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

The second sub-sample considered five Asian destinations for which the following image
profile differences can be observed. Thailand is differentiated positively by the wellness
segment by only a few elements: “meet people of different age”, “warm climate” and “many
repeat visitors”, and negatively by “city visits”, “romantic”, “open-minded people”, “calm”
and “cultural heritage”. Indonesia, in turn, exhibits a more favourable image among wellness
travellers with regard to “relaxing”, “hospitality”, “friendliness”, “romantic”, “calm” and
“exotic”; it is less favourable as to “low incidental expenses”, “easily accessible”, “meet
people of different age” and “water quality”. India’s image among wellness travellers appears
more pronounced with respect to “calm”, “open-minded people” and “healthy food” whereas
weaker in terms of “easily accessible”, “low incidental expenses”, “many offers and deals”
and “safe”. Vietnam is seen by the wellness segment more favourable with regard to
“friendliness”, “hospitality”, “romantic” and “calm” but less positive as to “plenty of parties”,
“meet people of different age”, “many repeat visitors” and “water quality”. Finally, the image
profile for the Maldives is stronger among wellness travellers with respect to “easily
accessible”, “many offers and deals” and “cultural heritage” whereas weaker as to “healthy
food”, “country specific food”, “family friendly” and “authentic spa and wellness”.