Health, Wellness and Tourism: healthy tourists, healthy business ...

RURAL TOURISM, A FORM OF WELLBEING TOURISM?
Raija Komppula, professor
Juho Pesonen, researcher
Centre for Tourism Studies
University of Eastern Finland
P.O.Box 86
FI-57101 SAVONLINNA
raija.komppula@uef.fi
juho.pesonen@uef.fi
Abstract
The aim of this paper is to compare rural tourism motivations with the motivations of
wellbeing tourists, and investigate, if rural tourism could be seen as a form of wellbeing
tourism. A questionnaire was developed based on literature on wellness and rural tourism
motivations. Data were collected on a Finnish rural tourism website during summer 2009.
Altogether 727 responses were analysed using K-mean cluster analysis to create segments.
The results show that among Finnish rural tourists a segment of rural wellbeing tourists can be
distinguished. The segment values significantly more such factors as relaxing away from the
ordinary, escape from a busy everyday life, hassle-free vacation, getting refreshed, having a
sense of comfort, and having an opportunity for physical rest than the other segments. A
typical rural wellbeing tourist is a 45-54 year old female, who has lived her childhood in the
countryside. She travels with her spouse less than once a year to a rural destination.
Key words: wellness tourism, wellbeing tourism, rural tourism, tourist motivation, tourist
segmentation
Introduction
Although wellness tourism is one of the most ancient forms of tourism, there has been an
exponential growth in the pursuit of wellness in the history of tourism in recent years (Smith
and Kelly 2006). Centuries ago tourism destinations developed around unique natural features
such as mineral healing waters, beach and mountain resorts and sacred sites (Sheldon & Park
2009). Today wellness tourism comprises a broad range of tourist motivations and benefits of
the product. A categorization of Sheldon and Bushell (2009) suggest six types of wellness
tourism: medical, health, sport and fitness, adventure, wellbeing and transformation.
According to Smith and Puczkó (2009) the concept of wellness contains elements of lifestyle,
physical, mental, and spiritual wellbeing, and one’s relationship to oneself, others, and the
environment. Several concepts, such as well-being, happiness, quality of life, holistic practice
and spiritual beliefs relate to the concept of wellness. (Smith and Puczko 2009, 12)
Tourists are pushed by their own motivation towards the places where they expect their needs
will be satisfied (Leiper 1990). The push motivations have been seen to be useful in
explaining the desire for travel, as they are recognized as the starting point of understanding
tourists’ behavior (Crompton, 1979). Pull factors are those that attract people to a specific
destination once the decision to travel has been made. They are destination-specific attributes,
such as natural attractions, food, people, recreation facilities, or activities, which determine
whether the traveler will go to destination A or B, if both destinations fulfill the expectations
derived from the push factors. The aim and desired outcome of the tourist product for the