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The Generation Y Wellness Traveler: Marketing Implications Nancy M. Hritz, Ph.D. Cara L. Sidman, Ph.D. Michelle D’Abundo, Ph.D . University of North Carolina Wilmington. Introduction ~ Travel for health, fitness or wellness: New trends, but not a new idea. Introduction ~ Generation Y:

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The Generation Y Wellness Traveler:

Marketing Implications

Nancy M. Hritz, Ph.D.

Cara L. Sidman, Ph.D.

Michelle D’Abundo, Ph.D.

University of North Carolina Wilmington


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Introduction ~

Travel for health, fitness or wellness:

New trends, but not a new idea


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  • Introduction ~

  • Generation Y:

  • General characteristics

  • Travel characteristics

  • Gen Y & marketing


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Purpose of the study:

To create a marketing profile of the Generation Y wellness traveler


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Literature Review/background ~

  • Defining wellness tourism:

  • Medical tourism

  • Wellness and six dimensions

  • Travel motivations:

  • Push (internal)

  • Pull (external)


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Method:

Survey instrument:

 Perceived Wellness Survey (PWS)

 Push/pull travel motivation statements (borrowed from Hallab 1999)


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  • Analysis~

  • 315 Generation Y individuals from the southeastern area of the U.S.

  • Exploratory factor analysis (EFA) of push/pull questions for data reduction

  • K-means cluster analysis for marketing profile


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  • Results~

  • Five distinct groups of the Gen Y Wellness Traveler:

  • Escapers (19.42%)

  • After Hours (16.83%)

  • Amenity Seekers (23.95%)

  • Most Unwell (16.18%)

  • Most Well (23.62%)


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Conclusions – what does it all mean?

  • Relationship between push and pull

  • factors

  • Connection between perceived

  • wellness and travel choices

  • Socialization’s importance and non-

  • importance

  • Amenity Seekers


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Thank you~

Questions?