Publications & Articles – Inspiration for Everyone

HTWWLife Team’s articles, publications and talks are sources of inspiration and disruption. Below there is a wide spectrum of sources from industry reports and studies to academic publications and research papers. There is the intention to be the often-missing link between industry and academia. Academic research and publications can be useful for industry advancement, whereas industry intelligence can provide the essential input for academic research. Explore our resources!

Handbook of Health Tourism Marketing

Puczkó, L. and I. Stackpole (2021)
Handbook of Health Tourism Marketing, Amazon

A practical guide to successful health, wellness & medical tourism Summary


Global healthcare markets are in upheaval with the novel coronavirus & COVID-19 pandemic. The challenges and opportunities for destinations, and providers of wellness, evidence-based therapeutic and healthcare services have never been more complicated!

Established places and businesses are looking for ways to remain competitive, and new entrants to these markets are looking for paths to success. The Marketing Handbook for Health Tourism offers practical, applicable insights for all these audiences.



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Articles in Industry Publications

HTWWLife are often invited by leading industry journals and magazines to contribute. These thought provoking think-pieces are based on proprietary industry intelligence and data. Topics and themes we have covered include the relationship between hospitality, leisure and wellbeing, the role of associations and clusters in medical tourism or product development in wellness, healthcare, hospitality, leisure, and spa.

Handbook of Health Tourism Marketing

Industry Predictions – Hottest Trends 2024

Academic Publications

Academic publications are often labelled by industry as being too general, too high level and not practical enough. That may be true in general, academic research, analysis and synthesis of the relationships between healthcare, wellbeing, wellness, spa and travel is considered to be a form of applied science. Academic publications are always based on rigorous and systematic assessment. Such rigour could be found inspirational for product development, branding or marketing.

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Konu, H. and Smith, M. (2024): A Research Agenda For Tourism And Wellbeing, EdgarElgar

Buhalis, D. 2022 (ed) Encyclopedia of Tourism Marketing and Management, EdgarElgar
Medical TourismHealth TourismWellness Tourism

Wallace, M. and Smith, M. K. (2020) The Spa Manager’s Essential Guide, Oxford: Goodfellow Publishers (

Smith, M.K. and Puczkó, L. (2017) (eds) Routledge Handbook of Health Tourism, London: Routledge.

Smith, M. K. and Puczkó, L. (2013) Health, Tourism and Hospitality: Spas, Wellness and Medical Travel, London: Routledge.

Smith, M. K. and Puczkó, L. (2008) Health and Wellness Tourism, Oxford: Butterworth-Heinemann.

Book chapters

Brusaferri, M. (2023) (ed): The Relationship thet Binds the Treatment Room to the Spa and the Hotel, in: Spa Experience: The perfect room for a successful spa, Bruno Editore, MIlano,  pp.155.172. (English)

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Smith, M. K. and Puczkó, L. (2018) ‘Thermal Spas, Well-being and Tourism in Budapest’, in Uysal, M., Sirgy, M. J. and Kruger, S. (eds) Managing Quality of Life in Tourism and HospitalityWallingford: CAB International, pp.103-118.

Smith, M. K. and Csurgó, B. (2018) ‘Tourism, Wellbeing and Cultural Ecosystem Services.  A Case Study of Őrség National Park, Hungary’, in Azara et al. (eds) Tourism, Health, Wellbeing and Protected Areas,Wallingford: CABI,pp. 26-38.

Smith, M. K. (2017) ’An overview of lifestyle trends and their impacts on health tourism’, in Smith, M. K. and Puczkó, L. (eds) The Routledge Handbook of Health Tourism, London: Routledge, pp. 20-31.

Kelly, C. and Smith, M. K. (2017) ’Journeys of the self: the need to retreat’, in Smith, M. K. and Puczkó, L. (eds) The Routledge Handbook of Health Tourism, London: Routledge, pp. 138-151.

Smith, M. K. and Sziva, I. (2017) ’Yoga, transformation and tourism’, in Smith, M. K. and Puczkó, L. (eds) The Routledge Handbook of Health Tourism, London: Routledge, pp. 168-180.

Konu, H. and Smith, M. K. (2017) ’Cross-border health tourism collaborations: opportunities and challenges’, in Smith, M. K. and Puczkó, L. (eds) The Routledge Handbook of Health Tourism, London: Routledge, pp. 298-314.

Smith, M. K. and Puczkó, L. (2017) ’Balneology and health tourism’, in Smith, M. K. and Puczkó, L. (eds) The Routledge Handbook of Health Tourism, London: Routledge, pp. 271-281.

Smith, M. K., Ferrari, S. and Puczkó, L. (2016) ‘Service Innovations and Experience Creation in Spas, Wellness and Medical Tourism’, in Sotiriadis, M. and Gursoy, D. (eds) The Handbook of Managing and Marketing Tourism Experiences, Bingley: Emerald.

