Document Type : Research Paper
Author
Assistant Professor- Faculty of Literature and Humanities- University of Guilan
Abstract
The purpose of this paper is to identify potential segments of health-wellbeing tourists visiting Guilan based on their motivations, and to find out if there are statistically significant differences between the segments concerning factors related to interests in various wellness attractions/attributes. A sample of 227 tourists visiting Guilan was surveyed over a period of 3 months. Data analysis included two distinct phases. First, by conducting a two-stage cluster analysis (hierarchical clustering using the Ward algorithm - non-hierarchical k-means clustering), three segments have been recognized: 1) social escapers, 2) escaper learners, and 3) social learners. Next, the profiles of the identified segments have been defined using logistic regression analysis. The three groups exhibited significant differences in terms of how much importance they attributed to various wellness attractions/activities, superstructure components, and infrastructure elements They also differed from each other in terms of the demographic and information search characteristics. Managerial implications are discussed.
Keywords
- Health-wellness tourism
- Travel motivation
- Importance of Wellness attractions and activities
- Market segmentation
- Guilan province
Main Subjects
Basirat, S., Raoufi, S., Bazmandeh, D., Khamoushi, S., & Entezami, M.(2025). Ranking of AI-based criteria in health tourism using fuzzy SWARA method. Computer and Decision Making: An International Journal, 2, 530-545.
. Bočkus, D. (2023). The market perspectives of wellness tourism: A multiple case study (Doctoral dissertation, Itä-Suomen yliopisto). ISBN:978- 952-61-4875-5
Cha, J., Jo, M., Lee, T. J., & Hyun, S. S. (2024). Characteristics of market segmentation for sustainable medical tourism. International Journal of Tourism Research, 26(1), e2626. DOI: 10.1002/jtr.2626
Chen, K. H., Liu, H. H., & Chang, F. H. (2013). Essential customer service factors and the segmentation of older visitors within wellness tourism based on hot springs hotels. International Journal of Hospitality Management, 35, 122-132. DOI: 10.1016/j.ijhm.2013.05.013
. Dahanayake, S., Wanninayake, B., & Ranasinghe, R. (2024). Demographics shaping memorable wellness tourism experiences: A comparative analysis. Tourism and Hospitality Research, https://doi.org/10.1177/14673584241306368.
Chen, K. H., Liu, H. H., & Chang, F. H. (2013). Essential customer service factors and the segmentation of older visitors within wellness tourism based on hot springs hotels. International Journal of Hospitality Management, 35, 122-132. DOI: 10.1016/j.ijhm.2013.05.013
. Dahanayake, S., Wanninayake, B., & Ranasinghe, R. (2024). Demographics shaping memorable wellness tourism experiences: A comparative analysis. Tourism and Hospitality Research, https://doi.org/10.1177/14673584241306368.
