Annakaisa Ahtiainen, Hanna Vehmas & Arja Piirainen

16.9.2014

Background information

Research objectives

Research results

Implementation

Sociology of sport and tourism Social significance of sport in Finland

Active life style as a form of social and cultural capital

Health science and rehabilitation Aging of the population

Rehabilitation as a tool for prolongation of careers Empowerment and change of rehabilitation in life span

Perception and experiences of well being

Strength-based thinking and positive psychology of entrepreneurship/business economics

Role of staff in customer satisfaction Attitudes and experiences of staff about the changing needs of

the customers

Spa hotel and rehabilitation center

Strong traditions in veteran rehabilitation

Investments in renovation of the facilities and services

1. To find out what is the meaning of physicalactivity and health to the customers of Peurunka

2. To find out what kind of customer profilesthere are in Peurunka

3. To find out what kind of perceptions the customers have about wellbeing and discusshow to implement it into practice

4. Produce new information on wellbeingtourism research

Questionary: etno survey◦ Customers of Peurunka

◦ Since 2011

◦ N=755 (Finnish)

◦ N=75 (Russian, data collection continues)

Theme interviews spring 2013◦ Rehabilitation customers

◦ Recreational tourists

◦ Work-wellbeing customers

Semi-structuredtheme interviews(n=14 18 ppl) Rehabilitation (n=5)

Recr. tourists (n=7)

Work-wellbeing(n=6)

Phenomenology Hermeneutic

content analysis Typology

• 6 wellbeing types

• Differencesbetweencustomer profiles

• Negative connotationtowards physicalactivity

Wellbeing type The main sources of wellbeing

Socially oriented Relationships, family, children, friends,colleagues, social inclusion

Physical activity -oriented

Physical activity, nature

Work-oriented Work related factors and people

Money and Service -oriented

Income, consuming products and services

Health oriented Health, sleep/rest, nutrition, holistic view

Recreation -oriented

Internet, media, entertainment, electronics, home decoration, food and drink related

“…Meeting new people in a new country who are there in

the same situation you are and experiencing the same things you are increases the

feeling of belonging and community.”

Sources: relationships, family, inclusion

Threats: negative relationships, loss or sickness of a loved one, discrimination

Tourism: active travel with the loved ones or like-minded people, spending time together

Sources: physical activities, nature

Threats: physical disability (reduced mobility vs. full mobility)

Tourism: active leisure, sport tourism

Negative connotation:1/3 of the participants

“The opposite of wellbeing is being a couch potato. For me, that lying on the couch makes me feel sick. First

not feeling well, then having a guilty conscience, then self-loathing and

then I start to stress because of that, too.

• Sources: work related factors

• Threats: unemployment, job insecurity, work oriented stress

• Tourism: Counterweight for work, “wine and dine”, entertainment, physical tests

“Wellbeing is to have a job that covers most of my

time.”

Sources: income, consuming of products and services

Threats: loss or decrease of economic capital, decline in the standard of living

Tourism: spa, luxury, pampering, “wine and dine”

“Wellbeing means you have enough money to

go to a private dentist in case of a toothache.”

Sources: health, nutrition, sleep

Threats: sickness, pain, functional disability, insomnia

Tourism: nutrition, health promotion, meditation, nature, relax, increase of awareness

“Health! Of course health is related to wellbeing. Oh dear. That’s awful. It is such a self-evident issue that I did not

even think of it!”

Sources: Internet, media, entertainment

Threats: lack of time or tools

Tourism: cuisine/food travel, fairs, concerts, wine tasting, sport events

“For me, the day consists mainly of watching TV, reading the papers and

surfing online… If I want to treat myself, I watch TV and drink some cognac.”

Rehabilitees

Recreational tourists

Work-wellbeing customers

Targeting of the productized services to right customer segments

Specified and centralized marketing of the wellbeing products and services

Inspiring individuals to pursue their own style of wellbeing

Utilization of the wellbeing types in other contexts