Demographics shaping memorable wellness tourism experiences: A comparative analysis

Abstract

This study addresses gaps in literature and empirical research by investigating international wellness tourists in Sri Lanka, segmenting them by memorable wellness tourism experiences (MWTE), and analyzing differences in demographics, travel patterns, and preferred wellness activities among these segments. Data were collected from November 2023 to April 2024 using non-probability convenience sampling, yielding 622 valid responses. SPSS software was employed for data analysis, utilizing factor-cluster methods. The findings revealed three distinct clusters: Professional Authentic Value Wellness Seekers, Holistic Enrichment Wellness Seekers, and Serene Aesthetics Wellness Seekers, each characterized by unique preferences and demographic profiles. Majority of respondents were middle-aged, educated, and employed, predominantly female, and primarily from Europe. Popular wellness activities included Ayurveda, spa treatments, and yoga. Substantial differences in demographics, travel patterns, and wellness activity preferences were identified among the clusters. The study’s originality lies in segmenting Sri Lanka’s international wellness tourists by memorable experiences, revealing new insights into demographics, travel patterns, and preferences. It offers profound insights into an underexplored destination, aiding targeted marketing and strategic development in wellness tourism. Additionally, it advances segmentation theory by integrating memorable experiential dimensions and guiding strategic marketing and product development aligned with these identified segments.

Keywords

Demographic differences market segmentation travel patterns wellness activity choices memorable wellness tourism experiences

Introduction

Tourists increasingly seek health-focused vacations, challenging destinations to innovate and cater to specific market segments (Wendri and Muliati, 2019). According to Wendri and Muliati (2019), contemporary spas offering wellness programs have become popular among health-conscious travelers, emphasizing the need for tailored programs, products, services and activities. Demographic profiling aids in understanding diverse tourist segments, providing insights into wellness tourists (Konu, 2010). Market segmentation in tourist destinations offers benefits such as addressing specific needs, gaining competitive advantage, utilizing targeted communication, and enhancing satisfaction (Dolnicar, 2008). Today, the wellness industry’s growth is driven by heightened health awareness, chronic disease prevalence, preventive healthcare focus, technological advancements, personalized wellness solutions, and global shift towards holistic health practices. However, empirical studies on wellness tourism demographics, behaviors, preferences, and value are scarce, highlighting a research gap (Bočkus et al., 2022; Gan et al., 2023; Voigt et al., 2011; Yao et al., 2023). Understanding wellness tourists’ behaviors and preferences is crucial for aligning services and products to meet their expectations, while maintaining tourists’ attractions towards a wellness destination (Yao et al., 2023).

Tourists prioritize past experiences and memories over the purchased tour when making future travel decisions (Liu et al., 2020), with particularly positive memories holding greater significance in decision-making processes (Zare, 2019). Zhang et al. (2018) have stated that the memorable tourism experiences are more significant than general tourism experiences, since recalled experiences impact future decision-making. Memorable tourism experiences are meaningful events remembered and recalled by tourists, occurring after the event, and stored in long-term memory as significant subjective events in one’s life (H. Kim and Chen, 2019; Sthapit et al., 2018; Tung and Ritchie, 2011). However, a paucity of empirical evidences on market segmentation concerning the elements shaping memorable tourism experiences underscores the need and potential advantages of such segmentation, includes enhancing direct marketing strategies and identifying previously overlooked niche markets (Mgxekwa et al., 2019).

Sri Lanka’s renowned tourism industry is enriched by its promotion of wellness tourism, featuring Ayurveda practices amidst its diverse natural and cultural landscapes, offering an array of wellness experiences complemented by various accommodations and integrated programs (Wayne and Russell, 2020). However, Linser Hospitality GMBH (2020) report highlights that Sri Lanka’s wellness tourism sector is emerging but encounters challenges in attracting tourists, urging further scholarly investigations into tourists’ demographics and preferences due to limited statistical evidence. Moreover, scarcity of prior literature and empirical research on wellness tourism demographics, behaviors, preferences, and values underscores a critical gap (Bočkus et al., 2022; Gan et al., 2023; Voigt et al., 2011; Yao et al., 2023), highlighting the importance of understanding these factors to enhance service alignment and sustain destination appeal (Yao et al., 2023).

Therefore, this paper aims to fill existing literature and empirical gaps by examining the demographics, travel patterns, and preferred wellness activities of international wellness tourists visiting Sri Lanka. Furthermore, the study segments these tourists based on memorable wellness tourism experiences (MWTE) and explore differences among these segments regarding demographics, travel patterns, and wellness activity preferences. Accordingly, specific objectives are to analyze the demographics, travel patterns, and wellness activities of international tourists; to segment the market based on MWTE; to assess differences among segments based on demographics, travel patterns, and preferences; and to characterize distinct cluster profiles based on demographic and travel behavior data. The paper is structured to include an introduction, literature review, methodology, results, discussion, conclusion, theoretical and managerial implications, as well as study limitations and future research directions.

Literature review

Wellness tourism

Wellness tourism, rooted in centuries old practices such as visiting healing hot springs or therapeutic sites like the Dead Sea (Global Wellness Institute (GWI), 2015), has surged in recent years. Wellness, defined as the “pursuit of a healthy and balanced lifestyle” (Bharti, 2015), encompasses physical, mental, emotional, spiritual, social, occupational, and environmental aspects, gaining significance in modern eras. The wellness paradigm is reshaping the travel industry, with wellness tourism poised for rapid expansion as it intersects with tourism and the wellness sector (Global Wellness Institute (GWI), 2018a). The COVID-19 pandemic in 2020 halted travel, prompting reflection on its importance for industry recovery. However, in 2021, there was a shift towards wellness-focused travel, characterized by slower, safer, and more intentional travel patterns (Glusac, 2021).

According to Voigt et al. (2011), wellness tourism involves journeys where people aim to maintain or enhance their health and well-being, staying at facilities designed for physical, psychological, spiritual, and social wellness. It’s a holistic travel approach integrating aspects of physical well-being, beauty, endurance, spiritual consciousness, community relationships, as well as appreciation of nature and mystery (Deesilatham, 2016). Accordingly, the Global Wellness Institute (GWI) (2021) defines Wellness tourism as, “travel associated with the pursuit of maintaining or enhancing one’s personal wellbeing.” Despite current travel challenges, especially due to the pandemic, wellness tourism offers an opportunity to mitigate adverse effects and foster holistic well-being.

