Spa services and wellness activities within the surf tourism experience; the case study of Jersey, Channel Islands

Abstract

This paper explores the feasibility of developing spa and wellness activities within the surf tourism experience in Jersey (Channel Islands) from the surf traveller's perspective. Using this worldview we evaluate a surf tourism offer in Jersey. Through an analysis of the lifestyle and attitudes of today' s surf traveller we offer preliminary suggestions to marketers and surf lodge owners to capitalise on this unique target market. The conceptual position, that we term Swellness, refers to the perceived wellness dimensions and benefits of surfing. We identify that spa and wellness elements are feasible add-ons for surf product development. The study has also revealed an openness towards other wellness-related concepts, such as Surf Set Fitness or man-made wave surfing parks. Furthermore, the research has shown that wellness and personal responsibility for wellbeing are p a r t of a surf subculture.

Can surf culture foster loyalty towards surf destinations?

“…Surf culture presents a multiplicity of meanings and people appropriate it uniquely and singularly (Anderson, 2012) according to their personal involvement level with surfing (Reis, 2020), the surfing destination's characteristics and the local culture (Booth, 2013). Surf culture, considered modern, radical, young and daring, also seems to have a very individual identity and is related to a way of life in communion with the surrounding environment (Iliuta & Wiltshier, 2018). In this culture, the passion for the sea gives rise to a unique way of living (Holt, 2021), as well as to appropriation and occupation of space (Ponting & McDonald, 2013).…”

“…The literature suggests that several aspects are important in selecting and visiting surf destinations, such as good surfing conditions (e.g. good quality waves, variety and type of waves) (Barbieri & Sotomayor, 2013;da Rosa et al, 2019;Sotomayor & Barbieri, 2016), opportunity to meet other surfers (da Rosa et al, 2019), food and beverage quality and prices, local community hospitality (da Rosa et al, 2019), safety, natural attractions (Barbieri & Sotomayor, 2013) and cultural attractions (da Rosa et al, 2019), among which surf culture emerges (Barbieri & Sotomayor, 2013;Iliuta & Wiltshier, 2018;Sotomayor & Barbieri, 2016). However, a search of the literature revealed no studies that specifically investigate the influence of cognitive image on the overall image of surf destinations.…”

“…The results support the positive influence of both dimensions, concerning 'people who experience the surf culture' (β = .220, t = 2.836, p < .005), and 'respect and local dynamics associated with surfing' (β = .286, t = 3.918, p < .001) on the 'overall image of surf destinations'. The fact that the influence is not very high may derive from the attractiveness and overall image of the surf destination probably being influenced by many other aspects, as suggested in the literature, such as good surfing conditions (Barbieri & Sotomayor, 2013;da Rosa et al, 2019;Sotomayor & Barbieri, 2016), opportunity to meet other surfers (da Rosa et al, 2019), surf events (Barbieri & Sotomayor, 2013;Iliuta & Wiltshier, 2018), local community hospitality (da Rosa et al, 2019, beach facilities (Barbieri & Sotomayor, 2013) and natural attractions (Barbieri & Sotomayor, 2013). Most importantly, however, this study contributes to advancing knowledge about surf culture, showing that visitors' perceptions of surf culture have a positive impact on the overall image.…”

Surf Destination Attributes

“…Other important attractions associated with surf are the weather, surf competitions and events, and surf culture. Surf culture is important since surfing fosters a specific way of life in the surfing community, a culture widely patrícia Maria reis and Maria João carneiro referred to by the media that is increasingly in fashion (Iliuta and Wiltshier, 2018;Reis, 2020). Attitudes towards surf are not limited to the sport, but are also manifested in clothing, food, nature and music, among other aspects.…”