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Identifying target groups for wellbeing tourism: assessment of different segmentation approaches

Dziadkiewicz Anna, Lindell Lali, Minga Zuzanna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 192

215--231

Aim: Recently, there has been a significant increase in interest in the concept of wellbeing tourism. This is true both among tourism entrepreneurs looking for inspiration to best meet the needs of their customers and among tourists who, when travelling, want to satisfy the needs of their body, mind and soul, and ensure the environmental, economic, and social sustainability of the destination visited. The aim of the study is to present target groups of wellbeing tourism, the so-called wellbeing tourists, and to describe good practices in the form of amenities and inspiration for tourism facility owners. Design/methodology: The character of the objective required the Authors to conduct a literature study, as well as to use appropriate research methods. Within the framework of the considerations carried out, it was decided to use a questionnaire survey and individual in-depth interviews (IDI) as research methodology. Results: The survey of 261 respondents revealed that Polish tourists can be grouped into three segments: Peace of Minds, Curious Explorers, and Sustainable Idealists. Although the majority of travellers are looking for relaxation and regeneration during their holidays, the goals of active sightseeing and gaining new experiences are also important. Preferences for accommodation vary, but agri-tourism and eco-friendly hotels are increasingly popular. In terms of sustainability, although almost half of the respondents do not pay attention to environmental issues, the results suggest significant future changes. Constraints: Tourism experiences can improve the wellbeing of residents and tourists, and wellbeing in turn can be a creative opportunity for innovation in destinations. The research, as presented in the article, focused mainly on tourists, with a noticeable lack of research on positive psychology variables targeting local communities and tourism workers. Practical implications: The characteristics of wellbeing tourists and the described good practices in serving them (description of possible facilities and inspiration for entrepreneurs) can help the tourism industry (accommodation, food, products & services) to prepare an appropriate offer, profiled for this type of customer. Originality/value: There are a number of studies on sustainable and slow tourism in both domestic and foreign language literature. A growing number of studies also deal with wellbeing tourism. Few authors, however, make the effort to combine the theoretical framework with a practical element, trying to communicate good practices of the tourism industry, based on an in-depth analysis of the target groups.