ABSTRACT
Holloway (2004) and others (e.g. Kotler et al., 2005) summarized the determinants for marketing communication strategies and tactics as follows:
● The nature of the product . Tourism products are not homogeneous and this is particularly true in the case of health and wellness tourism. Products are not well known and even similar labels may mean something rather different. Brochures, websites, DVDs, fairs make attempts to introduce services and facilities, but to understand all the complexity, more and more attach a guide or manual to their products facilitating better understanding e.g. Spa Week Media Group created a video library that was ‘ designed to promote the spa lifestyle to a new generation of spa-goers ’ . The library under the brand name of Spadcast introduces procedures, treatments, and products. The categories from which customers can view short fi lms are Non-Invasive Cosmetic Procedures, Plastic Surgery, Beauty, Anti-Aging, Male Grooming, Teen & Ween, and Wellness – www.spaweek.org/spadcast/.