Wellness tourism in Sri Lanka

Sri Lanka, renowned for its tourism, promotes wellness tourism specifically with an Ayurvedic twist along with its rich biodiversity, heritage, landscape, and culture. Despite setbacks from the COVID-19 pandemic, the country has seen significant investment and a rise in international visitors (Global Wellness Institute (GWI), 2018b). With a range of accommodations and integrated wellness programs, including Ayurvedic practices, Sri Lanka offers diverse wellness experiences such as native medicines, spiritual healing, Yoga, mindfulness, meditation programs, pilgrimages, well-being, and more (Wayne and Russell, 2020). Identifying its potential, Sri Lanka ranked fourth among the world’s best Wellness Tourism Destinations by the Global Wellness Institute in 2021 (Sri Lanka Tourism, 2021). The National Export Strategy (NES) 2018-2022 identified wellness tourism as one of six pillars to bolster Sri Lanka’s export economy by 2021 (Ministry of Development Strategies and International Trade, 2018).

Sri Lanka’s cultural wellness offerings, Ayurveda, and “Hela Wedakama” indigenous treatments, uniquely blend local features with well-being, attracting wellness tourists (Linser Hospitality GMBH, 2020). Accordingly, Sri Lanka has vast potential to expand wellness tourism across all socioeconomic levels, with particular focus on lifestyle change wellness, detox Ayurveda, yoga light retreats, nature & adventure exploration tours, and wellness vacations (Linser Hospitality GMBH, 2020). However, according to Linser Hospitality GMBH (2020) report, Sri Lanka’s wellness tourism sector is still developing, facing many challenges in both internal and external destination management compared to its main competitors such as India, Bali, and Thailand. The report further highlighted Sri Lanka’s challenge in online visibility compared to similar destinations, hindering efforts to attract wellness tourists. Statistical evidence on wellness tourism inflow to Sri Lanka is limited, yet notable disparities between the current situation and potential opportunities are evident (Linser Hospitality GMBH, 2020). Furthermore, the absence of precise evidence on wellness tourists in Sri Lanka, specifically regarding their demographic diversity, travel patterns, and activity preferences, highlights the necessity for further scholarly investigations.

Memorable wellness tourism experience

Tourism experiences, elevated beyond ordinary customer experiences in complexity and specificity, encompass subjective, intangible, emotionally resonant elements that shape visitor behavior throughout a trip, persisting in memory (Subramaniam et al., 2018). This concept has been extensively studied across various tourism forms, including wellness tourism (Dillette et al., 2021; He et al., 2021; Luo et al., 2018), with a suggestion to expand it to embrace memorable tourism experiences for a more promising and loyal customer base (Tung and Ritchie, 2011). The term “memorability, is integral to tourist experience research, indicating that a positive and memorable experience can strongly influence future behavioral intentions (Hung et al., 2016).

According to Tung and Ritchie (2011), memorable tourism experiences are personally significant recollections that involve the selective reconstruction of events, while Sthapit (2013) suggested they are remembered post-events. J.-H. Kim et al. (2012) and J.-H. Kim (2017) have highlighted their positive recall, whereas H. Kim and Chen (2019) revealed these experiences are highly self-centered and retained in long-term memory as part of one’s life story. Scholars have explored the complexity of memorable tourist experiences and identified various dimensions (J.-H. Kim et al., 2012; J.-H. Kim and Ritchie, 2014), yet there is no universal consensus on what makes one experience more memorable than another (Coelho and Gosling, 2018). Their findings revealed the importance of individual determinants in memorable tourist experiences, highlighting the need to include additional dimensions in studies of memorable tourism experiences, particularly in distinct forms like wellness tourism (Sthapit et al., 2023).

In a competitive market, tourists are drawn to wellness destinations to seek memorable experiences that offer relaxation and stress relief (Keadplang, 2018). According to A. K. Dillette (2016), wellness tourism has a great potential to offer memorable tourism experiences. Pine and Gilmore (1999) stress the importance of organizations creating memorable experiences to enhance consumer spending and competitiveness. Thus, maintaining exceptional service standards in wellness establishments is imperative for fostering interaction and securing long-term tourist loyalty (Dillette, 2016; Dillette et al., 2021). However, there is a lack of research focusing on the specific dimensions contributing to memorable tourism experiences in wellness tourism. Sthapit et al. (2023) identified key antecedents of memorable wellness tourism experiences (MWTE): novelty, co-creation, experiencescape, refreshment, and involvement, suggesting further exploration of additional dimensions for a comprehensive understanding (Dahanayake et al., 2023a). Corroborating their findings, a qualitative investigation exploring the specific dimensions of memorable wellness tourism experiences, unveiled 10 dimensions: professionalism, meaningfulness, environmental aesthetics, refreshment, hedonism, hospitality, involvement, novelty, value for money, and authenticity (Dahanayake et al., 2023b).

Market segmentation and the role of demographics in shaping memorable wellness tourism experiences

Market segmentation in tourism, extensively utilized for profiling tourists, entails critical decisions regarding the selection of suitable criteria and variables for segmentation. Although socio-demographic variables are frequently used to profile different tourist segments, including wellness tourists, they face criticism in academic literature (Damijanic and Ruzic, 2015). Smith (1956) introduced market segmentation as the division of a heterogeneous market into smaller homogeneous markets based on varying product preferences, distinguishing it from product differentiation. Dolnicar (2008) outlines four steps in tourism market segmentation: selecting segmentation criteria, grouping respondents, segment profiling, and evaluating the managerial usefulness of the segments. Segment profiling, as described by Dolnicar (2008), involves identifying diverse personal characteristics among responders within segments, often utilizing bivariate or multivariate statistical methods. Kruger and Saayman (2017) emphasize market segmentation’s role in effectively targeting specific markets, while Kruger (2010) suggests that identifying memorable experience factors through segmentation aids managers in attracting and retaining suitable markets for successful niche product development.

Despite the broad application of market segmentation, especially in targeting wellness tourists, there remains a significant gap in the literature when it comes to segmenting tourists based on their memorable tourism experiences, particularly in wellness tourism (Mgxekwa et al., 2019). Lee and Kim (2023) emphasized that wellness tourism research has largely focused on factors influencing positive behavioral intentions, with little attention given to how different segments exhibit varying behaviors. This lack of segmentation based on memorable experiences in wellness tourism has resulted in a limited understanding of the differences in tourist motivations and behaviors, especially across diverse demographic groups (Bočkus et al., 2022; Gan et al., 2023). This study seeks to fill these gaps by applying market segmentation techniques to analyze how demographic factors shape memorable wellness tourism experiences. By investigating international wellness tourists in Sri Lanka, known for its Ayurveda and diverse landscapes, this research aims to provide a deeper understanding of how different demographic groups engage with wellness offerings. Thus, this study highlights the importance of analyzing behavioral distinctions among market segments based on wellness tourists’ memorable experiences, essential for effectively managing and operating diverse wellness tourism program offerings. The study also explores the underexamined area of wellness tourists’ behaviors and preferences (Yao et al., 2023). By segmenting tourists according to their memorable experiences, this research not only contributes to the theoretical understanding of wellness tourism but also offers practical insights into enhancing service alignment, improving marketing strategies, and sustaining the appeal of wellness destinations.

