The health resort sector in Australia: A positioning study

Abstract

This study provides a profile of the health resort sector in Australia. The study was based on resort directories, an analysis of promotional materials produced by each of the resorts within the population and discussions with representatives of Australia’s various state tourism organisations. It was found that most properties in the health resort category may be described as being mainstream and offering a tourism focus. The smallest number are found in the alternative and medical treatment focus categories, though these components of the health resort sector do appear to be dynamic and innovative. The development of a dynamic and innovative health resort sector may owe something to the absence of a strong tradition of spas in Australia.