The document describes a stakeholder needs analysis conducted as part of the WelDest project, which aims to develop a framework for creating health and well-being tourism destinations. It includes a questionnaire sent to experts in the field to gather information on the current and future role of health and well-being in their destinations, as well as competencies needed for destination management. Respondents were asked about strengths, weaknesses and opportunities for developing their destinations as health and well-being locations.

1. ERASMUS Lifelong Learning Program
Health & Well-being in Tourism Destination
2012 - 2014
Work Package 4:
Research
Date:
Author:
Distribution:
File name
Version:
Description:
Version
1
2
3
4
5
6
6
1
2012-02-20
Team FHJ
WelDest project team for interviews
2013-01-17-Stakeholder_Needs_Analysis_ v4_FHJ
5.1
Stakeholder Needs Analysis
Date
01.10.2012
30.11.2012
21.01.2013
31.01.2013
01.03.2013
19.03.2013
29.04.2013
Status
Draft
Draft
Draft
Draft
Finished
Re-finished
Re-finished
Author
Team FHJ
Team FHJ
Team FHJ
Team FHJ
Team FHJ
Team FHJ
Team FHJ
Changes
Development
Commenting Round 1
Commenting Round 2
Commenting Round 3
Discussion on March 18th
Discussion on March 18th
WP 4: | Research Stakeholder Needs Analysis | FH JOANNEUM Gesellschaft mbH

2. PART A: WelDest questionnaire
Dear Ms. or Mr.,
The aim of WelDest is to create a development framework to be used by public bodies, destination management
organizations and private companies, when developing holistic health and well-being destinations (H&WB). The
project combines the expertise of six Higher Education Institutes, 12 industry and 18 associate partners from
Austria, Czech Republic, Finland, Germany, Hungary and the UK.
We would like to ask you, as an expert in your field, to fill in this questionnaire to contribute an important part to
our research. After Part A of the questionnaire has been completed, Part B of the research will be done as an
interview by telephone or in person.
1. Which of the following options best describe the role of health and well-being in your destination now and by
2020?
Please tick only one option
Now
Health and Well-Being (is)…
 … the core tourism offering of our destination
… an essential part of the tourism offering
alongside other services
 … a minor offering
 … already a part of the destination strategy but not
yet implemented at the destination level
 … plays no role in the destination
2
Future
Health and Well-Being will (be)…
… the core tourism offering of our destination
… an essential part of the tourism offering alongside
other services offered
 … a minor offering
 … part of the destination strategy in the future
 … play no role in the destination
WP 4: | Research Stakeholder Needs Analysis | FH JOANNEUM Gesellschaft mbH

3. 2. What do you think are the most important reasons customers come to your destination?
Please tick up to three answers
□
□
□
□
□
□
□
the natural scenery
the reputation / image of the destination
the culture
the price level
visiting friends and relatives
suitable accommodation
to do something for his or her health, please specify (multiple answers possible):
□
□
□
□
□
□
□
□
Relaxation
Clinical/medical services
Outdoor and indoor sport
Pampering spa services
Enjoying natural scenery and its nature
Natural healing resources
Other reasons……………………….
Other reasons, please specify:
…………………………………………………………………………………………………………………………
3
WP 4: | Research Stakeholder Needs Analysis | FH JOANNEUM Gesellschaft mbH

4. 3. Which elements prevent your guests from recognizing your destination as health and wellbeing destination?
Please tick up to three answers
□
□
□
□
□
□
□
□
□
Too much traffic
□
□
□
Outdated health-promoting facilities (e.g. old-fashioned public baths, gyms, etc.)
Too expensive
Too many disturbing industries
Too many tourists
Lack of medical services / infrastructure
Lack of wellness and spa services / infrastructure
Lack of natural environment
No medical staff available
Bad quality of services in general (e.g. signage of walking trails, quality of information given by local
tourism boards, hygiene of spa pools, etc.)
Sprawling cities, villages and industrial areas
What else? ……………………………………………………………………………………………….
4
WP 4: | Research Stakeholder Needs Analysis | FH JOANNEUM Gesellschaft mbH

