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

Table 4 Non-response shares for destination images by prior visits and wellness
segments
Non
response:
average
sample
No prior
visit
Prior visit
Non-
wellness
travellers
Wellness
travellers
Slovenia 17% 18% 17% 22% 13%
Italy 28% 38% 26% 35% 23% a)
Croatia 30% 47% 25% a) 31% 29%
Bulgaria 57% 62% 37% a) 59% 55%
Montenegro 51% 57% 26% a) 55% 48%
Thailand 30% 33% 9% a) 37% 26%
Indonesia 44% 46% 22% a) 52% 40%
India 42% 44% 15% a) 47% 38%
Vietnam 52% 54% 27% a) 57% 49%
Maldives 43% 43% 38% 50% 39%
Note: a) Chi² statistic significant at < .05.
Table 5 Image attributes as used by the proxy prototype descriptions and for profiling
destinations
Beautiful scenery Relaxing Meet people of different age
Many attractions Pampering Different culture
Warm climate Romantic Variety of traditions
Healthy food Calm City visits
Country-specific food Safe Cultural heritage
Cheap shopping Open-minded locals Easily accessible
Water quality Friendliness Good value-for-money
Beach quality Hospitality Many offers and deals
Family friendly service Recommended by friends Low incidental expenses
Authentic spa and wellness Many repeat visitors
Exotic Plenty of parties
Note: items in italic were not used in Tapachai and Waryszak’s study (2000)
Slovenia shows a more favourable image within the wellness traveller segment with regard to
“beautiful scenery”, “authentic spa and wellness facilities”, “water quality”, “family
friendliness”, “beach quality” and “many attractions”. Social value facets such as “meeting
people of different age”, “recommended by friends”, “many repeat visitors” and “plenty of
parties” are much less attributed to this destination. Croatia shares stronger associations in
the wellness segment with respect to “relaxing”, “romantic” and “safe” and weaker ones as to
“city visits”, “variety of traditions” and “different cultures”. The wellness travellers see Italy
more linked with “easy access”, “many offers and deals” and “recommended by friends” but
less with “different cultures” and “romantic”. Bulgaria shows a much less pronounced profile
and profile differences among the two traveller segments. Stronger associations by the
wellness segment appear for “recommended by friends” and “relaxing” whereas as weaker
ones for “different cultures”, “city visits” and “variety of traditions”. Similar effects can be
observed for Montenegro. However, different aspects stand out: “beach quality” and “many
offers and deals” are more frequently attached with the destination; “many repeat visitors”
and “recommended by friends” less frequently.