Methodology

The data collection for this study took place from November 2023 to mid-April 2024. The population of this study is international tourists who had visited registered spa and wellness centers at SLTDA (Sri Lanka Tourism Development Authority) in Sri Lanka for the purpose of wellness tourism over the five preceding years. Since the population size was unknown, the study employed non-probability convenience sampling, a practical and timely approach (Sthapit, 2013) commonly used in quantitative research (Etikan, 2016) to collect primary data. It initially adopted recommended multi-stage sampling techniques; stratified multistage cluster sampling (Lohr, 2021; Saunders et al., 2019) to proportionately gather data from the SLTDA-registered spa and wellness centers. To avoid the convenient sampling credibility issues, international wellness tourists above the age of 18, English-speaking, with wellness experiences within the last 5 years, and those who have visited spa and wellness centers to engage in wellness tourism activities were purposively selected as a recommended technique (Saunders et al., 2019; Wilson, 2019). This was done by qualifying the participants before distributing the questionnaire and also with the assistance of the operators of the spa and wellness centers. Accordingly, a total of 622 valid responses were yielded from the 680 questionnaires distributed for the final data analysis.

An extensive review of the literature and the qualitative study findings (Dahanayake et al., 2023a; 2023b) were used to construct the research instrument for effective use in data collecting for this study. Accordingly, the study indicators of memorable wellness tourism experiences were constructed based on the 10 dimensions specified by Dahanayake et al. (2023b) through the exploratory qualitative study. Accordingly, the data collection tool for this study is a questionnaire encompassing several sections; First section consists of six open-ended and closed-ended questions on respondents’ overall wellness experiences and travel behaviours, including travel frequency, length of stay, whom they travel with, awareness of wellness tourism in Sri Lanka, wellness activities they participated in, and preferred activity/ies.

The second section of the questionnaire consisted of 40 items sought to gather information on respondents’ memorable wellness tourism experiences across 10 dimensions: professionalism, meaningfulness, environmental aesthetics, refreshment, hedonism, hospitality, involvement, novelty, value for money, and authenticity. All statements under this section were assessed using a seven-point Likert Scale, commonly used in surveys to assess respondents’ agreement or disagreement levels (Sthapit, 2013), and preferred for its superior accuracy, ease of use, and ability to reflect respondents’ true opinions compared to the more common five-point scale (Finstad, 2010). Therefore, a seven-point Likert scale is the most appropriate for this study since it seeks to gather honest opinions from wellness tourists on their travel experiences and loyalty toward the destination. The last section encompasses with the demographic characteristics of the respondents including; Gender, age, marital status, country of residence, employment status, annual household income, and education level.

Accordingly, participants were requested to provide their level of agreement concerning each statement: 1 - Strongly disagree, 2 - Disagree, 3 - Somewhat disagree, 4 - Neither agree nor disagree, 5 - Somewhat agree, 6 - Agree, 7 - Strongly agree. The final segment includes eight questions that reveal the demographic profile of the respondents. Gender, age, marital status, country of residence, employment status, annual household income, and education level were assessed using categorical scales. The self-administered questionnaire was developed in English as the majority of the wellness tourists speak English, and the primary data were intended to be gathered from English-speaking wellness tourists to ensure honest feedback. The average participant’s response time to the questionnaire was estimated to be 10 to 15 minutes.

Quantitative data analysis was performed employing SPSS software (version 25) using the factor-cluster method for respondent segmentation, that has been extensively utilized in recent tourism segmentation research (Pavlic and Puh, 2023; Stone and Castillo-Ortiz, 2024; Tsegaw, 2023) including wellness (Lee and Kim, 2023). Numerous statistical techniques were applied to analyze data: descriptive statistics for sample characteristics and cluster profiling, bivariate analysis to investigate cluster differences, and multivariate techniques to identify pivotal factors in memorable wellness tourism experiences and determine varied wellness tourists’ segments. Data accuracy, missing values, and distribution checks were performed on individual items. Missing data patterns were identified using frequency analysis, and imputation technique was applied to estimate missing values based on observed variable values, following recommended approach (Hair et al., 2010, 2017).

Exploratory factor analysis (EFA) was performed using Principal Component Analysis with Varimax rotation and Kaiser Normalization, prioritizing eigenvalues of 1.00 or higher to identify crucial MWTE factors. Moreover, the factor loadings ≥0.50 and communalities ≥0.40 were considered for retaining items (Carpenter, 2018). Internal reliability was measured through Cronbach’s alpha (α) value with the suggested threshold, α ≥ 0.7 (Hair et al., 2018; Y. Kim et al., 2022). Prior to EFA a KMO & Bartlet’s test of sphericity was assessed based on the recommended threshold; Bartlett’s chi-square significance at p ≤ 0.05 and a KMO value of ≥0.60 (Carpenter, 2018). The respondents were grouped according to their agreement levels on various MWTE factors. To determine the number of clusters, the sample was divided, and a recommended hierarchical clustering technique was applied (Contreras and Murtagh, 2015; Oyewole and Thopil, 2023). Using the Ward method with Squared Euclidean Distance, the initial number of clusters was identified. A three-cluster solution was selected, as it showed the largest and most plausible proportionate change. This solution was refined using a non-hierarchical clustering method (k-means) based on the predetermined number of clusters (Contreras and Murtagh, 2015; Oyewole and Thopil, 2023). The validity of the clusters was then assessed using a one-way ANOVA. A chi-square test (χ²) was used to reveal demographic differences among the identified clusters, aiming to uncover patterns in how various demographic factors are distributed across distinct groups. Additionally, each cluster segment was cross-tabulated with respondents’ demographic and travel behavior data to deepen our insights into their profiles.

Results

Demographic characteristics

The demographic profile of the study respondents (n = 622) shown in Table 1 below, indicates a diverse and well-distributed sample. The majority are female (64.6%) and predominantly fall within the 26-65 age range (84.1%). A significant proportion are married (60.3%), and the respondents come from various countries, with notable groups from Germany (21.5%), the United Kingdom (14.3%), and a substantial “Other” category representing countries from Europe, Asia, North America, Africa, and Oceania (44.2%). Employment status is largely full-time (61.3%), with smaller segments self-employed (12.2%) or retired (18.6%). Income distribution shows nearly half earnings above $50,001 annually (49.7%). Education levels are varied, with a significant number holding college/university degrees (31.2%) or postgraduate degrees (25.7%). Overall, the data reflects a varied sample with a substantial representation of age group ranging from adults to old-adults, employed, and educated individuals from diverse geographic locations.

Table 1.

Demographic profile of study respondents (n = 622).