5. 4. How important are the following competencies for you regarding the management of your destination?
1 = Not
important
at all
2 = Not very
important
3 = Quite
important
4 = Very
important
Rhetoric / Presentation / Communication
□
□
□
□
Intercultural communication & foreign languages
□
□
□
□
Human resources management
□
□
□
□
Recruiting process
□
□
□
□
Team leading
□
□
□
□
Problem solving within the organization
□
□
□
□
Employment law
□
□
□
□
Recognition of customer expectations
□
□
□
□
Recognition of service gaps
□
□
□
□
Process- & project management
□
□
□
□
Quality management
□
□
□
□
Understanding the benefits of applied research (e.g.
market research, benchmarking)
□
□
□
□
Complaint management
□
□
□
□
Knowledge management
□
□
□
□
Innovation management
□
□
□
□
Responsible management (sustainability issues)
□
□
□
□
Networking skills to contribute to destination development
□
□
□
□
Sales & Marketing know-how
□
□
□
□
Understanding of H&WB related concepts/definitions (e.g.
health tourism, prevention, wellness)
□
□
□
□
IT skills and e-Business
□
□
□
□
Business law
□
□
□
□
Self-management (e.g. time management
□
□
□
□
Other, please specify
………………………………………………
□
□
□
□
Competence
5
WP 4: | Research Stakeholder Needs Analysis | FH JOANNEUM Gesellschaft mbH

6. 5. What is your personal need for further training regarding the following competencies?
1 = No
2 = Low
3 = Some
4 = High
Rhetoric/Presentation/Communication
□
□
□
□
Intercultural communication & foreign languages
□
□
□
□
Human resources management
□
□
□
□
Recruiting process
□
□
□
□
Team leading
□
□
□
□
Problem solving within the organization
□
□
□
□
Employment law
□
□
□
□
Recognition of customer expectations
□
□
□
□
Recognition of service gaps
□
□
□
□
Process- & project management
□
□
□
□
Quality management
□
□
□
□
Understanding the benefits of applied research (e.g. market
research, benchmarking)
□
□
□
□
Complaint management
□
□
□
□
Knowledge management
□
□
□
□
Innovation management
□
□
□
□
Responsible management (sustainability issues)
□
□
□
□
Networking skills to contribute to destination development
□
□
□
□
Sales & Marketing know-how
□
□
□
□
Understanding of H&WB related concepts/definitions (e.g.
health tourism, prevention, wellness)
□
□
□
□
IT skills and e-Business
□
□
□
□
Business law
□
□
□
□
Self-management (e.g. time management
□
□
□
□
Other, please specify
………………………………………………
□
□
□
□
Competence
6
Need
Need
Need
WP 4: | Research Stakeholder Needs Analysis | FH JOANNEUM Gesellschaft mbH
Need

7. 6. Please evaluate the present performance of your destination regarding the following specific points:
1=
I strongly
disagree
2=
I disagree
3=
I agree
4=
I strongly
agree
… there is a commitment and co-operation of all actors
(private and public)
□
□
□
□
… there is transparency in communication processes
□
□
□
□
… we have an effective destination management
organization
□
□
□
□
… we are involved in destination-wide decision making
processes
□
□
□
□
… we collect and utilize destination level data
systematically (knowledge management)
□
□
□
□
… we provide an innovation friendly environment
□
□
□
□
… there is an adequate development process- & project
management in place
□
□
□
□
… we use a quality management system (e.g. ISO,
EFQM,…)
□
□
□
□
…. there is an understanding of the importance of strategic
destination development
□
□
□
□
… aspects of sustainability will be considered in decision
making processes
□
□
□
□
… we follow joint sales & marketing strategies
□
□
□
□
… there is a feeling of togetherness and common goals
amongst the actors (e.g. authorities, entrepreneurs,
locals)
□
□
□
□
… we follow a destination brand identity
□
□
□
□
… we have other specific points, such as:
………………………………………………
□
□
□
□
In our destination…
7
WP 4: | Research Stakeholder Needs Analysis | FH JOANNEUM Gesellschaft mbH

8. 7. How important are the following specific points regarding the development of a Health and Well-being
Destination (HW&B)?
1=
not
important
2=
quite
important
3=
important
4=
very
important
Commitment and co-operation of all actors (private and
public)
□
□
□
□
Transparency in communication processes
□
□
□
□
A destination management organization
□
□
□
□
Involvement in destination-wide decision making processes
□
□
□
□
Systematic collection and utilization of destination level
data (knowledge management)
□
□
□
□
Providing an innovation friendly environment
□
□
□
□
Process- & project management with regard to destination
development
□
□
□
□
Use of a quality management system (e.g. ISO, EFQM,…)
□
□
□
□
Common understanding of the importance of strategic
destination development
□
□
□
□
Consideration of sustainability in decision making
processes
□
□
□
□
Joint sales & marketing strategies
□
□
□
□
Feeling of togetherness and common goals amongst the
actors (e.g. authorities, entrepreneurs, locals)
□
□
□
□
Destination brand identity
□
□
□
□
Other important points, such as:
…………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………
8
WP 4: | Research Stakeholder Needs Analysis | FH JOANNEUM Gesellschaft mbH

