PROSPERITY OF WELLNESS THROUGH SPECIAL EVENTS -Case Study Yoga Festival Helsinki
Lindstedt, Nina (2017)
Lindstedt, Nina
Centria-ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201704255301
https://urn.fi/URN:NBN:fi:amk-201704255301
Tiivistelmä
The topic for this thesis was prosperity of wellness through special events. The aim of the study was to find out if festivals have potential in working as promoters for wellness.
The thesis is divided into two parts. The theoretical part consists of definition of health tourism and its role in today’s society, wellness travelers’ motives based on Maslow’s hierarchy of need theory and
McIntosh, Goeldner and Richie’s tourism motivation factors. In addition the theory also explains briefly the nature of events and their significance in form of event marketing. The empirical part was done using the qualitative research methods and participation observation in a form of attending a wellness festival.
The results showed that festivals indeed have great potential for inspiring public towards healthier lifestyles. However since the research is based purely on observation, further studies in the field is recommended and hopefully this can work as an opener for future studies.
The thesis is divided into two parts. The theoretical part consists of definition of health tourism and its role in today’s society, wellness travelers’ motives based on Maslow’s hierarchy of need theory and
McIntosh, Goeldner and Richie’s tourism motivation factors. In addition the theory also explains briefly the nature of events and their significance in form of event marketing. The empirical part was done using the qualitative research methods and participation observation in a form of attending a wellness festival.
The results showed that festivals indeed have great potential for inspiring public towards healthier lifestyles. However since the research is based purely on observation, further studies in the field is recommended and hopefully this can work as an opener for future studies.