Variables	Category	F (%)	Variables	Category	F (%)
Gender	Male	220 (35.4)	Employment status	Full time employed	381 (61.3)
Gender	Female	402 (64.6)		Part time employed	32 (5.1)
Age	18-25	34 (5.5)		Unemployed	2 (0.3)
	26-35	126 (20.3)		Self-employed	76 (12.2)
	36-45	153 (24.6)		Student	15 (2.4)
	46-55	124 (19.9)		Retired	116 (18.6)
	56-65	120 (19.3)	Annual household income (USD)	Below 10,000	31 (5)
	Over 65	65 (10.5)		10,000-20,000	28 (4.5)
Marital status	Married	375 (60.3)		20,001-30,000	49 (7.9)
	Single (never married)	126 (20.3)		30,001-40,000	84 (13.5)
	Living with partner	67 (10.8)		40,001-50,000	121 (19.5)
	Divorced	27 (4.3)		Above 50,001	309 (49.7)
	Separated	7 (1.1)	Education level	High school graduate or less	129 (20.7)
	Widowed	20 (3.2)		College/University graduate	194 (31.2)
Country of residence	Germany	134 (21.5)		Professional qualification	77 (12.4)
	United Kingdom	89 (14.3)		Postgraduate degree	160 (25.7)
	United States of America	73 (11.7)		Doctoral degree	33 (5.3)
	Australia	53 (8.5)		Other	29 (4.7)
	Other	273 (44.2)		Other	29 (4.7)

Note: F (Frequencies).

Source: Survey data 2023/2024.

Travel patterns

The Table 2 below depicts the travel patterns of the respondents revealing diverse behaviors. The majority of respondents (50%), fall into the “Other” category for visit frequencies, including diverse intervals like once every 3 years or more, first-time visits, every other year, recent visits, and intervals of two to 10 years between visits. Meanwhile, 31.2% of respondents visit the destination once a year. Length of stay is predominantly between 8 and 14 days (40.4%), with a notable portion staying for 15 days to a month (28.3%). Travel companionship varies, with the most common being with a spouse or partner (34.9%), and 27% traveling alone. Information about wellness is primarily sourced from friends, relatives, and acquaintances (33.1%) and online sources (26.7%). These insights suggest that the destination attracts a mix of solo and partnered travelers who stay for extended periods and rely on personal networks and online resources for wellness information.

Table 2.

Respondents’ travel patterns (n = 622).

Variables	Category	F (%)	Variables	Category	F (%)
Frequency of visit	Once a year	194 (31.2)	Length of stay	1-2 days	19 (3.1)
	2-3 times a year	43 (6.9)		3-4 days	28 (4.5)
	4-5 times a year	9 (1.4)		5-7 days	73 (11.7)
	More than 5 times a year	6 (1)		8-14 days	251 (40.4)
	Once in 2 years	59 (9.5)		15 days – 1 month	176 (28.3)
	Other	311 (50)		More than a month	75 (12.1)
Travel partner	Alone	168 (27)	Source of wellness information	Online sources	166 (26.7)
	Spouse/Partner	217 (34.9)		Friends, relatives and acquaintances	206 (33.1)
	Family with children	115 (18.5)		Guide	71 (11.4)
	Friends	67 (10.8)		Travel company	74 (11.9)
	Acquaintance	2 (0.3)		Word of mouth	21 (3.4)
	Strangers (organized tour)	53 (8.5)		Hotel advertisement	38 (6.1)
	Strangers (organized tour)	53 (8.5)		Not responded	46 (7.4)

Note: F (Frequencies).

Source: Survey data 2023/2024.

Wellness activities: participation and preferences

The data from Table 3 illustrates participation and preferences of varied wellness activities among respondents. Ayurveda emerges as the most participated-in activity, with 66.7% of respondents engaging in it, followed closely by spa treatments (60.6%) and yoga (43.6%). Preferences align closely with participation, indicating Ayurveda as the most preferable activity (26.4%), followed by spa treatments (22.7%). Additionally, combinations of Ayurveda with other activities like yoga, meditation, eco-adventure pursuits, and so on, are also popular choices, indicating a desire for holistic wellness experiences integrating physical, mental, and spiritual aspects. Interestingly, niche interests such as sound healing, Reiki healing, Indigenous medical treatments, and spiritual exploration were noted under “Any Other,” reflecting a diverse spectrum of wellness preferences beyond mainstream activities. This suggests a growing interest in holistic and alternative wellness practices among the surveyed population.

Table 3.

Wellness activity participation and preferences (n = 622).

Variables	Category	F (%)	Variables	Category	F (%)
Wellness activities participate	Ayurveda	415 (66.7)	Most preferable wellness activity	Ayurveda	164 (26.4)
	Spa	377 (60.6)		Spa	141 (22.7)
	Yoga	271 (43.6)		Ayurveda and yoga	36 (5.8)
	Beauty treatment	111 (17.8)		Ayurveda, yoga, and meditation	32 (5.1)
	Meditation	156 (25.1)		Ayurveda and spa	31 (5)
	Health condition management	77 (12.4)		Yoga	29 (4.7)
	Nutritional and detox programs	64 (10.3)		Eco and adventure	29 (4.7)
	Cuisine	156 (25.1)		Ayurveda and eco & adventure	22 (3.5)
	Personal growth	59 (9.5)		Spa and yoga	21 (3.4)
	Eco and adventure	224 (36)		Beauty treatment	11 (1.8)
	Sports and fitness	30 (4.8)		Meditation	10 (1.6)
	Other entertainment	66 (10.6)		Ayurveda, spa, yoga, and meditation	9 (1.4)
	Any other	19 (3.1)		Other	87 (14.3)

Note: F (Frequencies).

Source: Survey data 2023/2024.

Market segmentation based on memorable wellness tourism experiences

According to Dolnicar (2008), the first step in tourism market segmentation is to select segmentation criteria. In this study, the segmenting criterion is based on tourists’ memorable wellness experiences. The MWTE factors were identified through a qualitative study conducted by Dahanayake et al. (2023b), revealing 10 MWTE dimensions: professionalism, meaningfulness, environmental aesthetics, refreshment, hedonism, hospitality, involvement, novelty, value for money, and authenticity, each supported by 40 corresponding indicators. Accordingly, an exploratory factor analysis was conducted initially using SPSS (version 25) to refine the preliminary items of memorable wellness tourism experiences and to verify their suitability. Prior to perform exploratory factor analysis, the sample adequacy and significance of variable correlations were measured. Accordingly, Table 4 demonstrates strong suitability for factor analysis of memorable wellness tourism experiences, indicated by a high KMO measure (0.965) and significant Bartlett’s Test results (Chi-Square = 24,940.198, df = 741, p < 0.001). The outcomes of the EFA are presented in Table 5 below.

Table 4.

KMO and Bartlett’s test; memorable wellness tourism experiences.

Kaiser-meyer-olkin Measure of Sampling Adequacy		.965
Bartlett’s test of sphericity	Approx. Chi-square	24,940.198
	df	741
	Sig	.000

Note: Thresholds considered; KMO value of ≥0.60, Bartlett’s chi-square significance at p ≤ 0.05.