9. Socio-Demographic Data
8. Please define the level of your current job
Please tick only one option
□
□
□
□
Owner / entrepreneur
Executive Manager (e.g. CEO)
Mid-management (e.g. department head)
Other, please specify ………………………………………………………………………………………
9. What is the highest level of education you have completed so far?
Please tick only one option
□ Basic education (up to 16years)
□ Secondary school
□ Bachelor’s degree or similar
□ Master’s degree or similar
□ Doctoral degree
10. How many years of experience do you have in the following categories?
Please choose the adequate column(s) and tick the years of your working experience
Working in hotels /
restaurants
Less than 1 year
1 to 3 years
4 to 6 years
More than 6 years
9
□
□
□
□
Health related
services such as
(thermal) spa,
public / private
health care, etc.
□
□
□
□
Destination
management or
regional authority
Others, please
specify
………………
□
□
□
□
□
□
□
□
WP 4: | Research Stakeholder Needs Analysis | FH JOANNEUM Gesellschaft mbH

10. PART B: Interview Guideline
Notes for interviewers: All questions should be discussed at the beginning with a focus on the present situation.
At the end of each question future goals can be targeted (by 2020). The introductory question is to get the
interviewees talking. Please note that some questions (7 to 9) might not be answered by hospitality or health
managers. In that case make a note and go ahead.
For interviews with “authorities of the highest level” it is necessary to take care that the interviewees have
knowledge of regional tourism policies or destination development. Otherwise he/she won’t be able to answer
some of our specific questions. E.g. the Minister of the Economy in Austria is also responsible for national tourism
policies but might not have a detailed knowledge of health and well-being regions in Austria, BUT the chief of the
Styrian Tourism Board has. So please try to ask all questions and if the interviewee doesn’t know the answer to
any question, leave the question out.
Terms and Definitions
1. How would you define a Health and Well-Being destination (H&WB)?
Key words: health tourism, wellbeing tourism, wellness-tourism
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
2. What are the key service supply, resources, staff competencies and elements of a H&WB
destination?
Key words: service supply (spa services, tourism information, etc.) / resources (e.g. healing climate /
water, hiking trails, landscape, etc.) / staff competencies /other elements (public transport system, etc.)
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
SWOT
3. What are the strengths, weaknesses, threats and opportunities (SWOT) of your H&WB-destination?
Key words: SWOT, things to be improved in general, comparison with other comparable destinations, current
customer segments, urgent need for action
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
Role of nature
4. What is the importance of nature and sustainability in a H&WB destination now and by 2020?
Key words: how important is nature, natural assets (e.g. thermal water, pit, etc.) sustainability, ecology, natural
health-promoting resources such as a healing climate, healing water, infrastructures in the outdoors
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
10
WP 4: | Research Stakeholder Needs Analysis | FH JOANNEUM Gesellschaft mbH

11. Role of national / regional health policy
5. What is the role of the national / regional health policy in destination development now and by
2020?
Key words: impact of health policies on destination development, role of health insurance and medical
associations?
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
Current situation in destination development
6. How is the destination development now and by 2020?
Key words: goals of the destinations players, current decision making process at the destination level, utilization
of knowledge management in the destination, communication in the destination between the players, challenges
in co-operation, destination brand identity, What are limiting factors in the further development of the destination
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
Internal versus external resources in destination development
7. How and from whom do you try to get ideas / proposals for further development of the destination
now and by 2020?
Key Words: What internal (e.g. existing knowledge at the destination level, local investments) and external
resources (e.g. using consultants, participating in R&D projects like WelDest, external investments) do you use?
Describe the decision making process at the destination level and who participates in it. Who is to decide upon
the destination’s future? What are the forms of co-operation between companies and public sector? What is the
destination management structure? Is there a (DMO) destination Management Company and what is its role?
What is the role of strategic planning?
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
Instruments to be applied for destination development
Key words: what are the current approaches, forums, tools, instruments, communication techniques used in
destination development?
8. Which methods / tools / instruments / processes are currently being used to develop the
destination?
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
9. Which methods / tools / instruments / processes will be used in the future to develop the
destination? Will a new business environment force you to use new methods / tools / instruments /
processes?
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
11
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12. Locals versus tourists
10. How do you try to find a balance between needs of tourists and the needs of the locals?
key words: How to try to satisfy both target groups? Do both groups have a role in destination development? Role
of social and economic responsibility.
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
Training and education on a destination level
11. Which competencies does the destination need to better serve the guests?
key words: What capabilities does the whole destination /singular companies/your management unit need? What
kind of education/training would be useful with regards to destination development?
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
Future Markets
12. What will be the core businesses of your destination in the future?
key words: future target groups, new services to be developed, new infrastructure to be developed, is H&WB a
prominent future market for the destination and to which extent?
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
12
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