Exploring consumer engagement and satisfaction in health and wellness tourism through text-mining

Abstract

Purpose

This study aims to deepen the understanding of consumer engagement and satisfaction within the health and wellness tourism sector, a rapidly growing niche in the global tourism industry. It focuses on identifying key elements that influence consumer perceptions and experiences in this domain.

Design/methodology/approach

Employing a quantitative approach, this research utilizes Dynamic Correlated Topic Models (DCTM) and sentiment analysis techniques to analyze user-generated content from TripAdvisor. The methodology involves parsing through extensive online reviews to extract thematic patterns and emotional sentiments related to various wellness tourism experiences.

Findings

The findings reveal that wellness and relaxation, spa and therapy services, and cultural immersion are significant factors influencing consumer satisfaction in health and wellness tourism. These elements contribute to a more profound and emotionally satisfying tourist experience, highlighting the shift from traditional tourism to more holistic, wellness-focused travel.

Research limitations/implications

The study is limited by its focus on user-generated content from a single platform, which may not fully represent the diverse range of consumer experiences in health and wellness tourism. Future research could expand to include other platforms and cross-reference with qualitative data.

Practical implications

The study offers valuable implications for destination managers and marketers in the health and wellness tourism industry, suggesting that enhancing and promoting wellness-centric experiences can significantly improve consumer satisfaction and engagement.

Social implications

The research underscores the growing importance of health and wellness in societal values, reflecting a shift in consumer preferences towards travel experiences that offer mental, physical, and spiritual benefits. This has broader implications for how destinations can cater to the evolving demands of socially conscious travelers.

Originality/value

This research contributes original insights into the evolving field of health and wellness tourism by integrating advanced text mining techniques to analyze consumer feedback, offering a novel perspective on what drives engagement and satisfaction in this sector.

Citation

Balcioglu, Y.S. (2024), "Exploring consumer engagement and satisfaction in health and wellness tourism through text-mining", Kybernetes, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/K-12-2023-2721