Navigating Wellness Tourism: Strategic Approaches toDestination Mapping of the Offer

Introduction By the end of the 1990s, the tourism industry worldwide had begun to pay attention to health and wellness (Sopha et al., 2019). Currently, the diverse types of health and wellness tourism play a more significant role in the global tourism sector (Sopha et al., 2019). However, the numerous definitions and typologies of wellness tourism present significant challenges in effectively mapping the offerings within a destination. This study addresses critical gaps by offering a comprehensive methodology to map wellness tourism offerings in a destination, leveraging and adapting key typologies. This research advances the academic and practical understanding of wellness tourism, aligning with the TTRA’s goals to explore contemporary travel trends and innovative solutions. This work also answers the call of Suban (2022) and Dini and Pencarelli (2021) asking researchers to study the unique qualities of wellness locations on the supply side. This study presents the argument that wellness tourism, an emerging sector focused on health and well-being, encompasses a diverse range of activities that have yet to be fully explored and understood. Despite its status as a specialized segment, wellness tourism offers a wide array of experiences and opportunities for tourists. The article aims to shed light on this relatively unexplored domain and contribute to the academic understanding of wellness tourism-related activities. Hence, the general objective is to share a comprehensive framework and methodology for the mapping and strategic grouping of wellness tourism offerings within a destination, with the ultimate aim of enhancing destination appeal, optimizing resource allocation, and improving visitor experiences through empirical analysis and case studies. The growing demand for immersive and restorative wellness tourism experiences has positioned Quebec, Canada, as a key player in the global market, particularly through its spa innovations. Recent attention to cold exposure highlights its physiological and psychological benefits, making it a compelling addition to spa experiences (Almahayni & Hammond, 2024; Berghmans, 2023). Academic literature on this wellness tourism in Canada is scarce albeit Joppe (2010). This research builds on global wellness trends to contextualize Quebec’s winter tourism potential within a broader academic discourse. Therefore, this study will use this province as an example to illustrate the recommended approach. Literature Review Our literature review will focus on the definitions, characteristics, and typologies of wellness tourism to develop a robust framework for our study. Definitions and Characteristics of Wellness Tourism Wellness tourism is a complex and multidimensional segment of the tourism industry, combining experiences focused on health, relaxation, and rejuvenation. This sector leverages natural and cultural environments to offer activities such as nature retreats, spas, mindfulness programs, and holistic care practices. For instance, Salou in Spain has diversified its traditional tourism offering by integrating wellness strategies to meet the growing demand for post-pandemic sustainable and rejuvenating experiences (Andreu et al., 2021). Unlike medical tourism, which focuses on specific treatments, wellness tourism emphasizes prevention, general well-being, and personal exploration. However, conceptualizing this domain remains challenging due to overlapping definitions and terminological ambiguities with related concepts such as medical and health tourism. Kemppainen et al. (2021) highlight that this conceptual vagueness complicates statistical analysis and the evaluation of ethical and socio-economic challenges associated with the phenomenon. A recent perspective, developed by Kaspar et al. (2019), reinterprets wellness tourism through the lens of “therapeutic mobilities.” This concept highlights the transnational dynamics where individuals, practices, and knowledge related to wellness circulate globally. This approach extends beyond the physical movement of tourists to include the global diffusion of wellness-related ideas, products, and services, enabling a broader understanding of the sector’s scope and implications. Furthermore, segmenting wellness tourists based on their motivations is critical to tailoring offerings to varied needs. Ting et al. (2021) identify key motivations such as the pursuit of health improvement, cultural exploration, and engagement with natural environments. These motivations reflect diverse aspirations, ranging from leisure to spiritual or therapeutic goals, and underscore the need for robust analytical frameworks to understand these dynamics. This study proposes adopting a conceptual framework based on the work of Kemppainen et al. (2021) and Kaspar et al. (2019) to clarify the contours of wellness tourism. This framework will facilitate the mapping and analysis of wellness tourism offerings while considering the unique