Using Wellness Services to Position and Promote Brand India

Ravichandran, Swathi; Suresh, Satya

doi:10.1080/15256481003732873

Cited by 11 publications

(3 citation statements)

References 31 publications

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“…This expectation becomes justifiable as the industry is changing to offer holidays that caters less to physical needs and more to emotional and spiritual needs (Ravichandran & Suresh 2010). In North America, the number of persons who wish to look and feel better has significantly increased.…”

Section: Current Wellness Trendsmentioning

confidence: 99%

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Wellness Tourism: Using Tourists' Preferences To Evaluate The Wellness Tourism Market In Jamaica

Valentine

2016

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JEL Classification:This study sought to evaluate the general wellness preferences of tourists in Jamaica as there is little information to support the body of knowledge on these tourists' wellness preferences in Jamaica and to successfully facilitate segmentation in the wellness tourism market. Jamaica has a naturally appealing environment however; performance in wellness tourism is not among its competitive strengths. Tourists have aligned themselves with the existing tourism offering. A framework is therefore needed to align the push factors of tourists' wellness expectations with the pull factors of tourism's offerings. The research examined the tourists' socio -demographic profile, their travel characteristics and the importance of wellness to them. Additionally, it investigated preferred amenities and services, the natural resources associated with particular accommodations, the type of accommodations preferred for a wellness vacation and the locations' attractive attributes. Pre tested survey instruments were randomly administered to two hundred tourists awaiting departure from the island's two international airports. SPSS (version 22) was used to test frequency distributions and percentages, statistical significance and internal consistency. The finding shows that wellness was important however, young people, retirees and higher income earners were not well represented. Strong preferences exist for natural remedies, wellness competencies and mind therapies. Low preferences exist for culinary tours, mineral baths, community involvement and nature experiences. Despite the location's reported physical attractiveness, hotels were preferred for a wellness vacation and many natural and historic features were unexplored. The findings imply that the unique wellness preferences may facilitate 'new forms' of tourism and non seasonal tourism niches for small businesses, hotels and rural communities. There may be an alignment with the vocational training system, tourism marketing efforts and international standards. Infrastructural development may also be facilitated around naturally occurring springs, heritage sites, historical buildings and unexplored natural highlights. This emphasis will subsequently support workplace wellness and primary health care.

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Section: Current Wellness Trendsmentioning

confidence: 99%

“…Consequently, it attracts many wellness tourists from the West who seek to strengthen their spiritual health. Ravichandran and Suresh (2010) believe that India's success can be attributed to its rebranding efforts.…”

Section: Tourists' General Wellness Preferences and Motivatorsmentioning

confidence: 99%

Wellness Tourism: Using Tourists' Preferences To Evaluate The Wellness Tourism Market In Jamaica

Valentine

2016

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“…During 2015-17, wellness-related trips increased by 20.4% for India and 20.6% for China-the fastest country growth rates in the region (Yeung and Johnston, 2018). Despite wellness tourism being an important tourism segment in India, its branding has been weak (Ravichandran and Suresh, 2010). Countries in the Asia-Pacific compete against each other in attracting wellness tourists, and so branding has become an important factor for creating a perception of a destination's distinctiveness (Poorani and Jiang, 2017).…”

Section: Introductionmentioning

confidence: 99%

Stakeholder-based conjoint analysis for branding wellness tourism in Kerala, India

et al. 2021

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Wellness tourism is a fast-growing tourism industry segment and major wellness tourism destinations are found in the Asia–Pacific region, including India. The region of Kerala in India has an abundant natural, cultural and entrepreneurial resources for the development of wellness tourism. These resources are centered on the unique and traditional Ayurveda treatment, complemented by impressive natural landscapes and rich cultures and history. Despite the abundance and quality of resources and services provided by a large number of stakeholders, Kerala lacks a branding strategy for differentiating Kerala as a wellness tourism destination to compete in international markets. A stakeholder-based participatory process was developed to co-create a branding strategy, involving a destination audit supported by an online conjoint analysis survey to discover the relative importance of ‘high-level’ attributes associated with Kerala’s wellness tourism resources. The most important attributes are ‘Fits with strategic priorities of the organisation’ and ‘Ability to integrate into wellness tourism packages’. The main resources complementing wellness services are natural features and cultural heritage. This research contributes to stakeholder-based participatory methods for destination branding.

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RETRACTED: The role of destination image as a mediator between tourists’ emotional experiences and behavioral intentions: A study of wellness tourism

Sharma

Nayak

2020

Journal of Destination Marketing & Management

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Using Wellness Services to Position and Promote Brand India

Cited by 11 publications

References 31 publications

Wellness Tourism: Using Tourists' Preferences To Evaluate The Wellness Tourism Market In Jamaica

Wellness Tourism: Using Tourists' Preferences To Evaluate The Wellness Tourism Market In Jamaica

Stakeholder-based conjoint analysis for branding wellness tourism in Kerala, India

RETRACTED: The role of destination image as a mediator between tourists’ emotional experiences and behavioral intentions: A study of wellness tourism

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