This study aims to enhance the definition of wellness tourism as a continuous, culturally embedded process of self-regulation, identity formation and transformation, rather than as a singular, destination-based experience.
This study examined the interactions among Baby Boomers, Gen X, Gen Y and Gen Z from the USA and Turkiye with wellness products and services, using generational cohort theory (GCT), the Stimulus-Organism-Response (S-O-R) model and a holistic and integrative health framework as guiding frameworks. To gain insights, we conducted 32 interviews and carried out both thematic and content analysis on the gathered data.
The results reveal that Baby Boomers and Gen X are more inclined toward integrative and alternative wellness services. In contrast, Gen Y and Gen Z demonstrate a stronger interest in preventative, aesthetic and digital wellness options. Younger generations often view wellness to emotionally navigating their identities considering the limitations posed by traditional healthcare.
This research highlights the potential to effectively promote wellness services in the healthcare sector and tourism destinations, positioning them not only as valuable economic opportunities but also as significant therapeutic experiences.
This study contributes to the existing body of literature on wellness tourism and consumer behavior by exploring the intersections of generational identities, cultural influences and decision-making processes. Furthermore, it provides essential insights for destinations and health and wellness service providers aiming to develop targeted and inclusive wellness offerings that address a diverse array of consumer needs.
