Demographics shaping memorable wellness tourism experiences: A comparative analysis

This study addresses gaps in literature and empirical research by investigating international wellness tourists in Sri Lanka, segmenting them by memorable wellness tourism experiences (MWTE), and analyzing differences in demographics, travel patterns, and preferred wellness activities among these segments. Data were collected from November 2023 to April 2024 using non-probability convenience sampling, yielding 622 valid responses. SPSS software was employed for data analysis, utilizing factor-cluster methods. The findings revealed three distinct clusters: Professional Authentic Value Wellness Seekers, Holistic Enrichment Wellness Seekers, and Serene Aesthetics Wellness Seekers, each characterized by unique preferences and demographic profiles. Majority of respondents were middle-aged, educated, and employed, predominantly female, and primarily from Europe. Popular wellness activities included Ayurveda, spa treatments, and yoga. Substantial differences in demographics, travel patterns, and wellness activity preferences were identified among the clusters. The study’s originality lies in segmenting Sri Lanka’s international wellness tourists by memorable experiences, revealing new insights into demographics, travel patterns, and preferences. It offers profound insights into an underexplored destination, aiding targeted marketing and strategic development in wellness tourism. Additionally, it advances segmentation theory by integrating memorable experiential dimensions and guiding strategic marketing and product development aligned with these identified segments.