Consumer motivation and behaviour when selecting a wellness holiday destination

In today’s highly competitive global tourism market it is crucial to know what motivates consumers to purchase wellness holidays through a travel agency. Researchers have spent a significant amount of time, paying close attention to travellers’ behaviour in the decision-making phase. However, research on online purchase behaviour of wellness consumers is almost non-existent. This research aims to identify the relationship between wellness tourists’ external and internal motivations to purchase holidays online and their reasons for purchasing through a travel agency. With the mixed method approach proposed this study, it becomes possible to determine what motivates consumer to go on a holiday, and also to study their intensions more deeply and get an understanding of factors that affect wellness consumer purchase decisions. Within literature review numerous grasping subjects are discussed. Development of wellness tourism in the UK, typical wellness services and products, as well as numerous motivational theories are reviewed. Moreover, based on current models and theories, a survey questionnaire was developed. A significant amount of mixed data were collected and analysed. A total of 623 responses were collected, which gives a great overview into UK-based wellness consumers and various marketing ideas that can be utilised to attract them.