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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
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
wellness hedonisme
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
slide3

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

slide4

Typology of wellness hotels

Mueller & Kaufmann 2001 p.13

slide5

Typology of wellness segments

Mueller & Kaufmann 2001 p.15

wellness segment profile monteson singer 2004
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
adventure tourism
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
adventure tourism8
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
slide9

Play

Insight

Risk

(Gyimóthy & Mykletun 2004)

referencer
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
exam market market communication in tourism
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
7 day assignment evaluation criteria
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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