Rural Wellbeing Tourism: Motivations and Expectations

The goals of this article are twofold: first, to investigate if rural tourism could be seen as a form of wellbeing tourism by comparing motivations; and second, to use motivation segmentation to find out how the wellbeing segment differs from other segments. A questionnaire was developed based on literature on wellness and rural tourism motivations. Data were collected on a Finnish rural tourism website during the summer of 2009. A total of 727 responses were analysed using k-mean cluster analysis to create segments. The results show that among Finnish rural tourists a segment of rural wellbeing can be distinguished. The segment members want to relax away from the ordinary, escape from a busy everyday life, have a hassle-free vacation, get refreshed, have a sense of comfort and have an opportunity for physical rest more than members of other segments. A typical rural wellbeing tourist is a 45- to 54-year-old female who has lived her childhood in the countryside. She travels with her spouse less than once a year to a rural destination. The wellbeing segment wants to feel relaxed. It values privacy, does not want schedules, likes a calm atmosphere and wants to spend time outside in nature more than other segments.