Local community attitudes and perceptions towards thermalism

ABSTRACT

Thermalism is enjoying a global resurgence of interest as consumers seek out ethical, natural, and place-based wellness experiences. In Europe, the ‘success rate of healing through thermalism has maintained the high reputation of thermal springs with curative powers’. However, thermalism has been culturally lost in the UK. This study focuses on a UK historical spa site currently undergoing restoration. Once restored, this will be one of three UK's only spa hotels with direct access to natural thermal mineral waters. An ethnographic case study design was used to explore community's perceptions and attitudes towards thermalism and the wellness tourism development model being implemented on location. Findings suggest that memories of the values and virtues of thermalism persist within the community and that, if harnessed, can play a significant role in supporting the local and national wellness agenda. However, findings also suggest that the reintroduction of thermal tourism in the location is perceived by the community as a luxury commodity reserved exclusively for the wealthy and elite members of society. Thermalism is a social and cultural resource and thus attention should be paid to ensure that any wellness tourism development model follows a cultural participatory logic and not solely an economic one.

KEYWORDS:

• Community
• thermalism
• wellness tourism
• development

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Stevens Fleur is a research assistant at University of Derby, Buxton. Her research interest include community development, destination management and wellness tourism. She has over 17 years of industry experience in spa management, operations and business development.

Dr. Iride Azara is a Senior Lecturer in Tourism at the University of Derby. Key research interests include Spa Tourism, Wellness and Wellbeing. Particularly she focuses on host and guest relationships and cultural change. She is the lead editor of Tourism, Health, Wellbeing and Protected Areas published by CABI and serves as European Editor for the International Journal of Spa and Wellness.

Dr. Eleni (Elina) Michopoulou is a Senior Lecturer in business management at University of Derby, Buxton. Her research interests include e-tourism, accessible, and wellness tourism. She is a founding member of the Global Wellness Institute’s Wellness Tourism Initiative and the European editor of the International Journal of Spa and Wellness.