Wellness Tourism: What Motivates the Consumer

Transcription

1 DOI /vjes Wellness Tourism: What Motivates the Consumer Zoltán ÁRPÁSI Gál Ferenc College Faculty of Economics, Hungary Abstract In this paper one research will be presented, which is focusing on the factors of decision making in the tourism sector. Health and wellness tourism have become a major trend in the past years, since more and more consumer care about their health. The stressful life, people live nowadays also lead to increased health risk which justifies the growing need for relaxation during the holidays as well. In the study we also present the factors of an analysis and the key motivators when deciding about the destination. Keywords: wellness tourism, consumer health consciousness, motivation of wellness tourists, wellness theory JEL Classification: Z33 Introduction Nowadays, health awareness and the conscious consumption are becoming increasingly important. People are trying to adjust their consumption in different areas of life to a healthy lifestyle. This pursuit of health concerns not only nutrition or regular exercise, but also the motivation to spend leisure time. When choosing a tourist destination, these considerations also prevail, so it is important to monitor and adapt to international trends when determining the tourism strategy of an area. Literature overview The increasing role of health has generated new consumer demands, led to the emergence of new consumer groups and target segments. Of course, these potential target markets are trying to reach the highest possible efficiency with the provision of targeted, well-positioned supply elements. Health conscious thinking and lifestyle nowadays is increasingly holistic. For some consumer groups, lifestyle, life philosophy and thinking are also a healthy lifestyle. 87

2 Also known wellbeing of the 50s, Wellness interpretation from the World Health Organization, WHO 1948 defining landmark. The WHO definition states for the first time that a person's well-being is not the same as the health of a person's body, influences the mind, balance and emotional satisfaction. Recognizing this was a new approach to healing: on the one hand, the whole person can not be separated from his illness; on the other hand, the patient has an important role in the healing process. The German Wellness Association believes that wellness, is the process of getting well-being in the context of health-promoting factors, or enjoying a healthy lifestyle. Lanz- Kaufmann (2002) describes wellness as a continuous and active activity aimed at achieving physical, mental health and harmony in harmony with social and environmental factors. Determinants include individual responsibility, body fitness, healthy nutrition, relaxation, mental activity, and environmentally conscious behavior. Illing (1999) considers wellness as a pursuit of physical, mental and spiritual wellbeing, with elements such as vitality and relaxation. People who visit health centers, can benefit from these elements. Similarly, (Steinhauser / Theiner (2004)) the wellness philosophy of life, which leads to total well-being and is based on the cooperation of body, soul and spirit. According to Haug, German health educator, wellness is a new practice-oriented and pragmatic approach to health that focuses on the quality of life of the individual. The elements of the wellness program that he outlined include individual responsibility, fitness, stress-free life, conscious nutrition and environmental awareness". (Haug 1991, Lanz Kaufmann 2002). Since the turn of the millennium, a social change has been observed throughout the Western world, pointing from the experience society to the "living" society. A consumer of the century feels bad if he or she does not enjoy full well-being and does not provide him or her with the right quality of life. (Horx 2002) The most important wellness motifs that arise from the context of these changes include: a desire to relax and to overcome stress on the work and the private life, a demand for a balanced life, the search for meaningful and harmonious life, personal beauty and the desire to attract attractive appearance, a demand for energy and self-competence. The answer and the solution to these needs is the full philosophy of wellness, as the body, soul and spirit try to be in harmony with each other. (Steinhauser et al. 2005, p. 367). Material and Method During the quantitative survey, 195 evaluable questionnaires were made, not representative random sampling. Respondents included people living in Budapest, Pest and Békés counties. Firstly, I analyzed consumer opinions about wellness and the aspects of wellness service selection. In the questionnaire, besides the personal questions, the conditions of the wellness tourism program, the specifics of the wellness program, and the questions of the wellness service consumer judgment were given. 88

3 Results and ratings The primary purpose of my quantitative research was to analyze the identification of wellness with the concept of wellness. In addition, I considered it important to look at wellness services preferences, the general characteristics of wellness holiday habits. Considering the importance of the factors influencing the choice of the resort I found that an average of over 4.5 was not obtained from any of the examined factors. Relatively large deviations show that respondents' opinion is not homogeneous in assessing the importance of each factor. This result also confirmed that we cannot yet speak of a sophisticated consumer expectations system, which is not surprising given that clarification of the concept itself is unclear to this day, even in professional circles. Among the most important factors (average of 4.00), the questionnaire fillers included a quiet neighborhood, excursion and hiking opportunities, a swimming pool, massage services, a sauna and medical supervision. These influencing factors are best suited to fitness / sports and recovery / relaxation factors from four wellness elements often stressed in foreign literature (fitness / sports, balanced eating, recovery / relaxation and mental activity). The other two wellness items did not benefit from the questionnaire: the average activity of mental activity and balanced meals (bio foods, dieting) were typically around or under Despite the unprecedented preference, I thought it was worth examining which factors are related to the value of consumers, when selecting a wellness resort, I applied factor analysis to the factors influencing. F1: experience, pampering (sauna, massage, pool, adventure bath, alternative treatment); explained variance = 10.33%; F2: health consciousness (diet, fitness, biomaterial, beauty care, lectures on a healthy lifestyle); explained variance = 9.76%; F3: active, nature-friendly (hiking, excursion, cultural opportunities, sports facilities, pets welcome); explained variance = 9.21%; F4: child-centered, traditional medicine: (child-friendly, medical supervision, child care, pharmacy); explained variance = 8.31%; F5: long rest: (two weeks, more than two weeks and negative correlation max 3 days); explained variance = 7.351%; F6: comfort and healing (domestic, quiet neighborhood, thermal bath); explained variance = 6.62%; F7: travel abroad (abroad, one week); explained variance = 6.46%. The experience, pampering factor of the "sauna", "masseur" service, the need to have a "pool" in the hotel, the "adventure bath" and "alternative treatment options". The second factor became health consciousness to which factors belonged to which factors of nutrition and mental activity, conscious health preservation and nutrition could be classified. The active, nature-friendly factor included elements of sport and nature orientation. A child-centered, traditional remedy is a "child-friendly" and "child-friendly" atmosphere, alongside traditional remedies. 89

