Wellness Tourism and The Existing Values : Consumers View on Value in Wellness Tourism

Sammanfattning

The main goal of this study is to explore the different types of values associated with wellness tourism and to understand the expectations of consumers from the industry. It aims to explore the consumers' expectations and values when they choose a destination to travel to. The study attempts to uncover the consumers' expectations of wellness tourism and whether these expectations are met by the industry in different settings. To achieve this, data has been collected through questionnaires distributed to consumers of wellness tourism. The information collected has been used to deepen our understanding of certain topics such as the 'perceived-values' and 'wellness tourism'. The results were analyzed to identify any connection between people’s expectations and how the wellness industry manages its destinations and products. The study revealed that there is a gap between the wellness tourism definition and what values the wellness services offer, although people are interested in the concept. As for the values that are associated with wellness tourism, the results show that wellness tourism offers a lot of services that help with the stress reduction and the self-development that most consumers value in this industry.