Wellness tourism service preferences and their linkages to motivational factors: a multiple case study
Abstract
Responding to the research gap in cross-cultural studies in wellness tourism this study aims to increase the understanding about the differences in wellness tourists’ service preferences in different source markets by investigating how service preferences are associated with motivational factors. Based on 1,562 online survey responses from wellness tourists residing in Finland, Russia (St. Petersburg area), and Lithuania, an exploratory factor analysis and seemingly unrelated regression analysis were performed to analyse the cross-cultural differences. The results revealed that swimming pools, saunas, massages and body care are dominant services for all nationality groups, while services related to Eastern traditions are the least important. However, there are significant differences regarding the importance of services such as beauty treatment, services related to medical wellness, spa and wellness packages among others. An analysis of the associations between service preferences and motivational factors and significant differences in the strength and direction of those associations revealed that wellness tourists from different source markets may be driven by different motivations for choosing the same services.
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The push and pull motivation theory can explain that tourists' behavioral intentions in health and wellness tourism are driven by motivation.
“The push and pull motivation theory can be applied to explain that tourists’ behavioral intentions in health and wellness tourism are driven by motivation [34,35,36].”
From Health and Wellness Tourists’ Motivation and Behavior Intention: The Role of Perceived Value (2023) · cites this paper as [34]
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A Study on Development of Wellness Tourism Market in Asia
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- Authors
- Bočkus, D., Tammi, T., Vento, E., & Komppula, R.
- Affiliations
- University of Eastern Finland (FI)
- Corresponding author
- Bočkus, Daumantas
- Venue
- International Journal of Spa and Wellness
- Publisher
- Informa UK Limited
- Published
- 2022-10-31
- Volume
- 6
- Issue
- 1
- Pages
- 78-108
- ISSN
- 2472-1735 (ISSN-L)
- 2472-1743
- OpenAlex
- W4307889604
- Cited by
- 31
- References
- 111
- Citations by year
- 2026: 8 · 2025: 15 · 2024: 4 · 2023: 3 · 2022: 1
- FWCI
- 6.61
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Spa and Wellness (publishedVersion)
- Funders
- Finnish Cultural Foundation (00220176)
- Karelia CBC programme under Karelian Wellness project (KA8022)
- Topics
- Health Sciences › Health Professions › General Health Professions › Global Healthcare and Medical Tourism
- Social Sciences › Sociology and Political Science › Diverse Aspects of Tourism Research
- Social Sciences › Demography › Migration, Aging, and Tourism Studies
- Keywords
- wellness tourism, service preferences, tourist motivation, cross-cultural comparison, source markets, Finland, Russia, Lithuania, spa services, beauty treatments, Eastern traditions
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