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Wellness & Adventure 24.03.09 /AT

Wellness & Adventure 24.03.09 /AT Wellness Wellness…in many forms and shapes Understanding wellness Typology of wellness hotels Wellness segments: a Swiss and a US study Adventure Examples and characteristics Play-risk-insight understanding Evaluation Wellness = Hedonisme

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Wellness & Adventure 24.03.09 /AT

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  1. Wellness & Adventure24.03.09 /AT • Wellness • Wellness…in many forms and shapes • Understanding wellness • Typology of wellness hotels • Wellness segments: a Swiss and a US study • Adventure • Examples and characteristics • Play-risk-insight understanding • Evaluation

  2. Wellness = Hedonisme • striving for personal pleasure • priority to oneself, not one’s social groups • a consequence of a controlled / regulated life – need for escape • Wellness = pleasure without any efforts • relaxation & self-absorption • Well-being = pleasure with efforts • learning & development

  3. Social contact Mind: mental activity/education Body: physical fitness/ beauty care Self- responsibility Health: nutrition/ diet Relaxation: rest/meditation Environmental sensitivity Mueller & Kaufmann 2001 p.6

  4. Typology of wellness hotels Mueller & Kaufmann 2001 p.13

  5. Typology of wellness segments Mueller & Kaufmann 2001 p.15

  6. Wellness segment profile(Monteson & Singer 2004) • from exerciser (1992) to hedonist (1997/2003) • from middle aged women to younger / middle aged women • from housewives to career women • from longer to shorter stays • More than 70% are women • Preferences: massage, facial treatment & manicure • Motives: emotional rather than physical • pampering rather than fitness - relaxation / beauty • more not better if it endangers relaxation • memorable sense experiences - momentary escape

  7. Adventure tourism • adventure tourism = sport & nature based experiences • adventure = uncertainty about outcome • Wish for contrast to secure, urban lifestyle… but urban habitus is brought along • Physical and psychological challenge – seeking one’s limits

  8. Adventure tourism • Target group: prim. men, 30-50 years, ”white, educated, middle-class”, high disponsable income, ”the more adventurous, the more expensive” • Adventure tourism often discussed as: • Seeking risk – end in itself • Seeking insight – through risk • Gyimóthy & Mykletun: Play • Challenge, ability to concentrate, to cope with uncertainty, to follow rules

  9. Play Insight Risk (Gyimóthy & Mykletun 2004)

  10. Referencer • Rojek C, (1995): Decentring Leisure. Rethinking Leisure Theory. London: Sage. • Monteson P. & Singer J. (2004). Marketing a resort-based spa. Journal of Vacation Marketing. 10. 3. pp.282-287. • Thessa Jensen, Institute for Communication, AAU, http://personprofil.aau.dk/Profil/103761 - wellness vs. well-being

  11. Exam – Market & Market Communication in Tourism • Set, take-home 7 days assignment • Individually written, internally evaluated • Based on 7th & 8th semester course material • 3-5 questions + case material • Max 15 pages (2400 type units) • Time: 2-9 June. Pick up assignment electronically. Hand in two copies to secretary

  12. 7-day assignment - evaluation criteria • demonstrate independence (critical reflection towards theory + case) • analytic skills (using theories on case) • creativity (alternative/new angles are welcome) • through incorporation of relevant theory and relevant empirical examples (perspectives to other cases) • well-founded and articulate (argumentation is important)

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