Determining The Motivation Of Wellness Travelers

Yıl 2019, Cilt: 30 Sayı: 3, 231 - 240, 06.12.2019

Joseph Chen Nina Prebensen T.c. Huan Çevirmen: Tarık Şengel

Öz

This research depicts a new investigative theme pertaining to travel motivation to wellness destinations. Owing to the paucity of definition of such a phenomenon, this study first defines wellness tourism and then launches an empirical study to explore the underlying motlvationai factors. Both qualitative and quantitative techniques are presented. The qualitative method assists the researchers in finding specific attributes alluring the traveiers, while the quantitatlve method profiles the importance ranking of motivations under investigation. The study finds that relaxation, pursing multiple activltles, recreation, and enjoying nature are the top four motlvations. In terms of the ranks of Importance, relaxation is the leading indicator. The research concludes with relevant market implications and suggestions for future research.
Key words: Motivation, Personal health, Wellness, Taiwan.

Anahtar Kelimeler

Motivation, Personal health, Wellness, Taiwan

Sağlıklı Yaşam Seyyah Güdülerinin Belirlenmesi

Öz

Bu araştırma sağlıklı yaşam destinasyonlarına yönelik seyahat güdülerini yeni ve irdeleyici bir yaklaşım ile ortaya koymaktadır. Bu olguya yönelik kavramsal tanımlardaki yetersizlik nedeniyle, bu çalışma, ilkin sağlıklı yaşam turizmini açıklamakta, daha sonra ise bu turizm çeşidine yönelik güdü faktörlerinin esaslarını ampirik bir çalışma yoluyla araştırmaktadır. Çalışma kapsamında hem nitel hem de nicel teknikler kullanılmıştır. Nitel yöntem seyahatçileri cezbeden belirli vasıfların bulunması ve ortaya çıkarılması konusunda araştırmacılara yardımcı olurken, nicel araştırma incelemeye alınan güdülerin önem derecelerini göstermektedir. Araştırma, rahatlama, çoklu aktivite arayışı, rekreasyon ve doğanın tadını çıkarma güdülerini en önemli dört güdü olarak ortaya koymaktadır. Önem derecesine göre ise rahatlama önde gelen gösterge konumundadır. Çalışma, konu ile ilgili pazarlama uygulamaları ve daha sonraki çalışmalara yönelik öneriler ile son bulmaktadır.

Anahtar Kelimeler

Güdü, Kişisel sağlık, Sağlıklı yaşam, Tayvan

Kaynakça

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