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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.

Generation Y & Z towards wellbeing tourism – challenge or necessity for the tourism industry?

Dziadkiewicz Anna, Lindell Lali, Minga Zuzanna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 173

113--130

Purpose: The purpose of this article is to present the consumer behavior of two generations -Y and Z - in the tourism market and to show how the concept of wellbeing tourism fits the needs and expectations of the two analyzed groups. Design/Methods/Approach: The article used a systematic literature review based on the SCOPUS database. A search for the term "wellbeing" in abstracts, titles and as keywords identified 107 571 articles. After applying search restrictions to the term "wellbeing tourism" and "social sciences," 12 articles were identified. After reviewing the content, only 9 articles referred to the concept under discussion, indicating a significant unstructured research gap in this area. The article further includes excerpts from reports and analyses, conducted as part of projects, on the implementation of wellbeing tourism in the South Baltic region. Findings: Critical analysis of the literature and experience gained from wellbeing tourism projects revealed challenges of a socio-demographic and technological nature. These challenges result from changes in the macro-environment and are closely interrelated. For example, the changing attitudes of representatives of generations Y and Z toward tourism are closely related to their increased awareness of the importance of wellbeing in their lives. In addition, the development of digital marketing is closely related to the growing popularity of these services among young buyers. Research limitations: The authors described tourists from generations Y and Z, in terms of their approach to wellbeing tourism. It should be noted that dynamic changes in the environment may affect the emergence of new behaviors that are not presented in the article. Therefore, there is a need to develop future research using qualitative and quantitative methods to develop a more accurate picture of the groups studied in terms of their evaluation of wellbeing offerings. Practical/social implications: The article can help tourism companies understand the behavior of Generation Y and Z tourists and identify solutions that can contribute to the preparation of wellbeing offers that meet their expectations. Originality/Value: A systematic review of the literature and an analysis of its content allowed the creation of a compendium of knowledge on wellbeing tourism aimed at generations Y and Z. In addition, steps have been taken to consolidate this approach within management science. These activities will likely make it possible to direct perspectives on the perception of this phenomenon, and also to sort out the conceptual chaos in this area. The review of the issues and the general and synthetic considerations carried out are part of the stream of studies on consumer behaviour.