Wellness tourism : a case study about "Quinta das Águias"

Abstract

Our world today is undergoing an exponential socio-economic paradigm shift that is forcing us to rethink how we live our lives. Current trends indicate that tourism is evolving into something larger than what we once understood it to be and abruptly expanding into larger synchronicities with other industries. Technology is the catalyst, offering us never before seen opportunities, perspectives and information at lightning fast speeds. In this shift, psychic health is crucial for us in order to move forward toward global prosperity. The Main Objective of this study is to understand the conditions that bind the creation and management of a wellness tourism business. The analyzed local tourism business is “Quinta das Águias” and is located in the Minho region of Portugal. The methodology is comprised of a semi structured interview of the business owner and a content analysis of the business´ digital presence. The conclusions reached for the main objective are: 1. Team oriented family support is the foundation of the business. 2. A community of like-minded supporters is the client base. 3. Sustainable value creation happens when the moral character of people is improved through orientating them towards a transcendent good above market interest. 4. Efficient promotion, marketing and distribution is achieved through digital media platforms such as Airbnb and Facebook.