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The mapping of Finnish health and well-being tourism destinations 
Sanna Laiho 
Turku Universityof AppliedSciences 
Degree Programme in Hospitality Management
The basis for the mapping 
WelDestsurvey sent to Finnish clients of health and well-being tourism 
Analysed question: What words comes to your mind when speaking about a health and well-being tourism destination? 
(N = 2066) 
Kunnonpaikka
The criteria for a Finnish health and well-being tourism destination 
To narrow down the size of the destination: 
◦Smaller or wider than a town or city 
◦An operator to enhance the tourism of the destination with e.g. marketing activities (public sector tourism organisation, DMO or a tourism association)
The criteria for a Finnish health and well-being tourism destination 
Basedon theory: 
◦Marketed as a health and well-being tourism destination or health and well-being is one of the profiles in the tourism destination’s marketing 
Kyyhkylä
The criteria for a Finnish health and well-being tourism destination 
Based on the survey results on the clients of Finnish health and well-being tourism: 
◦Facilities specialised in health and well-being tourism 
◦The nature is present and the surrounding milieu is pleasant 
◦Opportunities to exercise 
◦Different kinds of treatments available 
◦Restaurant services available 
Naantali Spa
The fulfilment of the criteria evaluated by points 
6 of the criteria evaluated by points 
To evaluate facilities, nature and milieu, exercise opportunities, different kinds of treatments and restaurant services: 
3p. = variety of choices 
2p. = more than one choice 
1p. = fulfils 
0p. = does not fulfil 
To evaluate the marketing: 
3p. = marketed as a health and well-being tourism destination 
2p. = marketed as a health and well-being tourism destination 
with some themes 
1p. = health and well-being tourism as one of the profiles in the 
marketing of the destination 
0p. = does not fulfil
Different stages of the mapping 
The websites of Finnish tourism destinations were mapped out based on the criteria 
Tourism destinations left out of the mapping 
◦Only one bigger health and well-being tourism service provider 
Kuortane (KuortaneSport Resort) 
Lappajärvi (Kylpylä Kivitippu(Spa)) 
Saarijärvi (Kylpylähotelli Summassaari(Spa)) 
Ikaalinen (Ikaalisten kylpylä (Spa)) 
Kaustinen (Kansanlääkintäkeskus (Health center)) 
Siuntio (Siuntion kylpylä (Spa)) 
Iisalmi (Runninkylpylä (Spa)) 
Porvoo (Haikon kartano (Spa)) 
◦Not enough health and well-being tourism service providers 
Salla 
Kalajoki 
Lohja 
◦Lack of an operator enhancing the tourism of the destination (the city itself, DMO or some tourism association) 
Peurunka 
Rokua
Different stages of the mapping 
19 potential health and well-being tourism destinations: 
ÄhtäriNaantali 
HämeenlinnaKoli 
JyväskyläLevi 
RovaniemiYlläs 
SaariselkäMikkeli 
SavonlinnaRuka 
TurkuPori 
VuokattiKuopio-Tahkoarea 
EspooHeinola 
Lappeenranta and Imatraregion 
Kumpeli Spa
Different stages of the mapping 
The representatives of the 19 tourism destinations were interviewed by phone to find out 
◦whether health and well-being is noted in the tourism strategy 
◦which are the main target groups 
◦about the marketing of the destination 
Rauhalahti
The results of the mapping 
8 Finnish health and well- being tourism destinations
The results of the mapping 
18 points maximum, 15 points minimum
The results of the mapping 
The definition of a Finnish health and well-being tourism destination is in conclusion: 
A Finnish health and well-being tourism destination is smaller or wider than a town or city. There is more than one company providing health and well-being tourism services and services are offered diversely. There is an operator, such as public sector tourism organisation, a destination management organisation or another type of organisation, e.g. a tourism association, enhancing the tourism of the destination with e.g. marketing activities. In a Finnish health and well-being tourism destination there is a selection of facilities specialised in health and well-being tourism, diverse opportunities to exercise, diverse selection of treatments as well as restaurants. The nature is present at the destination and there is a pleasant surrounding milieu. The destination is either marketed as a health and well-being tourism destination or health and well-being is one of the profiles in the tourism destination’s marketing.
The results of the mapping 
The definition of a Finnish health and wellbeing tourism destination has same elements with an international definition. 
Wellness tourism resources: 
◦Natural resources 
◦Cultural, historical and spiritual resources 
◦Complementary and alternative medicine 
◦Community mindsetand wellness-related lifestyle 
◦Human resources and competences 
◦Wellness-specific superstructure 
◦Wellness-related events 
◦Crossover of wellness with other activities/offerings 
(Voigt, C. & Pforr, C. (edited) 2014. Wellness Tourism –A destination perspective)
The results of the mapping 
PotentialFinnishhealthand well-beingtourismdestinations: 
◦Ähtäri 
◦Koli 
◦Jyväskylä 
◦Savonlinna 
◦Hämeenlinna 
◦Pori 
◦Rovaniemi 
◦Ruka 
◦Espoo 
◦Saariselkä 
Borderlinecases: 
◦Ikaalinen 
◦Rokua 
◦Peurunka 
Holiday Club Saimaa
Difficultyof the mapping(examples) 
Difficulty of the definition well-being tourism (can also be seen from a wide perspective) 
Difficulty to create the criteria 
The careful positioning of Finnish tourism destinations
Frontpageof the websitegosaimaa.com
Thankyou!

