Wellness tourism from consumers’ perspective – An exploratory analysis

Abstract

This paper summarizes the perspectives of health and wellness tourism consumers, to better understand the factors that influence this tourism product. A quantitative approach was adopted to collect primary data through the application of an online survey to effective and potential health and wellness tourism consumers between January and April 2021. Results show that growing number of consumers tend to value health and wellness tourism as a holistic experience, in which not only products specifically related to health and wellness treatments are of particular importance, but also activities related to leisure, recreation and culture. This paper provides a basis of research and analysis for global wellness and tourism industry stakeholders. The aim is to help the industry understand consumer behaviour and preferences in the traveller’s process of choosing a destination for a wellness vacation. This is achieved by predicting wellness tourism trends and developments, by acknowledging the gaps in the research available for understanding wellness tourism and reflecting the experience economy perspective in the sector.