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

URBAN ZEN – AND HOW TO EXPLORE THIS PHENOMENON?
Roos Gerritsma
University of InHolland, Amsterdam/Diemen
The Netherlands
roos.gerritsma@inholland.nl
Abstract
The presentation will mainly focus on describing the concept of urban zen and what
theoretical framework and methods of research will be applied during this PhD research.
Urban Zen – the appearance of a new cultural landscape
“The complexity and speed of modern life urgently requires counterbalancing experiences for
human beings to feel well. A health and wellness revolution is under way as individuals
attempt to redesign their lives – sometimes in superficial and sometimes in profound ways –
to achieve higher levels of physical, emotional, mental and spiritual wellness”, (Bushell and
Sheldon 2009) i .
In some western cities we can see a reflection of this revolution when we look at the increase
of a holistic ii and healthy offer, such as yoga/meditation centers, health food shops or vegan
restaurants, urban spas or hammans. We can perceive a new urban cultural landscape in which
holistic leisure activities give an extra quality or dimension to public and semi-public space.
In this research this phenomenon has been named: urban zen.
The wellness industry is rapidly growing worldwide. The first results of research amongst
wellness tourists have been documented, but not much, or hardly anything, is known about the
wellness needs and expectations of city dwellers who would like to fulfill their aim of striving
for a holistic lifestyle in their own urban environment. The following three questions are
leading during this research: What lifestyle characteristics do these citizens share and what
does this lifestyle contribute to the quality of their lives? What Western cities iii and specific
areas within these cities are playing a key role in urban zen, both economically and
symbolically? And finally, to what extent are cities marketed as places where you can find
such an cultural landscape?
Theories and methods
Several theories and methods will be applied in order to gain a clearer picture of urban zen
adepts and places. Next to structuring lifestyles characteristics, the results will be connected
with the ideas Pine and Gilmore (1999) on the transformation economy. In their study on the
experience economy, the next step after experiences is said to be the economy of
transformations. Based upon earlier research and own observations, the idea of “selling”
transformations to consumers seems to be an essential part in starting and maintaining an
urban zen lifestyle. Practicing Yoga for example, does not stop after having experienced the
weekly Wednesday evening class; it generally is just a minor marker of a long internal
process of transforming one’s attitude in life and lifestyle manifestations. The choice of
Western cities will be based upon making an inventory and a comparison of the extent of the
urban zen offer. Apart from desk research and participatory observations, in-depth interviews
with participants, practitioners, entrepreneurs and city marketeers will also be carried out.
Key words: holistic and healthy lifestyle, city dwellers/cities, methods of research, leisure