Babymoon tourism between emotional well-being service for medical tourism and niche tourism. Development and awareness on Romanian educated women

Health tourism and wellness tourism have become "temptations" with many world markets looking to take advantage of their growing popularity. Babymoon tourism is one of the hottest trends in travel today. The aim of this study is to fill a gap in the research on babymoon tourism by measuring the awareness of, and interest in, this trend in Romania through convenient sampling. The results show that 28% of respondents know "babymoon", but they agree on its positive impact. Our research results emphasize the necessity of promoting babymoons due to the actual trend and because the holiday market has been focused on well-being and promoting the concept of hedonic well-being. Additionally, to promote Romania as a babymoon destination, we must consider that today's consumers are prosumers seeking experiences and emotional wellbeing. Promoting babymoons for emotional well-being can result in two managerial outcomes for Romania: brand identification and intention to revisit.