Determining the Motivation of Wellness Travelers

JOSEPH S. CHEN
University of Indiana

NINA PREBENSEN
University of Tromso

T.C. HUAN
National Penghu University

ABSTRACT
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 motivational factors. Both qualitative and quantitative techniques are presented. The qualitative method assists the researchers in finding specific attributes alluring the travelers,
while the quantitative method profiles the importance ranking of motivations under investigation. The study finds that relaxation, pursing multiple activities, recreation, and enjoying nature are the top four motivations.
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.