Wellness Tourists: In Search of Transformation
Wellness tourists: in search of transformation
Cornelia Voigt, Graham Brown and Gary Howat
Cornelia Voigt is a Researcher, Graham Brown is a Professor of Tourism Management, and Gary Howat is an Associate Professor, all at the School of Management, Centre for Tourism & Leisure Management, University of South Australia, Adelaide, Australia.
Abstract Purpose – The purpose of this paper is to explore and compare the benefits sought by three different types of wellness tourists: beauty spa, lifestyle resort, and spiritual retreat visitors. Design/methodology/approach – Based on the findings from 27 semi-structured interviews with wellness tourists a benefits of wellness tourism scale (BWTS) was developed. It was used to measure 46 benefit items and was mailed to people included on the client/member lists of three Australian wellness tourism organisations. Findings – In total, six benefit factors emerged from a principal axis factor analysis: transcendence; physical health and appearance; escape and relaxation; important others and novelty; re-establish self-esteem; and indulgence. A one-way MANOVA, followed by a series of ANOVAS, revealed significant differences between the three types of tourists regarding the importance attributed to each of the six benefit factors. While all participants in the study sought transformation of the self, each identifiable group of tourists placed different emphasis on physical, psychological or spiritual transformations. Moreover, each group differed significantly in terms of demographic and travel behaviour characteristics. Originality/value – The relevance of this paper lies in its adoption of a comprehensive approach to the investigation of the potential differences between three wellness tourist groups regarding the socio-demographic profile, travel behaviour, and the benefits sought. Previous studies have focused on a single particular wellness tourist group. Furthermore, the BWTS may be applicable for use in future comparative
Cornelia Voigt, Graham Brown and Gary Howat
Cornelia Voigt is a Researcher, Graham Brown is a Professor of Tourism Management, and Gary Howat is an Associate Professor, all at the School of Management, Centre for Tourism & Leisure Management, University of South Australia, Adelaide, Australia.
Abstract Purpose – The purpose of this paper is to explore and compare the benefits sought by three different types of wellness tourists: beauty spa, lifestyle resort, and spiritual retreat visitors. Design/methodology/approach – Based on the findings from 27 semi-structured interviews with wellness tourists a benefits of wellness tourism scale (BWTS) was developed. It was used to measure 46 benefit items and was mailed to people included on the client/member lists of three Australian wellness tourism organisations. Findings – In total, six benefit factors emerged from a principal axis factor analysis: transcendence; physical health and appearance; escape and relaxation; important others and novelty; re-establish self-esteem; and indulgence. A one-way MANOVA, followed by a series of ANOVAS, revealed significant differences between the three types of tourists regarding the importance attributed to each of the six benefit factors. While all participants in the study sought transformation of the self, each identifiable group of tourists placed different emphasis on physical, psychological or spiritual transformations. Moreover, each group differed significantly in terms of demographic and travel behaviour characteristics. Originality/value – The relevance of this paper lies in its adoption of a comprehensive approach to the investigation of the potential differences between three wellness tourist groups regarding the socio-demographic profile, travel behaviour, and the benefits sought. Previous studies have focused on a single particular wellness tourist group. Furthermore, the BWTS may be applicable for use in future comparative