Source: Survey data 2023/2024.

Table 5.

Factor analysis; memorable wellness tourism experiences.

Dimensions and Indicators	Factor Loading	Eigenvalue	Variance Explained (%)	Cronbach’s alpha (α)
Professionalism		7.155	18.35	0.946
Empathy	0.664
Well trained practitioner	0.731
Knowledgeability of practitioners	0.760
Experienced practitioners	0.756
Thoroughness with process	0.792
Preparedness	0.754
Explain the process	0.634
Methodical process	0.686
Maintain hygiene and cleanliness	0.511
Maintain privacy	0.555
Meaningfulness		3.595	9.22	0.929
Important	0.638
Intimate	0.663
Self-development	0.690
Environmental aesthetics		4.164	10.68	0.883
Ambience	0.754
Naturalness	0.804
Cleanliness of environment	0.748
Vividness of environment	0.793
Peaceful environment	0.652
Refreshment, hedonism, & hospitality		5.707	14.64	0.951
Relaxing	0.670
Soothing	0.659
Stress less	0.536
Invigorating	0.512
Pleasure	0.656
Impressive	0.510
Enjoyment	0.635
Friendly people	0.677
Welcomeness	0.654
Involvement & novelty		4.725	12.12	0.935
Participating interest	0.593
Physical involvement	0.630
Emotional involvement	0.600
Different experience	0.706
Unique experience	0.680
Novel experience	0.693
Value for money & authenticity		3.526	9.04	0.889
Affordable	0.538
Worth the money	0.537
Competitive rates	0.534
Authentic treatments	0.634
Authentic cuisine	0.741
Unpretentious experience	0.639
Total variance explained			74.03

Note: Extraction Method: Principal Component Analysis, Rotation Method: Varimax with Kaiser Normalization, Rotation converged in eight iterations, Thresholds considered; Eigenvalues (≥1), Communalities (≥0.40), Factor Loadings (≥0.50), α ≥ 0.7.

Source: Survey data 2023/2024.

The factor analysis of memorable wellness tourism experiences, depicted under Table 5, revealed six distinct dimensions contributing to overall wellness experiences, explaining a total variance of 74.03%. The dimension of “Professionalism,” with the highest eigenvalue of 7.155 and explaining 18.35% of the variance, highlights the critical importance of well-trained, knowledgeable, and empathetic practitioners, emphasizing process thoroughness and hygiene. “Environmental Aesthetics,” explaining 10.68% of the variance, underscores the significance of a naturally vivid, clean, and peaceful environment in enhancing the tourist experience. The “Refreshment, Hedonism, & Hospitality” dimension, explaining 14.64% of the variance, points to the essential role of relaxation, pleasure, and welcoming interactions in wellness tourism. “Involvement & Novelty,” accounting for 12.12% of the variance, stresses the value of unique and emotionally engaging experiences. “Meaningfulness” (9.22%) on the other hand reflects the importance of intimate and self-developmental aspects, while “Value for Money & Authenticity” (9.04%) highlights the need for affordable, authentic, and unpretentious experiences. Each dimension shows high internal consistency with Cronbach’s alpha values (ranging from 0.883 to 0.951) exceeding the threshold of α ≥ 0.7, indicating reliable scales. These insights provide a comprehensive understanding of the multifaceted nature of memorable wellness tourism experiences.

Next, a cluster analysis was conducted to segment wellness tourist markets based on the MWTE criteria. Initially, a hierarchical cluster analysis was performed to identify an appropriate number of clusters for market segmentation (Contreras and Murtagh, 2015; Oyewole and Thopil, 2023). This was followed by a K-means cluster analysis to determine the optimal number of final clusters. Based on the dendrogram analysis, following expert deliberation, the decision was made to classify the wellness tourism market into three distinct groups. Consequently, a K-means cluster analysis was conducted, resulting in the identification of three distinct clusters based on significant differences found in all MWTE factors through one-way ANOVA (F-value, p = 0.000). Expert consultation and detailed cluster analysis led to the classification of clusters as follows: Cluster 1 - Professional Authentic Value Wellness Seekers; Cluster 2 - Holistic Enrichment Wellness Seekers; Cluster 3 - Serene Aesthetics Wellness Seekers. Detailed findings are outlined in Table 6.

Table 6.

Outcomes of cluster analysis.

MWTE Factors	Cluster 1	Cluster 2	Cluster 3	F	Sig
	Professional Authentic Value Wellness Seekers	Holistic Enrichment Wellness Seekers	Serene Aesthetics Wellness Seekers
	n = 114 (18%)	n = 240 (39%)	n = 268 (43%)
Professionalism	5.60	6.54	5.83	460.27	0.000
Meaningfulness	5.07	6.75	5.80	698.966	0.000
Environmental aesthetics	4.58	6.61	6.04	155.687	0.000
Refreshment, hedonism, & hospitality	4.67	6.85	6.08	901.607	0.000
Involvement & novelty	4.57	6.71	5.80	861.463	0.000
Value for money & authenticity	5.10	6.59	5.84	542.513	0.000

Note: Mean values computed based on seven-point Likert scale (1 – Strongly Disagree to 7 – Strongly Agree), Sig. (p ≤ 0.05).

Source: Survey data 2023/2024.

The cluster analysis uncovers distinct profiles among wellness experience seekers based on their memorable wellness tourism experiences, exhibiting notable differences across several MWTE factors. Accordingly;

Cluster 1: Professional Authentic Value Wellness Seekers

Cluster 1, comprising 18% of the sample, is characterized by moderate to high scores across all factors measured. Individuals in this cluster prioritize professionalism, value for money, and authenticity. They seek wellness experiences that are not only professionally delivered but also resonate deeply with their personal values and authenticity. This cluster values environments that are aesthetically pleasing but also emphasize the importance of genuine, meaningful experiences. The significantly high scores across all factors suggest that members of this cluster are discerning consumers who prioritize both the quality and the intrinsic value of the wellness experiences they seek.

Cluster 2: Holistic Enrichment Wellness Seekers

Cluster two represents the largest group, comprising 39% of the sample. This cluster demonstrates exceptionally high scores across all factors, particularly in meaningfulness, environmental aesthetics, refreshment, hedonism, and involvement in novelty. Individuals in this cluster are holistic in their approach to wellness, valuing enrichment across various dimensions of their experiences. They seek environments that not only offer aesthetic appeal and hedonistic pleasures but also provide deep, meaningful engagement and novel experiences. The term “holistic enrichment” aptly describes their multifaceted approach to wellness, emphasizing both sensory pleasure and intellectual or emotional enrichment.