Damijanić Težak, A. (2019). Wellness and healthy lifestyle in tourism settings. Tourism Review, 74(4), 978-989. https://doi.org/10.1108/TR-02-2019-0046
Dini, M., & Pencarelli, T. (2022). Wellness tourism and the components of its offer system: a holistic perspective. Tourism Review, 77(2), 394-412. https://doi.org/10.1108/TR-08-2020-0373
Frochot, I. (2005). A benefit segmentation of tourists in rural areas: A scottish perspective. Tourism Management, 26(3), 335-346. https://doi.org/10.1016/j.tourman.2003.11.016
Fuchs, M., Eybl, A., & Höpken, W. (2011). Successfully selling accommodation packages at online auctions–the case of eBay Austria. Tourism Management, 32(5), 1166-1175. https://doi.org/10.1016/j.tourman.2010.10.007
Global Wellness Institute. (2024) Global Wellness Economy Monitor, https://globalwellnessinstitute.org/press-room/press-releases/the-global-wellness-economy-reaches-a-new-peak-of-6-3-trillion-and-is-forecast-to-hit-9-trillion-by-2028/
Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2014). Multivariate data analysis (7th ed.). Pearson Education. DOI: 10.4236/jss.2018.61003
Hall, C. M. (2012). Medical and health tourism: The development and implications of medical mobility. In Medical Tourism (pp. 3-27). Routledge. https://doi.org/10.4324/9780203109458
Hu, L. J., Aw, E. C. X., Cham, T. H., & Nilashi, M. (2025). How do memorable experiences influence wellness tourist satisfaction? Insights from user‐generated content and machine learning. International Journal of Tourism Research, 27(4), e70088. DOI: 10.1002/jtr.70088
Kotler, P., & Keller, K. (2021). Marketing management (15th ed.). Pearson Publishing. ISBN:978-0133856460
Koh, S., Yoo, J. J. E., & Boger, C. A. (2010). Importance‐performance analysis with benefit segmentation of spa goers. International Journal of Contemporary Hospitality Management, 22(5), 718-735. https://doi.org/10.1108/09596111011053828
Koh, S., Yoo, J. J. E., & Boger, C. A. (2010). Importance‐performance analysis with benefit segmentation of spa goers. International Journal of Contemporary Hospitality Management, 22(5), 718-735. https://doi.org/10.1108/09596111011053828
Konu, H. (2010). Identifying potential wellbeing tourism segments in Finland. Tourism Review, 65(2), 41–51. https://doi.org/10.1108/16605371011061615
Masiero, L., Viglia, G., & Nieto-Garcia, M. (2020). Strategic consumer behavior in online hotel booking. Annals of Tourism Research, 83, 102947. https://doi.org/10.1016/j.annals.2020.102947
Masiero, L., Viglia, G., & Nieto-Garcia, M. (2020). Strategic consumer behavior in online hotel booking. Annals of Tourism Research, 83, 102947. https://doi.org/10.1016/j.annals.2020.102947
McKinsey & Company (2023). The Future of Wellness (US)2023 Refresh [Discussion document].https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/future-of-wellness-trends
Mueller, H., & Kaufmann, E. L. (2001). Wellness tourism: Market analysis of a special health tourism segment and implications for the hotel industry. Journal of Vacation Marketing, 7(1), 5-17. DOI: 10.1177/135676670100700101
Oh, H. C., Uysal, M., & Weaver, P. A. (1995). Product bundles and market segments based on travel motivations: A canonical correlation approach. International Journal of Hospitality Management, 14(2),
123- 137. DOI: 10.1016/0278-4319(95)00010-A
Pesonen, J., Laukkanen, T., & Komppula, R. (2011). Benefit segmentation of potential wellbeing tourists. Journal of Vacation Marketing, 17(4), 303-314. DOI: 10.1177/1356766711423322
Petrick, J. F. (2004). Are loyal visitors desired visitors? Tourism Management, 25(4), 463-470. DOI: 10.1016/S0261-5177(03)00116-X
123- 137. DOI: 10.1016/0278-4319(95)00010-A
Pesonen, J., Laukkanen, T., & Komppula, R. (2011). Benefit segmentation of potential wellbeing tourists. Journal of Vacation Marketing, 17(4), 303-314. DOI: 10.1177/1356766711423322
Petrick, J. F. (2004). Are loyal visitors desired visitors? Tourism Management, 25(4), 463-470. DOI: 10.1016/S0261-5177(03)00116-X
Sarigöllü, E., & Huang, R. (2005). Benefits segmentation of visitors to Latin America. Journal of Travel Research, 43(3), 277-293. DOI: 10.1177/0047287504272032
Seabra, C., Dolnicar, S., Abrantes, J. L., & Kastenholz, E. (2013). Heterogeneity in risk and safety perceptions of international tourists. Tourism Management, 36, 502-510. DOI: 10.1016/j.tourman.2012.09.008
Smith, M., & Puczkó, L. (2015). More than a special interest: Defining and determining the demand for health tourism. Tourism Recreation Research, 40(2), 205-219.