characteristics of Quebec’s emerging winter wellness tourism sector. By leveraging local strengths such as Nordic spas and cold exposure practices, this approach aims to better understand how wellness tourism can address travelers’ needs while supporting the sustainable development of destinations. Table 1. Wellness Tourism Destination Mapping of the Offer Positioning (SEE PDF) Therefore, our project positions itself at the crossroads of the gaps identified in the existing literature. By adopting the conceptual frameworks of Kemppainen et al. (2021) to clarify definitions and of Kaspar et al. (2019) to understand therapeutic mobilities, we propose an innovative methodology to map wellness tourism offerings. Building on the tourist motivations identified by Ting et al. (2021), we tailor the offerings to the specific needs of visitors. Moreover, by using Quebec as a case study, we illustrate how a destination can leverage its local strengths, such as Nordic spas and cold exposure practices, to meet the growing demand for immersive and sustainable wellness experiences. Typologies The goal is to develop a comprehensive and practical typology of activities and services related to wellness tourism, drawing on the 10 key components identified by Dini and Pencarelli (2021). This typology will serve as a tool to (a) better understand the diversity of offerings in a given context (here, Quebec) and (b) guide strategic decision-making by local stakeholders (destinations, operators, promotion agencies).We also examined key references in the field (Joppe, 2010, etc.; Kemppainen et al., 2021; Smith & Puczkó, 2013, 2014; Smith & Puczkó, 2016) to identify definitions, minimum criteria, and common practices. This step provides the theoretical and conceptual foundation of our typology based on the following tables. This table summarizes the 10 components identified by Dini and Pencarelli (2021). Table 2. The 10 Components of the Well Tourism Offer System (Dini & Pencarelli, 2021) (SEE PDF) Note: References such as Mueller and Kaufmann (2001), Lehto and Lehto (2019), Chen et al. (2015), and others emphasize the importance of spas as a cornerstone of the wellness industry, highlighting the minimum standards required and the growing diversification of spa services. Methodology Based on the literature review, we developed and adapted a conceptual framework that categorizes wellness tourism offerings by key characteristics and criteria.We recommend a comprehensive data collection approach for mapping and strategically grouping wellness tourism offerings. Using Quebec as a case study, we will demonstrate the practical application of our methods. Results We propose classifying wellness tourism activities and services using cluster analysis and a strategic group approach. To achieve this, we will pursue specific objectives based on the Quebec, Canada model: 1. Identify, define and catalogue existing wellness tourism providers using a rigorous methodology based on systematic data collection from multiple sources; a. Data collection is conducted online, as research shows that Internet search engines are commonly used for choosing destinations and preparing trips (Fernández Cavia et al., 2020). We consulted the registry of key wellness tourism organizations and their online presence in the province. A snowball-inspired documentation search process was employed, which involved exploring the references cited in the consulted sources to gather additional information. We recommend supplementing the web data with organizational data publicly available from the Quebec Enterprise Register (Registraire des entreprises du Québec, 2023). 2. Define and develop a classification of activities associated with wellness tourism by considering the different characteristics of the experiences offered; a. The process of classification involves identifying key information that differentiates the activities from one another and categorizes them based on specific criteria and characteristics. The goal is that the distinct groups were internally consistent and externally distinguishable from one another based on the tables provided. 3. Adapt to the destination context: a. Assess the relevance of each component for the specific context under study (here, the province of Quebec), taking into account climate conditions, natural and cultural resources, the structure of existing offerings (spas, hotel-spas, natural sites, etc.), and emerging trends (cold exposure, Nordic baths). b. Integrate regional specificities (e.g., local products, traditional care practices, winter positioning). 4. Identify and classify the activities and services of the wellness tourism providers: a. For each component, compile a list of representative activities and services. For example, for spas, catalog various forms of body treatments, massage therapies, thermal experiences, mind-body activities, and so forth. b. Classify these activities and services into coherent main categories (thermal experiences,

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