Robust Innovation Anchors in Rural Wellbeing Tourism

Abstract

Innovation in tourism does not take place in a vacuum. Innovators find inspiration from many sources. This article identifies ten innovation anchors, e.g. critical trends that can guide the long-term innovation activity and lead to fundamentally new products, services, delivery mechanisms, organizational models, means of collaboration etc. Innovation anchors are robust as they are found persistently in the recent scholarly literature and appear on a consistent base in business related evidence. Rural wellbeing tourism is area of inquiry. The study reveals that innovation, in the future, can take further advantage of the following: 1) Towards a holistic wellbeing, 2) Connecting with nature and its resources, 3) Altruism included, 4) The rural as a medical prescription, 5) Work-life balance, 6) Wellbeing diversification the rural way, 7) Taking advantage of the climate squeeze, 8) Opening the digital channels, 9) A new puritanism rural style, and 10) The gear dimension.

Activity-based market segmentation of rural well-being tourists

“…Defining what is meant by rural space is crucial for establishing the framework of rural well-being tourism as an overarching concept (Hjalager et al, 2015). According to Muilu (2010), despite many attempts defining what is meant by rural areas has proven difficult.…”

“…Hjalager et al (2015: 14) have summarized the discussion regarding rural well-being tourism, stating that:Rural wellbeing tourism is a form of tourism that takes place in rural settings and that interconnects actively with local nature and community resources. Based on the rural tangible and intangible, openly accessible and commercial ingredients, wellbeing tourism is holistic mode of travel that integrates physical and mental wellness and/or health and contributes to wider positive social and individual life experiences.…”

“…Rural tourism is often discussed via the activities tourists participate in during their rural holidays (Roberts and Hall, 2004), but discussion on the role of well-being activities as a possible way to develop rural tourism is only just starting (Hjalager et al, 2015). Based on earlier research on rural tourists, it seems clear that even niche segments are heterogeneous in nature (Tkaczynski et al, 2013).…”

The Opportunity of Developing Rural Wellbeing Tourism in Puglia Region, Italy in the Time of Covid-19 Pandemic

“…According to Smith and Puczko (2017), rural wellbeing tourism can combine mainly 14 categories of activities to be adopted by the tourists and to create a market for this type of tourism: treatments and spa, slow living, exercises, alternative medicine, local life, wilderness, outdoor activities, meditation, eco-village, outdoor sports, learning about nature, walking in nature, museums, sleeping [11]. Rural wellbeing tourism has as main motivation the need for relaxation of the tourists with a focus of comfort, but not on luxurious elements [12]. It was developed based Euromonitor International at a decrease of 8 million arrivals in 2020 compared to the baseline.…”

“…Italy is one of the European countries recognized as a certified destination for wellness and thermal tourism [15]. The country has the largest number of spas in Europe (350 spas) located in 20 regions and 170 municipalities.…”