Do Size and Ownership Determine the Willingness for Sustainable Innovations in Spa and Health Tourism? A Case Study on Baile Felix Spa Resort, Romania

Abstract

There is a considerable debate in the literature regarding the real impact of tourism on the environment and human communities, specifically with respect to tourism’s openness to sustainable innovation. The way in which the different forms of tourism and entrepreneurial and managerial initiatives respond to the new economic, technological, social and environmental challenges acquire considerable importance for academics, practitioners, decision makers and consumers. The purpose of this research is to assess the potential for sustainable innovation in spa and health tourism in a relevant area in Romania through a survey-based study of both entrepreneurs who own a tourist accommodation unit, as well as top and middle managers from large tourism enterprises. The results of our research show that the development of spa and health tourism offers multiple examples of good practices, and that stimulating innovative entrepreneurial initiatives can lead to a sustainable reinvention of the tourism and local economy, in line with the international health tourism market. In the case of small businesses, even though sustainable initiatives are present, they are at an earlier stage and are less diversified compared to hotels, the scope of innovation is smaller and their motivation weaker. In other words, a large part of the objectives of modernization and sustainability in spa and health tourism (equipment, services, qualification and hiring of employees, sustainable and environmentally friendly orientation) are the responsibility of large hotel resorts. This research provides valuable insights into the ongoing debate surrounding the impact of tourism on the environment and local communities, with a specific focus on the potential for sustainable innovation in spa and health tourism within a significant region of Romania.

Business Opportunities and Drivers for Health and Spa Tourism: A Qualitative Research on Baile Felix Spa Resort, Romania

“…The evolution of health and relaxation tourism in Romania partially mirrors the European and global trends, which are notably shaped by the political and social transformations experienced by the Central and Eastern European economies in the early 1990s. Following a prosperous period during the 1970s-1990s [122], a rapid decline ensued, marked by changes in ownership, a lack of investment and modernization gaps, and a decrease in the number of foreign tourists [17,124]. In the last 10-15 years, there has been a positive shift due to an increasing interest in healthcare, the revival of entrepreneurial initiatives, and a growing interest in the professional management of existing tourism holdings [17].…”

“…Following a prosperous period during the 1970s-1990s [122], a rapid decline ensued, marked by changes in ownership, a lack of investment and modernization gaps, and a decrease in the number of foreign tourists [17,124]. In the last 10-15 years, there has been a positive shift due to an increasing interest in healthcare, the revival of entrepreneurial initiatives, and a growing interest in the professional management of existing tourism holdings [17]. The development of wellness tourism, not only in Romania but across Europe, has led to a reassessment of positioning and promotional strategies for spa resorts and also prompted the enrichment of spa offerings with innovative and sustainable services [17,123,[125][126][127].…”

“…The data analyzed in this paper are part of a larger field research based on a semistructured interview and an opinion questionnaire conducted between 1 and 31 October 2022, scrutinizing the characteristics of spa and wellness tourism in Baile Felix, Romania [17]. Participants were encouraged to elaborate on their answers, leading to detailed narrative responses.…”

“…Tourism is an industry with relatively low entry barriers and regulations [8][9][10], requiring moderate skill levels, technological permeability, and innovation [11][12][13][14], which makes researchers and practitioners agree that it is an ideal field for small-and medium-sized enterprises (SMEs) and various entrepreneurial initiatives [15][16][17]. Additionally, generating employment tourism businesses also exploit regional and local resources, emerging as "major contributors to economic transformation in developing economies" [18] (p. 1).…”

“…Despite facing substantial challenges, such as the economy, pandemics, or political crises, the tourism sector has witnessed various opportunities and high growth rates in recent decades, resulting in a diverse range of businesses in this sector [1,3], varying in size, market power, ownership, sub-sectors, endowment, and innovation levels [9][10][11][12][13]15,17,18]. Researchers emphasize the orientation of large companies towards innovation development and implementation [19,20], while small (family) businesses combine their personal goals with community involvement, considering local specificities [21][22][23].…”