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The mapping of Finnish health and well-being tourism destinations

  • 1. The mapping of Finnish health and well-being tourism destinations Sanna Laiho Turku Universityof AppliedSciences Degree Programme in Hospitality Management
  • 2. The basis for the mapping WelDestsurvey sent to Finnish clients of health and well-being tourism Analysed question: What words comes to your mind when speaking about a health and well-being tourism destination? (N = 2066) Kunnonpaikka
  • 3.
  • 4. The criteria for a Finnish health and well-being tourism destination To narrow down the size of the destination: ◦Smaller or wider than a town or city ◦An operator to enhance the tourism of the destination with e.g. marketing activities (public sector tourism organisation, DMO or a tourism association)
  • 5. The criteria for a Finnish health and well-being tourism destination Basedon theory: ◦Marketed as a health and well-being tourism destination or health and well-being is one of the profiles in the tourism destination’s marketing Kyyhkylä
  • 6. The criteria for a Finnish health and well-being tourism destination Based on the survey results on the clients of Finnish health and well-being tourism: ◦Facilities specialised in health and well-being tourism ◦The nature is present and the surrounding milieu is pleasant ◦Opportunities to exercise ◦Different kinds of treatments available ◦Restaurant services available Naantali Spa
  • 7. The fulfilment of the criteria evaluated by points 6 of the criteria evaluated by points To evaluate facilities, nature and milieu, exercise opportunities, different kinds of treatments and restaurant services: 3p. = variety of choices 2p. = more than one choice 1p. = fulfils 0p. = does not fulfil To evaluate the marketing: 3p. = marketed as a health and well-being tourism destination 2p. = marketed as a health and well-being tourism destination with some themes 1p. = health and well-being tourism as one of the profiles in the marketing of the destination 0p. = does not fulfil
  • 8. Different stages of the mapping The websites of Finnish tourism destinations were mapped out based on the criteria Tourism destinations left out of the mapping ◦Only one bigger health and well-being tourism service provider Kuortane (KuortaneSport Resort) Lappajärvi (Kylpylä Kivitippu(Spa)) Saarijärvi (Kylpylähotelli Summassaari(Spa)) Ikaalinen (Ikaalisten kylpylä (Spa)) Kaustinen (Kansanlääkintäkeskus (Health center)) Siuntio (Siuntion kylpylä (Spa)) Iisalmi (Runninkylpylä (Spa)) Porvoo (Haikon kartano (Spa)) ◦Not enough health and well-being tourism service providers Salla Kalajoki Lohja ◦Lack of an operator enhancing the tourism of the destination (the city itself, DMO or some tourism association) Peurunka Rokua
  • 9. Different stages of the mapping 19 potential health and well-being tourism destinations: ÄhtäriNaantali HämeenlinnaKoli JyväskyläLevi RovaniemiYlläs SaariselkäMikkeli SavonlinnaRuka TurkuPori VuokattiKuopio-Tahkoarea EspooHeinola Lappeenranta and Imatraregion Kumpeli Spa
  • 10. Different stages of the mapping The representatives of the 19 tourism destinations were interviewed by phone to find out ◦whether health and well-being is noted in the tourism strategy ◦which are the main target groups ◦about the marketing of the destination Rauhalahti
  • 11. The results of the mapping 8 Finnish health and well- being tourism destinations
  • 12. The results of the mapping 18 points maximum, 15 points minimum
  • 13. The results of the mapping The definition of a Finnish health and well-being tourism destination is in conclusion: A Finnish health and well-being tourism destination is smaller or wider than a town or city. There is more than one company providing health and well-being tourism services and services are offered diversely. There is an operator, such as public sector tourism organisation, a destination management organisation or another type of organisation, e.g. a tourism association, enhancing the tourism of the destination with e.g. marketing activities. In a Finnish health and well-being tourism destination there is a selection of facilities specialised in health and well-being tourism, diverse opportunities to exercise, diverse selection of treatments as well as restaurants. The nature is present at the destination and there is a pleasant surrounding milieu. The destination is either marketed as a health and well-being tourism destination or health and well-being is one of the profiles in the tourism destination’s marketing.
  • 14. The results of the mapping The definition of a Finnish health and wellbeing tourism destination has same elements with an international definition. Wellness tourism resources: ◦Natural resources ◦Cultural, historical and spiritual resources ◦Complementary and alternative medicine ◦Community mindsetand wellness-related lifestyle ◦Human resources and competences ◦Wellness-specific superstructure ◦Wellness-related events ◦Crossover of wellness with other activities/offerings (Voigt, C. & Pforr, C. (edited) 2014. Wellness Tourism –A destination perspective)
  • 15. The results of the mapping PotentialFinnishhealthand well-beingtourismdestinations: ◦Ähtäri ◦Koli ◦Jyväskylä ◦Savonlinna ◦Hämeenlinna ◦Pori ◦Rovaniemi ◦Ruka ◦Espoo ◦Saariselkä Borderlinecases: ◦Ikaalinen ◦Rokua ◦Peurunka Holiday Club Saimaa
  • 16. Difficultyof the mapping(examples) Difficulty of the definition well-being tourism (can also be seen from a wide perspective) Difficulty to create the criteria The careful positioning of Finnish tourism destinations
  • 17.