Voyage through numinous space: Appliying the Specialization Concept to New Age Tourism

• Autores: Tomas Pernecky
• Localización: Tourism recreation research, ISSN 0250-8281, Vol. 31, Nº. 1, 2006, págs. 37-46
• Idioma: inglés
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• Resumen

  • Wellness tourism involves satisfying the body, mind and spirit. Through this holistic approach it overlaps with a sector intimately concerned with matters spiritual - New Age tourism. This paper examines New Age tourism and New Age tourists in New Zealand, through discussion of a specialization index. Data on tourists were gathered via questionnaires. A methodology permitting the development of a specialization index was then employed. Isere, specialization based on tourists' skills, knowledge and involvement was measured, resulting in respondents being categorized as low, medium or highly specialized individuals with respect to three aspects of New Age tourism spirituality, motivation, and consumer needs. Noteworthy profile characteristics emerged, showing differences in levels of preference for organic food, alternative healing treatments, and religious beliefs. The survey also showed that people who participate in the New Age phenomenon should not be homogenized into one group as some respondents saw themselves as New Agers but also as Christians. Different levels of specialization means different market segments exist. The specialization index, therefore, provides managers with an understanding of participants' differences and preferences at each level; the index can serve as a useful tool for targeting the needs of each group. The results of this study have managerial implications, which can be applied in wellness/New Age tourism management. This paper improves the understanding of wellness tourism and wellness tourists by understanding New Age tourism in general and New Age tourists in particular.