, political and cultural environment which also explains why target groups are different. Consequently in next couple of decades health and spa tourism will become more and more popular.
References:
M. Smith,L.Puczko, Health and Welness Tourism. 2009, Elsevier Ltd, Hungary
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