WELLNESS TOURISM: INTEGRATING SPECIAL INTEREST TOURISM WITHIN THE GREEK TOURISM MARKET

Main Article Content

Magdalini Vasileiou
Paris Tsartas
Marianthi Stogiannidou

Keywords

special interest tourism, wellness, wellness tourists’ typology, wellness tourism product typology, motivation

Abstract

Tourism industry in the past two decades is increasingly subsuming the identity of an experience industry. Within the framework of the global crisis, Greece seeks for a way of rejuvenating, differentiating and upgrading in quality a “tired” tourism product within a broader framework of an enriched tourism product in terms of special interest tourism development- either as a core product or as a complementary product to the mass tourism model. In particular, wellness tourism in Greece, following the tradition of the past - which related to the traditional spa- towns-presents a dynamic revival and claims its position in the global tourism market. This paper examines the typology and potentials created through investing in special interest tourism and in particular in the dynamics of Wellness Tourism development in Greece. It examines the main characteristics and typology of a major part of the supply side of the wellness tourism market in Greece. It tries to identify the possible relation of wellness tourism to other special interest tourism types that could support the development of a complex of special interest tourism activities. It aspires to identify the consumer behaviour / motives of the tourists visiting wellness hotels in Greece in order to relate them with the need to invest in rising markets and new ways of wellness tourism marketing management and finally, presents some of the most important problems the Greek wellness tourism market encounters that must be addressed in order to escape form the crisis vortex.

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