Cluster 3: Serene Aesthetics Wellness Seekers

Cluster 3, accounting for 43% of the sample, focuses primarily on serene aesthetics and wellness. Members of this cluster show high scores in Refreshment, Hedonism, & Hospitality and the environmental aesthetics, emphasizing their inclination towards tranquil and visually appealing environments. They prioritize environments that are serene and aesthetically pleasing, where the ambiance and visual appeal contribute significantly to their wellness experiences. While they value professionalism and authenticity to a lesser extent compared to Cluster 1, their emphasis on serene aesthetics suggests a preference for tranquil, visually appealing settings that promote relaxation and a sense of calm.

Overall, the cluster names effectively capture the essence of each group’s preferences and priorities based on the factors analyzed. Cluster one seeks professionalism and authenticity alongside wellness, Cluster two pursues holistic enrichment across various dimensions, and Cluster three prioritizes serene aesthetics in their wellness experiences.

Segment differences and cluster profiles in wellness travel

Table 7 below presents a detailed comparison of demographic characteristics, travel patterns, and preferred wellness activities among three distinct segments of wellness travelers: Professional Authentic Value Wellness Seekers, Holistic Enrichment Wellness Seekers, and Serene Aesthetics Wellness Seekers. The table aims to reveal demographic differences and cluster profiles based on these variables.

Table 7.

Demographic characteristics, travel patterns, and preferred wellness activities across different wellness traveler segments.

Variable	Characteristics	Clusters			chi-square (χ²)	Sig
		Professional Authentic Value Wellness Seekers	Holistic Enrichment Wellness Seekers	Serene Aesthetics Wellness Seekers
		(n = 114)	(n = 240)	(n = 268)
Demographics	Gender	Male (58)	Female (170)	Female (176)	16.160^a	0.000
	Age range	56-65 (36)	26-35 (62)	36-45 (76)	36.340^a	0.000
	Marital status	Married (60)	Married (157)	Married (158)	24.281^a	0.007
	Country of residence (top 3 countries)	USA (31), Germany (29), UK (15)	Germany (46), UK (40), Australia (22)	Germany (59), UK (34), USA (32)	116.370^a	0.023
	Employment status	Full time employed (67)	Full time employed (149)	Full time employed (165)	29.733^a	0.001
	Annual household income (USD)	Above 50,001 (73)	Above 50,001 (112)	Above 50,001 (124)	19.270^a	0.037
	Education level	Postgraduate degree (34), college/University graduate (32)	College/University graduate (68), postgraduate degree (61)	College/University graduate (94), postgraduate degree (65)	36.329^a	0.000
Travel patterns	Frequency of visit	Once a year (29), other (72)	Once a year (74), other (107)	Once a year (91), other (132)	21.532^a	0.018
	Travel partner	Spouse/Partner (47), alone (44), family with children (13)	Spouse/Partner (79), alone (59), family with children (49)	Spouse/Partner (91), alone (65), family with children (53)	27.274^a	0.002
	Length of stay	8 -14 days (69), 15 days – 1 month (27)	8 -14 days (75), 15 days – 1 month (60)	8 -14 days (107), 15 days – 1 month (89)	52.650^a	0.000
	Source of wellness information	Online sources (33), friends, relatives and acquaintances (28)	Friends, relatives and acquaintances (83), online sources (61)	Friends, relatives and acquaintances (95), online sources (72)	26.992^a	0.008
Wellness activities	Most preferred wellness activities (at least 5% of total respondents within the cluster)	Ayurveda (32), spa (27), ayurveda & yoga (12), yoga (07)	Ayurveda (62), spa (51), ayurveda & spa (15), eco and adventure (14), ayurveda, yoga, & meditation (14)	Ayurveda (70), spa (63), ayurveda & yoga (15), ayurveda, yoga, & meditation (15), yoga (14)	84.315^a	0.470

Note: Sig. (p ≤ 0.05).

Source: Survey data 2023/2024.

Accordingly, Professional Authentic Value Wellness Seekers are predominantly male and older, with a significant proportion aged 56-65, and many reside in the USA, Germany, and the UK. They tend to be full-time employed, have higher incomes, and possess postgraduate degrees. Their travel frequency is varied, with many visiting once a year or at other intervals, often accompanied by a spouse or partner. Their stays typically last between 8 and 14 days, and they primarily gather wellness information online or through acquaintances. Their favored activities include Ayurveda and spa treatments. In contrast, Holistic Enrichment Wellness Seekers are younger, with the majority aged 26-35, and predominantly female. This group is largely based in Germany, the UK, and Australia, with a high number married and full-time employed. They share a preference for annual visits and extended stays of up to a month, often traveling with a spouse or partner. Friends and relatives are their main sources of wellness information. Their wellness activities are diverse, including Ayurveda, spa treatments, eco and adventure activities, and a combination of Ayurveda, yoga, and meditation. Serene Aesthetics Wellness Seekers, mostly represents females aged 36-45, have similar demographic traits to Holistic Enrichment Seekers, with notable numbers residing in Germany, the UK, and the USA. They also exhibit high marriage and full-time employment rates, favoring longer stays and traveling with partners or alone. They rely on personal networks for wellness information and prefer Ayurveda, spa treatments, and various combinations of yoga and meditation.

Despite the demographic and preference differences, several common features were observed among all three wellness traveler segments. Each group predominantly consists of full-time employed and married individuals, with annual household incomes above $50,001 and high levels of education. They typically visit wellness destinations once a year, staying for 8-14 days or up to a month, and often travel with spouses, partners, or alone. They rely on personal networks and online sources for wellness information. Across all segments, Ayurveda and spa treatments are the most preferred activities, along with combinations of Ayurveda, yoga, and meditation, reflecting a shared interest in holistic and traditional wellness practices. Moreover, the outcomes reveal significant differences among clusters of wellness travelers across key demographic and travel pattern variables.

Accordingly, gender distribution varies significantly (χ² = 16.160, p = 0.000) among the three clusters, reflecting distinct gender differences within these segments. Age ranges (χ² = 36.340, p = 0.000) and marital status (χ² = 24.281, p = 0.007) on the other hand highlight diverse life stages and relationship statuses among travelers. Country of residence (χ² = 116.370, p = 0.023) indicates pronounced geographic preferences, influencing travel behaviors. Differences in employment status (χ² = 29.733, p = 0.001), annual household income (χ² = 19.270, p = 0.037), and education level (χ² = 36.329, p = 0.000) underscore varying socioeconomic profiles and educational backgrounds. Travel patterns such as frequency of visits (χ² = 21.532, p = 0.018), choice of travel partners (χ² = 27.274, p = 0.002), and length of stay (χ² = 52.650, p = 0.000) also differ significantly, reflecting distinct travel preferences. Moreover, differences in the source of wellness information (χ² = 26.992, p = 0.008) suggest diverse influences on decision-making related to wellness activities. These insights underscore the diverse nature of wellness travelers and emphasize the need for tailored approaches to meet the specific preferences and needs within the wellness tourism market.