Seabra, C., Dolnicar, S., Abrantes, J. L., & Kastenholz, E. (2013). Heterogeneity in risk and safety perceptions of international tourists. Tourism Management, 36, 502-510. DOI: 10.1016/j.tourman.2012.09.008
Smith, M., & Puczkó, L. (2015). More than a special interest: Defining and determining the demand for health tourism. Tourism Recreation Research, 40(2), 205-219.
Težak Damijanić, A., & Šergo, Z. (2013). Determining travel motivations of wellness tourism. Ekonomska Misao I Praksa, 22(1), 3-20.
Weerakit, N., & Tkachuk, A. (2024). Motive based segmentation of the wellness tourism market. International Journal of Spa and Wellness, 7(2), 162-175. DOI: 10.1080/24721735.2024.2327646
Wright, D. W. M., & Zascerinska, S. (2023). Becoming immortal: Future wellness and medical tourism markets. Journal of Tourism Futures, 9(2), 168-195.
Wongkit, M., & McKercher, B. (2013). Toward a typology of medical tourists: A case study of Thailand. Tourism Management, 38, 4-12. DOI: 10.1016/j.tourman.2013.02.003
Voigt, C., Howat, G., & Brown, G. (2010). Hedonic and eudaimonic experiences among wellness tourists: An exploratory enquiry. Annals of Leisure Research, 13(3), 541-562. DOI: 10.1080/11745398.2010.9686862
Weerakit, N., & Tkachuk, A. (2024). Motive based segmentation of the wellness tourism market. International Journal of Spa and Wellness, 7(2), 162-175. DOI: 10.1080/24721735.2024.2327646
Wright, D. W. M., & Zascerinska, S. (2023). Becoming immortal: Future wellness and medical tourism markets. Journal of Tourism Futures, 9(2), 168-195.
Wongkit, M., & McKercher, B. (2013). Toward a typology of medical tourists: A case study of Thailand. Tourism Management, 38, 4-12. DOI: 10.1016/j.tourman.2013.02.003
Voigt, C., Howat, G., & Brown, G. (2010). Hedonic and eudaimonic experiences among wellness tourists: An exploratory enquiry. Annals of Leisure Research, 13(3), 541-562. DOI: 10.1080/11745398.2010.9686862
Zhong, X., & Chan, C. S. (2024). Opportunities, challenges andimplications of medical tourism development in Hong Kong. International Journal of Tourism Research, 26(1), e2615.
Azadkhani, P., Imanfard, A. and Soltani, A. (2020). Investigating the Motivational Factors of Health Tourism in Lake Urmia. Journal of Sustainable Urban & Regional Development Studies (JSURDS), 1(1), 40-54. 22034/jtd.2024.415871.2822 ]In Persian
Bahrainizadeh, M. , Esmaeilpoor, M. and Kabiri Fard, D. (2017). Market segmentation of coastal tourists with The self organizing maps approach. Journal of Business Management, 8(4), 745-770. doi:1010.22059/jibm.2017.61298 ]In Persian [
Ebrahimi, M. and Tayebi Abolhassani, S. A. H. (2019). Segmentation of Inbound Medical Tourism Market of Iran based on Psychological Variables (Case Study: Selected hospitals in Tehran). Tourism Management Studies, 14(47), 97-124. doi: 10.22054/tms.2019.10607
]In Persian [
]In Persian [
Kazeminia, A. (2025). Handbook of situation analysis for health tourism. Mahkameh Publication. ISBN 978-622-5923-62-1 ]In Persian [
Mosavi-guilani, R. , asadi, H. and sajjadi, N. (2012). Segmentation of Iran Sport Tourism Market for Foreign Tourists and a Model of Target Market. Sport Management Journal, 4(12), 37-59. doi: 10.22059/jsm.2012.28601. https://sid.ir/paper/478770/fa ]In Persian [
More than 77 million tourists traveled to Gilan, (1402) IRNA ،https://www.irna.ir/news/85411739
Where is the income of millions of Nowruz tourists in Gilan spent? (1402), The Story of Gilan, https://hekayatgilan.ir/14392
)