Health travel motivation and activities: insights from a mature market - Switzerland
Purpose: This exploratory study investigates predictors (stated motivation and reported leisure activities) of health travel as opposed to a control group incorporating all other travel of the Swiss resident population, a well matured market.
Design/ methodology/ approach: An a-priori segmentation of more than 11,000 trip cases (health travel as opposed to non health travel) was chosen as means of methodological con-cept, and stepwise logistic regression of 25 types of motivations and 72 types of activities to-wards group membership served as means of analysis.
Findings: There appears to be a mature perception of health travel in the developed Swiss market, comprising rewarding elements of beauty, indulgence, and regeneration combined with demanding elements such as (challenging and stimulating) sports, including mountain biking, hiking, and golf.
Originality/value: The paper enhances the still slim body of knowledge on health travel.