Smith, M. K., Puczkó, L. and Sziva, I. (2015) ‘Putting the thermal back into medical tourism’, in Lunt, N., Horsfall, D. and Hanefeld, J. (eds) Handbook on Medical Tourism and Patient Mobility, Cheltenham: Edward Elgar Publishing Ltd, pp.393-402.

Smith, M. K. and Puczkó, L. (2014) ‘Regional Trends and Predictions for Global Health Tourism’, in Voigt, C. and Pforr, C. (eds) Wellness Tourism: A destination perspectiveLondon: Routledge, pp.203-219.

Ferrari, S., Puczkó, L. and Smith, M. (2014) ‘Co-creating Spa Customer Experience’, in Kandampully, J. (ed.) Customer Experience Management: Enhancing Experience and Value through Service Management. Dubuque, USA: Kendall Huntpp. 187-203.

Smith, M. K., Puczkó, L. and Sziva, I. (2013) ‘Thermal medical versus surgical medical tourism in Hungary: the challenges of reconciling public and private sector policies’, in Hall, C. M. (ed.) Medical Tourism: The ethics, regulation, and marketing of health mobilityLondon: Routledge, pp. 95-108.

Smith, M. K. (2013) ‘Wellness tourism and its transformational practices’, in Reisinger, Y. (ed.) Transformational Tourism: Tourist Perspectives, Wallingford: CABI, pp. 55-67.

Tooman, H., Tomasberg, K. and Smith, M.K, (2013) ‘Cross-Cultural Issues in Health and Wellness Services in Estonia’, in Kampandully, J. (ed.) Service Management in Health and Wellness ServicesDubuque:Kendall Hunt Publishers, pp. 347-361.

Smith, M. K. and Puczkó, L. (2012) ‘An Analysis of TQoL Domains from the Demand Side’, in Uysal, M., Perdue, R. R. and Sirgy, M. J. (eds) Handbook of Tourism and Quality-of-Life (QOL) Research: The Missing LinksSpringer, pp.263-277.

Smith, M. K. and Kelly, C. (2009) ‘Holistic Tourism: Integrating Body, Mind and Spirit’, in Jafari, J., Bushell, R. and Sheldon, P. (2007) (eds) Wellness and Tourism: Mind, Body, Spirit, Place,Innovation and Tourism Book Series, pp. 69-83. 

Journal Articles


Dryglas, D. and Smith, M. K. (2023) A Critical Analysis of How Central European Spas Create Health Tourism Experiencescapes, Tourism Planning & Development,

Smith, M. K. (2023) Retreating towards Subjective Well-Being, in Singh, T. V., Butler, R. and Fennell, D. A. (eds) Tourism as a Pathway to Hope and Happiness, Bristol: Channel View, pp. 135-151.

Smith, M.K., Puczkó, L. & Jancsik. A. (2021) ‘Customer satisfaction in post-socialist spas: a case study of Budapest, City of Spas’, International Journal of Spa and Wellness, Vol. 4., Issue 1, pp. 1-22.

Smith, M. K. (2018) ‘Wellness in the ’U-bend’ of Life: why the core market is middle-aged and female’,International Journal of Spa and WellnessVol. 1., Issue 1, pp. 4-19.

Smith, M. K. & Diekmann, A. (2017) ‘Tourism and Wellbeing’, Annals of Tourism Research,66, pp. 1-13.

Smith, M.K. and Puczkó, L. (2015) ‘More than a special interest: Defining and determining the demand for health tourism’,Tourism Recreation Research, 40 (2), pp. 205-219.

Smith, M. K. (2015) ‘Baltic Health Tourism: Uniqueness and Commonalities’, Scandinavian Journal of Tourism and Hospitality15(4), pp.357-379.

Smith, M. K. and Puczkó, L. (2010) ‘Taking your Life into your own Hands? Embracing New Trends in European Health Tourism’, Tourism Recreation Research, Vol. 35, No. 2, pp. 161-172.

Smith, M. K. and Kelly, C. (2006) ‘Journeys of the Self: The Rise of Holistic Tourism’, Journal of Tourism Recreation ResearchVol. 31, No. 1, pp. 15-24.

Smith, M.K. (2003) ‘Holistic Holidays: Tourism and the Reconciliation of Body, Mind, Spirit’, Journal of Tourism Recreation Research, Vol. 28, No. 1, pp. 103-108.

Edited Journals


Smith, M. K. and Kelly, C. (2006) (eds) ‘Wellness Tourism’, Tourism Recreation Research, Special Edition, Vol. 31, No. 1.

Smith, M. K., Deery, M. and Puczkó, L. (2010) (eds) ‘The Role of Health, Wellness and Tourism for Destination Development’, Journal of Hospitality and Tourism ManagementSpecial Edition, Vol. 17, Issue 1.