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

The key question in market segmentation is what is the most effective segmentation criterion?
According to Haley (1968), the rationale behind this segmentation approach is that the
benefits identified by the consumers were the basis for the existence of true market segment.
The identified benefits determine the consumers’ behavior more accurately than do other
descriptive variables such as demographic and geographic characteristics. Discussing the
conceptualization of leisure attitude, Iso-Ahola (1980) argued leisure participation is affected
by the intention toward an object. The intention is determined by a person’s attitude of that
object, which is a result of belief of that object. Also, if a person has reason to believe that
participation in a leisure activity will lead to intrinsic rewards, the attitude toward that activity
is highly positive. Wellness pursuit is common among older adults. Thus, it is reasonable to
claim the perception of the travel benefits, comprising of belief and attitude might affect in
certain wellness tourism related intention and behavior which is crucial to understand the
elder market. In addition, several authors have suggested that benefit segmentation is one of
the best segmentation bases (Loker & Perdue, 1992; Morrison, 1996). Ahmed, Barber, and
Astous (1998) claimed that because the benefit segmentation identified the travelers’
motivations and satisfaction of what they want and what they need, it was more appropriate in
defining destination segments and developing marketing strategies. After reviewing several of
the academic publications, Frochot and Morrison (2000) argued that benefit segmentation is
most helpful in designing and modifying facilities and attractions, vacation packages, activity
programming, and service quality measurement.
Several studies focusing on benefit segmentation in Japan and America have revealed
significant differences in some socio-demographic variables (Yannopoulos and Rotenberg,
1999; Jang, Morrison, & O’Leary, 2002). Smith & Puczkó (2009) argued when defining the
targets and targeting strategies and tactics, it is essential to know what benefits exist and
prospective customers may associate with a health trip.
Only a few studies were reported on Taiwanese travelers using benefit sought among travelers
to analyze the market. Fu (2003) studied the motivation/benefits of older travelers in Taiwan
using factor analysis. She found the travel motivation of rest/relaxation, being with families,
feelings of relaxation, and appreciation of the nature were recognized to be the most important
by guests over age of 55. The results were identical with the study by Guinn (1980). Chen &
Wu (2005) studies the motivations of the Taiwanese senior travelers, which is generally
accepted as having a direct relationship with the benefits sought and divided the market into
four segments: “the all-directions seniors”, “ the conservative seniors”, “the active and
optimistic seniors“, and “the knowledge and health seeking seniors”. A recent empirical study
by Chen, Prebesen, & Huan (2008) identified relaxation, pursuing multiple activities,
recreation, and enjoying nature as the top four motivations of wellness travelers
To date, almost no reported research directly using the perception of travel benefits of the
elders to segment the wellness market of the aging population. The study attempts not only to
identify a new market in wellness tourism in terms of the perceived travel benefits of the
elders, but also to understand how the identified clusters are related their ratings of wellness
services and facilities and their interests in participation of the activities provided by the
wellness hotels on an overseas trip.
Research Method
Research Respondents:
Questionnaire survey and purposive sampling method were adopted for the study. 596 elderly
respondents, 227 males and 369 females over age 50, from eleven elderly activity centers