Wellness Centers in Slovenia: Tourists’ Profiles and Motivational Factors

Wellness and spa tourism has increasingly become an important economic and marketing strategy for hoteliers, resorts and tourist destinations to attract tourist visitations. Deep understanding of consumer profiles and their key motivations within this context is vital in order to sustain the growth of wellness and spa tourism business. This paper presents an exploratory study that seeks to understand the spa and wellness tourists' motivation during their visits to spa and wellness service centers in Slovenia. The purpose of this research is to examine the characteristics of a healthy-living market segment and its motivational behavior to wellness facilities in Slovenia. The paper provides the broad understanding of wellness and spa tourists' profiles in Slovenia and the key motivation factors.