PRESENTATIONSBalkan Wellbeing 2st International workshop in

Budapest (25.04.2014)

KTIA_AIK_12-1-2013-0043

Dr Melanie SmithBKF University of Applied SciencesBudapest, Email: msmith@bkf.hu

Balkan Wellbeing: Delphi Study

Chosen Definitions

Wellness:• Enhancing physical and psychological health

through physical activity, cosmetic treatments, healthy nutrition, relaxation, mental activity, education and social contacts

Wellbeing:• Synergising all dimensions of lifestyle, health and

happiness to create optimum satisfaction and quality of life

Main Word and Image Associations

Colour Associations

Balkan Wellbeing Delphi Study• Undertaken between 13th November 2013 and 3rd

April 2014• In the first round there were 31 respondents from 17

countries and 22 respondents from 11 countries in the second

• Respondents were sent 10 questions in the first round relating to definitions, image, associations, products, collaborations and marketing

• Second round respondents were asked to comment on first round data in a questionnaire consisting of 12 questions

• The results are presented here......

Top 5 Unique Selling Propositions

Existing Known Collaborations

Potential Areas for Future Collaboration

Most Interesting Areas for Future Collaboration

Possible New Products

Suggested Main Focus of Future Product Development

Preferred Slogans1. The Balkans - the factory of body and soul delights2. Wellness in the Balkan cradle: warmth, care,

inspiration3. The Nature of the Balkans: balance your inner self

Feel well in the region of emotions4. Enjoy 5 senses in 11 countries

Rough nature, soft wellnessCome barefoot and feel the pulse of the Balkan land

5. Where tradition has healed for thousands of yearsBecome better in the BalkansAncient source of life

Selected Images to Represent the Balkans

Main Development Challenges for Wellness and Wellbeing Activities

Additional Comments about Challenges for Development

• We cannot generalise about Balkan countries, some are more developed than others.

• We need to put the Balkan region on the global health and wellness tourism map.

• Service quality is perhaps the biggest problem for foreign tourists.• "Lack of enthusiasm and engagement" and "financial and economic

problems" are the biggest challenges in the Balkan countries.• Sustainable development should form the foundations for the rest.• A concept should come first.• Differences in education/skills levels are a bigger challenge than

indicated here.• Political and other corruption are more serious than shown here.• One can wonder what is the cause and what is the consequence – i.e.

is the poor marketing a consequence of an undeveloped product and infrastructure?

Additional Comments about Opportunities for Development

• Sea, mountain and spa resorts should be the focus with recreation, adventures and entertainment developed in them.

• Thermal, medical and rehabilitation spas can be developed for new markets.

• New products can be developed like gastro-heritage, modernised traditional cuisine, authentic wellness programs and forest bathing.

• Wellbeing does not have to be costly. The Balkans can offer recreation in nature, healthy home-made food, family happiness and self-esteem (without surgery).

Conclusions• The research shows that there are

some challenges for future development but some good opportunities too!

• However, the project does NOT have an outcome that we must develop a common Balkan Wellbeing concept, brand or products

• It is recognised that the countries in the region are at different levels of development

• On the other hand, collaboration can help us to exchange ideas, share good practice, and develop common concepts and products where appropriate and desirable – this is up to us!

We don’t all have to dress the same just because we come

from the same region!

“SHUMADIAN FOREST HAMMAM” MEDICAL SPA CONCEPT

Isailovic Gorana, Presetnik Ljubica, Jovanovic Ivana

MSPAAS, Health Colledge, Belgrade

39thWorld Congress of ISMH ×79th BCPM

COI Disclosure Lead Presenter: Isailovic GoranaAffiliated Organization: MSPAAS

There are no COI with regard to this presentation.

Research, development, education and implementation ofthe BALKAN MEDICAL SPA CONCEPT In the Serbian health tourism

SERBIAN MEDICAL SPA ELEMENTS• Fienotherapy• Aromatherapy• Reflexology• Lymphatic drainage• Forest hammam therapy• Phytotherapy• Musicoterapy• Chromotherapy• Heliotherapy• Reiki

• Dance therapy• Streching• Home pet therapy• Kneipp therapy• Mineral springs therapy • Traditional food• Meditation

SHUMADIAN FOREST HAMMAM

UNDER THE OAK TREE

http://youtu.be/OjwZO066uY8 Shumadian forest hammam

(MSPAAS production)

http://youtu.be/8WtDrAYMBJE Film srpski velnes - produkcija MSPAAS-a promo film brenda

banje Balkana

CIGOTA

“CROSS SPA” GOLDEN PINE TREE HAMMAM

http://youtu.be/YB0h2ki0IMA

GHQ + Pulse oxymetry physiological effects

THE MOOD TYPE QUESTIONNAIREType 1. Under a Dark Cloud: Low in SEROTONIN

• Type 2. Feeling the Blahs: Low in NOREPINEPHRIN or

Thyroid

• Type 3. Over Stressed:Low in GABA or Cortisol

Type 4. Too Sensitive for Life’s Pain: Low in ENDORPHIN

Type 5. Mood Swinger: Unstable BLOOD SUGAR

MOOD FOOD TABLE (MENU)

BMC Med Res Methodol. 2012 Sep 5;12(1):136. [Epub ahead of print]

The Manchester Color Wheel: validation in secondary school pupils.

Carruthers HR, Magee L, Osborne S, Hall LK,

Whorwell PJ.

GDV-screening (future research)

PSYCHOLOGYCAL TESTING

• BURN OUT SCALE• STRESS SCALE• LIFE SATISFACTION SCALE• POMS 24 SCALE• AROMADIAGNOSTIC TEST

TARA HAMMAM FOR 75+

WATER

HERITAGE

The Balkans project and my PhD

One of the output indicators of the Balkans research project is a PhD thesis

My project started 02/2014 at the Szent István University PhD School of Regional Sciences

Deadline of the thesis 06/2015

wellbeingwellness

Contents – Chapter 1

Quality of life and tourism– Quality of life: objective and subjective QoL– The functions of tourism– Quality of life and tourism

The impacts of tourism on the local community

The impacts of tourism on the tourist’s QoL

wellnesswellbeing

Contents – Chapter 2

Wellbeing and wellness– The wider concept of health– Health and wellness tourism– The role of wellness tourism in wellbeing– Regional wellness concepts: the case of

Alpine wellness and Nordic wellbeing

Contents – Chapter 3

Tourism in the Balkans– The Balkans - a definition– The environment of the Balkans’ tourism– The supply side of the tourism in the region– The demand side of the tourism in the region

Contents – Chapter 4

Balkan-wellness− Identity and the Balkans as a brand− The products of the Balkan wellness− Customers attitudes and behaviour

the s

Contents – Chapter 5

Development, marketing and branding suggestions

Sources of information

Secondary research: review of international and Hungarian literature

Primary research:– Delphi-study 1-2– Quantitative survey in 11 countries

Delphi-study 1-2

Quantitative survey

Publications

The definitions of wellness from a regional point-of-view

Wellbeing and wellness Questionnaire results of the attitude and

consumer behaviour survey

thank you for your attention!