Discussion and implications

This section presents a discussion of the study’s findings, aligning them with the research objectives and exploring their theoretical and managerial implications. Accordingly, in achieving the first objective of analyzing tourists’ demographics, travel patterns, and preferred wellness activities, the study uncovered a diverse profile featuring predominantly middle-aged, educated, and employed individuals, with a notable majority being female consistent with prior research findings (Težak Damijanić, 2020; Valentine, 2016; Wendri and Muliati, 2019). They come from various countries, with notable groups from Germany and the UK, highlighting the broad interest in wellness tourism across Europe (Težak Damijanić, 2020). The majority being married and having incomes above $50,001 annually suggests a demographic with established personal and financial stability, potentially fostering a strong interest in and investment in wellness tourism experiences, as supported by prior similar studies (Lee and Kim, 2023; Težak Damijanić, 2020; Wangzhou, 2022).

Travel patterns show varied visit frequencies and lengths of stay, often with spouses or partners, aligning with similar research findings Travel patterns, frequently involving spouses or partners, show varied visit frequencies and lengths of stay, aligning well with Deesilatham’s (2016) findings. Moreover, there is a notable reliance on personal networks and online sources for obtaining wellness information. Wellness activities such as Ayurveda, spa treatments, and yoga are popular, indicating a preference for holistic health practices. The data suggests a broad interest in alternative wellness modalities beyond mainstream options, reflecting a culturally and economically diverse population engaged in holistic health pursuits. This notion has been bestowed by prior studies, stating that wellness tourism is a holistic concept, including physical, psychological, spiritual, and social aspects, covering a wide range of experiences and activities within various wellness facilities (Deesilatham, 2016; Dillette et al., 2021; Valentine, 2016; Wangzhou, 2022; Wendri and Muliati, 2019).

In achieving the second specific objective, segment the market based on memorable wellness tourism experiences (MWTE), the study identified three distinct clusters: Cluster 1 as Professional Authentic Value Wellness Seekers; Cluster 2 as Holistic Enrichment Wellness Seekers; and Cluster 3 as Serene Aesthetics Wellness Seekers. Each cluster’s preferences highlight distinct priorities in the wellness. Cluster 1, making up 18% of the sample, seeks professionalism, value for money and authenticity in wellness experiences. According to Manhas et al. (2020), professionalism is likely to lead to higher demand for wellness and spa tourism. Moreover, Valentine (2016) suggests that authentic destination-specific practices boost repeat visitation, prompting greater emphasis on providing authentic wellness products in destinations such as Bali (Irma et al., 2021). Corroborating this, Deesilatham (2016) highlights that Asian wellness destinations attract health-conscious tourists, especially from the West, with authentic indigenous treatments and high-quality services featuring traditional treatments at lower costs. This strategy, supported by authentic design, architecture, and experienced staff, enhances their competitive edge in the Thai wellness market.

Cluster 2, the largest group at 39%, seeks holistic enrichment through meaningfulness, environmental aesthetics, refreshment, hedonism, hospitality, involvement in novelty, and value for money and authenticity. These preferences indicate a holistic approach to wellness tourism, where they seek enriched experiences that encompass sensory pleasure, intellectual engagement, and emotional fulfillment. The high scores suggest that members of this cluster are tourists who value comprehensive and multifaceted wellness experiences. The holistic approach in wellness tourism has been extensively discussed and acknowledged in prior scholarly literature (Deesilatham, 2016; Dillette et al., 2021; Valentine, 2016; Wangzhou, 2022; Wendri and Muliati, 2019). Cluster 3, on the other hand (43%), prioritizes environmental aesthetics and refreshment, hedonism, and hospitality for their wellness pursuits. Their preference for serene aesthetics reflects a desire for tranquil settings that promote relaxation and calm. This cluster values wellness experiences that prioritize ambiance and aesthetic appeal, aligning with their desire for rejuvenation and serenity in wellness tourism. Lee and Kim (2023) researched the segmentation of wellness tourism markets based on motivations, noting that “nature friendly” was prominent across all groups, while “relaxation,” including hedonism as an indicator, scored significantly higher than other motivators on average. Moreover, Gan et al. (2023) found that attractions with wellness features, spiritual rejuvenation in natural landscapes, and the hospitality of friends at the destination motivate wellness travelers to visit wellness destinations and enhance relationships with fellow travelers.

Finally, the segments differences based on demographics, travel patterns, and wellness activity preferences were assessed while identifying distinct cluster profiles using demographic and travel behavior data. Accordingly, Professional Authentic Value Wellness Seekers are mostly older males (56-65), with high incomes and postgraduate degrees, predominantly from the USA, Germany, and the UK. They travel annually or less frequently, often with a spouse, staying 8-14 days, and favor Ayurveda and spa treatments. Comparable findings have been documented in prior literature regarding gender distribution, income levels, educational qualifications, and notably, the age group outlined in cluster 1 (Deesilatham, 2016; Wangzhou, 2022). On the other hand, Holistic Enrichment Wellness Seekers, the largest cluster, are younger females (26-35), mainly from Germany, the UK, and Australia, married, and employed full-time. They prefer annual or longer stays up to a month, traveling with a spouse, and enjoy diverse wellness activities including Ayurveda, yoga, and adventure. According to Dillette et al. (2021), travelers seek holistic wellness, evaluating their experiences based on their impact on overall well-being. In supporting the holistic wellness approach, Wendri and Muliati’s (2019) study revealed that wellness tourists favor a variety of products and services that fulfill their needs and provide comfort. This study’s participants closely aligned with Cluster two profile characteristics: primarily well-educated young women aged 21-30 from Australia and Germany.

Additionally, Serene Aesthetics Wellness Seekers are females aged 36-45, residing in Germany, the UK, and the USA. They exhibit high marriage and employment rates, favoring longer stays, traveling with partners or alone, and rely on personal networks for wellness information, preferring Ayurveda, yoga, and spa treatments. Comparable studies have observed demographic profiles closely aligned with tourists in Cluster 3, who prioritize serene settings promoting relaxation and calm, and value wellness experiences emphasizing ambiance and aesthetic appeal (Gan et al., 2023; Lee and Kim, 2023). Common traits among all groups include being full-time employed, married, well-educated, with incomes above $50,001, traveling annually, and preferring Ayurveda and spa treatments. Significant differences in gender, age, marital status, residence, employment, income, education, travel frequency, companionship, length of stay, and sources of wellness information have been evidenced in comparable studies (Dillette et al., 2021; Lee and Kim, 2023; Manhas et al., 2020; Wangzhou, 2022).

