Managing partnerships between tourism and hospitality stakeholders: the case of health and wellness products in Portugal

This study presents a reflection on a new and resized (re)interpretation of the thermal spa sector in Portugal. Taking a holistic view of the strategic health and wellness tourism product, with the example of a case study (thermal spas in Portugal), it materialises a new proposal for a strategic management model. The study analyses the perspective of networking, which characterises a good part of the sector. Special attention is given to the training of organisations and their connection to integrated strategies to make the best use of resources, to the distinguishing orientation of preparation and placement of the tourism product on the market. The aim was to listen to thermal spa managers in Portugal regarding complementary services associated with their core offer, the partnership relationships they have with local stakeholders and what type, as well as the motivations for networking and development perspectives of the thermal spa sector in Portugal. The results presented are incorporated in this guideline to establish a competitive offer.