Wellness Tourism and the Components of Its Offer System: a Holistic Perspective
Wellness tourism and the components of its offer system: a holistic perspective Mauro Dini and Tonino Pencarelli Abstract Mauro Dini and Purpose – The purpose of this paper is to conceptually examine the phenomenon of wellness tourism Tonino Pencarelli are both under a holistic and systemic lens, focusing on the offer system and the main components necessary for based at the Department of the staging of wellness experiences. This approach to holistic wellbeing within the tourism sector has led Economics, Social and to a broadening of the type of services and experiences that make up the value propositions that can Political Studies, University positively contribute to people’s wellbeing. of Urbino Carlo Bo, Urbino, Design/methodology/approach – This study identifies and defines the components of wellness tourism Italy. (including sectors not traditionally associated with it) through a review and analysis of the extant literature on ‘‘wellness tourism’’ and ‘‘wellbeing tourism’’ of the past two decades; the components were classified through an open coding process. Findings – Wellness tourism, as a broad multidimensional concept, is composed by ten different components of the offer system: hot springs, spas, medical tourism, care of the body and mind, enogastronomy, sports, nature and environment, culture, spirituality and events. Each of these categories may represent a single touristic offer targeted to specific market segments, but they may also be one of several components within an integrated mix of tourism products proposed. Originality/value – A holistic view of wellness tourism has implications for strategic marketing processes. Destination Management Organizations and company managers should segment their demand according to more innovative criteria than what has traditionally been adopted for wellness in terms of health care and medical procedures.
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