The theoretical and managerial implications of this study provide a comprehensive framework for advancing understanding, strategy development, and operational practices within the dynamic field of wellness tourism. This study significantly advances segmentation theory within the field of wellness tourism by demonstrating effective segmentation based on memorable wellness tourism experiences (MWTE), moving beyond traditional demographic categories to include experiential and psychographic dimensions. By identifying distinct clusters such as Professional Authentic Value Wellness Seekers, Holistic Enrichment Wellness Seekers, and Serene Aesthetics Wellness Seekers, the research underscores the relevance of experiential marketing theories in crafting unique and resonant experiences tailored to specific consumer preferences and motivations. Moreover, the study provides deep insights into consumer behavior by analyzing demographic profiles, travel patterns, and preferences for wellness activities across different clusters. These insights not only enhance our understanding of consumer behavior in wellness tourism but also offer a foundation for future studies exploring the evolution of consumer motivations and preferences in diverse cultural contexts.

The findings of this study offer several actionable insights for managers in the wellness tourism industry. Firstly, leveraging the segmentation findings allows for the development of targeted marketing strategies tailored to the preferences of each cluster, that is emphasizing professionalism, authenticity and value for money for Professional Authentic Value Wellness Seekers, promoting holistic wellness experiences for Holistic Enrichment Wellness Seekers, and so on. Secondly, there are opportunities for product development and enhancement aligned with consumer preferences, such as enhancing environmental aesthetics, diversifying wellness activities, and providing personalized hospitality experiences. Understanding the competitive landscape within wellness tourism segments enables effective differentiation strategies, focusing on unique selling propositions that appeal to target clusters, that is serene environments for Serene Aesthetics Wellness Seekers. Additionally, exploring partnerships with local businesses, wellness practitioners, and digital platforms can enhance the delivery of personalized wellness experiences that resonate with each cluster’s preferences. Lastly, optimizing digital and social media strategies can effectively reach and engage with wellness tourists, leveraging platforms to share authentic content that aligns with their values and interests, thereby fostering deeper connections and encouraging repeat visits. Accordingly, by embracing consumer segmentation based on MWTE and aligning strategies accordingly, stakeholders can enhance visitor satisfaction, destination competitiveness, and economic sustainability in the wellness tourism sector.

Conclusion

This study aims to segment international wellness tourists visiting Sri Lanka based on their memorable wellness tourism experiences (MWTE) and to explore differences in demographics, travel patterns, and wellness activity preferences among these segments. Specifically, it seeks to analyze the demographics, travel patterns, and preferred wellness activities of these tourists; segment the market based on MWTE; assess differences among segments; and characterize distinct cluster profiles using demographic and travel behavior data. This research addresses critical gaps in the existing literature and empirical studies by exploring how memorable wellness tourism experiences influence tourists’ decision-making processes, with a particular focus on demographic factors, travel behaviors, and preferences, areas that have been largely underexplored in prior studies (Bočkus et al., 2022; Gan et al., 2023; Voigt et al., 2011). By employing market segmentation techniques, this study enhances both the theoretical understanding of wellness tourism and offers practical insights for effectively targeting and engaging different tourist segments.

The findings highlight three distinct segments of wellness tourists; Professional Authentic Value Wellness Seekers, Holistic Enrichment Wellness Seekers, and Serene Aesthetics Wellness Seekers, each with unique preferences and motivations. By moving beyond traditional demographic segmentation, this study integrates experiential and psychographic factors, offering valuable insights into consumer behavior in wellness tourism. From a theoretical perspective, the research extends segmentation theory by introducing MWTE as a central factor in market segmentation, allowing for more precise targeting based on tourists’ experiences rather than merely demographic variables. This provides a more nuanced understanding of consumer behavior and can inform future studies on wellness tourism. Practically, the study offers actionable insights for destination managers, such as developing targeted marketing strategies, enhancing wellness offerings, and fostering collaborations with local businesses and digital platforms. These strategies can help improve tourists’ satisfaction, differentiate offerings, and contribute to the sustainability and economic growth of wellness tourism destinations. The findings not only advance theoretical understanding but also provide practical guidance for the wellness tourism industry, promoting effective strategies for segmentation, marketing, and sustainable development.

Study limitations and future research directions

This study provides insights into segmenting international wellness tourists in Sri Lanka based on their memorable wellness tourism experiences (MWTE). However, the study acknowledges certain limitations that open avenues for future research to explore further. Moreover, the data collection period from November 2023 to mid-April 2024 offered a snapshot of tourist experiences during this timeframe. However, it is essential to acknowledge that temporal fluctuations in tourism patterns across different seasons throughout the year may not have been fully represented. Additionally, the study was conducted exclusively in Sri Lanka, suggesting that findings may vary in different geographical locations. Future research in wellness tourism can build upon the findings of this study in Sri Lanka by exploring several promising avenues. Firstly, conducting cross-cultural validation studies across different countries or regions would help validate the identified clusters of wellness tourists and uncover potential cultural variations in preferences and behaviors. Longitudinal studies are also recommended to track how memorable wellness tourism experiences evolve over time and influence repeat visitation patterns. Additionally, investigating seasonal variations in wellness tourism and adapting operational strategies accordingly could provide valuable insights into optimizing destination management. Methodologically, enhancing rigor through probabilistic sampling methods and qualitative approaches could yield more representative and nuanced findings.

Supplemental Material

Supplemental Material - Demographics shaping memorable wellness tourism experiences: A comparative analysis

Supplemental Material for Demographics shaping memorable wellness tourism experiences: A comparative analysis by Shakila Dahanayake, Bandara Wanninayake and Ruwan Ranasinghe in Tourism and Hospitality Research

Footnotes

Declaration of Conflicting Interests

The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Funding

The author(s) received no financial support for the research, authorship, and/or publication of this article.

ORCID iD

Shakila Dahanayake

Supplemental Material

Supplemental material for this article is available online.

Author Biographies

Shakila Dahanayake (shayon78@gmail.com/snsdahanayake@mgt.rjt.ac.lk) is a senior lecturer, Department of Tourism & Hospitality Management, Faculty of Management Studies, Rajarata University of Sri Lanka, Mihintale, Sri Lanka and a PhD student in Tourism Management - University of Kelaniya, Sri Lanka. Her research interests are Tourism and Hospitality Marketing, Tourism and Hospitality Education, and Wellness Tourism.

Bandara Wanninayake (bandara@kln.ac.lk) is a Professor in Marketing attached to the Department of Marketing Management / Dean, Faculty of Commerce and Management Studies, University of Kelaniya. PhD in Tomas Bata University, Czech Republic. His research interests and expertise are; Customer Satisfaction, Consumer Behaviour, Retail, Marketing Management, Strategic Marketing, Services Marketing, Branding, and Customer Relationship Management.

Ruwan Ranasinghe (ruwan@uwu.ac.lk) is a Professor in Tourism attached to the Department of Tourism Studies / Dean, Faculty of Management, Uva Wellassa University, Sri Lanka. PhD in Tourism Management (School of Tourism Management, Sichuan University, Chengdu, PRC). His research interests and expertise are; Tourism Planning and Management, Tourist Destination Marketing, Cultural and Heritage Tourism, Hospitality Management, Events Marketing and Management, and SDGs and Tourism.

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