4 The long relaxation factor includes "two weeks" or designed for "longer time" system. The "maximum of 3 days", however, is negatively correlated with the other elements of the factor, which is a completely logical consequence and shows the internal contradiction between the elements of the factor and the opposite relationship between the factors. The comfort and healing factor group has been influenced by factors that bring tranquility, traditional thermal spells, and domestic travel opportunities. The "travel abroad" and "one week" factors were the factor of foreign travel correlated with each other. It was an interesting result that the "adventure bath", "swimming pool" and "sauna" moved together with each of the factors that proved that these influencing elements are closely linked to people's values in selecting a resort. I also observed a strong correlation in terms of "slimming", " fitness " and " bio foods " regardless of factor number, which suggests that these health-conscious elements blend in the minds of wellness tourists. Regarding the motivations behind the use of wellness relaxation, the most important thing for the people I interviewed is to have the opportunity to relax. This fact also demonstrates the perceptible effect of wellness consumers on the trend of individualism. Consumer motivations for wellness relaxation According to international research, the wellness consumer places great emphasis on the pleasures, demands balance, strives for inner balance and harmony to relieve the stresses of stressful weekdays The result of my research is the same what foreign experiences show. The most important motivation for those questioned, (which is behind the use of wellness relaxation) is the opportunity to relax and the enjoyment of indulgence (Figure 1). Motivations for wellness relaxation Figure 1. care about myself 13% 3% 43% relaxing 41% self-pampering care about my health 90 (Source: own research, N = 195)

5 Searching for relaxation and indulgence on wellness consumers also proves the perceptible effect of the trend of individualism. In this trend, the consumer's attention is focused on himself, focusing on his own internal balance and harmony. As a result, the consumer expects not only a pleasant environment but also a personalized experience (BERG, 2008). Looking at the sources of the information obtained from the wellness service, it can be stated that the Internet has the most decisive role. (table 1.) Among the traditional advertising tools, the role of television has also risen, with the same amount of mention being made of the opinions of acquaintances and friends, which show the dominant role of social channels. It is also interesting to see that in a relatively short period of time the media consumption has changed rapidly. Not only the consumption in general, but also how tourist behave before, during and after their stay. There are so many possible way (tools) to share their happiness or disappointment and there are also ways to interact with them as well. This gives opens new possibilities in front of the service providers. Such new ways that ten years ago they had not even existed. Table 1. Obtaining information on wellness tourism opportunities (% mentioning - in *) Information source Mention (%) postal advertising 11.3 travel agency 16.9 travel exhibition 6.2 Internet 76.9 medical recommendation 3.6 television 45.1 printed media 34.9 acquaintances / friends 45.1 family members 14.9 Source: own research, N = 195 (* relative frequency, multiple answers could be given) The fact that only 3.6% of respondents opted for a medical recommendation with a wellness tourism service is in line with the international belief that wellness tourists choose the service based on their own belief. They are rather active in gathering information, selfreading about opportunities, or interested in acquaintances Conclusion When examining consumer preferences, it can be stated that the judgment of the chosen product is partly shaped by prejudices, partly through experience and information. Consumers have a general expectation of the destination that they want to justify. When speaking about motivation, it turns out that relaxation and indulgence take precedence over health care. While relaxation influences health itself, however, the consumer still looks at it as if it were a separate concept. 91

6 In sum, we can say that today's consumers are well informed and consciously collecting information from relevant and credible sources to make the decision they feel most beneficial to them. References Berg W. (2008): Gesundheitstourismus und Wellnesstourismus. München: Oldenbourg Wissenschaftsverlag GmbH p. Böhm K. (2007): Servicequalität im Gesundheitstourismus. Erfolgsfaktor für die deutschen Heilbäder und Kurorte. Saarbrücken: VDM Verlag Dr. Müller e.k. 3-60p. Haug C. (1991): Gesundheitsbildung im Wandel. Bad Heilbrunn: Julius Klinkhardt, 15-44p Horx M. (2000): Die acht Sphären der Zukunft. Wien/München: Signum. Lanz Kaufmann E. (2002): Wellness-Tourismus - Entscheidungsgrundlage für Investitionen und Qualitätsverbesserungen. Berner Studien zu Freizeit und Tourismus, Bd. 38, Bern Illing K. T. (1999): Der Neue Gesundheitstourismus Wellness als Alternative zur traditionellen Kur? Berlin TDC, Steinhauser C., Theiner B., Jochum B., (2005): Schnittstelle Wissenschaft und Praxis: Innovative Produktentwicklung im Tourismus, illustriert am Beispiel Alpine Wellness. Erfolg durch innovation Perspektiven fr den Tourismus und Dienstleistungssektor. Wiesbaden: Gabler p. 92