From Wellness towards Selfness

14.9.2014

1

A concept analyses

Social Industry = Philoxenia + Transmodernity

+ Perfect destination

V.A. Heikkinen Principle lecturer, service innovations Food, selfness & experience researcher University of HAAGA-HELIA Applied Sciences

vesa.heikkinen@haaga-helia.fi

+ 358 40 5781569

Facebook: Vesa A. Heikkinen

Chef, waiter, bartender, home economics teacher, future researcher, Doctor of

Pedagogy

28 years experience of hospitality industry

InnoCatering, meeting of tomorrow, FUTUAeroport, service technology

The structure of the presentation

Backround Post- & transmodern Action research & cases services SELFNESS Post- & transmodern Perfect customer destination

Backround

of this study

*18 innovative & futuristic

business projects in Finland

and Estonia in 2003-2013

*750 students

*250 companies (hotels, spas,

restaurants, cafées, shopping

centres, aeroport,

destinations)

*Dynamic & non-linear business environment of tourism

and hospitality industry in North-Europe

*Phenomena & case studies:

*Postmodern + transmodern consumer (2003-)

*Wellness management training (2003) with Naantali

Spa, Haaga-Perho & Pärnu College (2005)

*StressFree Café (2004)

*Travelzation & servialization (FUTUAeroport 2008-)

*(Green) concept & (eco)product development (Perfect

Destination 2009-)

Objectives

Key objective: Define the Selfness and transmdconcept

Sub-objective: Describe and inrepret the change of post/transmodern consumer who is searching for well-being and good fit

Sub-objective: Describe the change of consumer behaviour from postmodernity towards transmodernity

Sub-objective: Depict the postmodern & foresee transmodern phenomena in selfness culture and selfness consumption in Finnish destinations & estonian spas

Research questions

What means Selfness concept?

How the customer behaviour is changing from postmodernity towards transmodernity

What are the key postmodern and transmodern phenomena in wellness culture and consumption in Finnish destinations and estonian spas

How does Selfness is effecting in Finnish tourism and hospitality business?

Wellness/Selfness

Markets in Finland

& Estonia

*Service production

*Products, services

*New Spaces

*Tactics

*Operations

*Strategies

Well-being & Fittness

Insight & Foresight

*Megatrends

*Trends

Customer

Insight &

Foresight:

*Markets

*Services

*Products

*Innovations

*Eco

*Technologic

Data Collection = Action research +

Business/Customer Insight & Foresight +

Project cases

Contextual Action Research & Real Cases

*Case studies + projects means: ”Cooking” & ”Cookbook”

(mini)seminars

Blogs

Games

Action learning & research

Future research

Brainstorming

Consulting

Projects

Best & next practices

What If questions Kaizen

Innovative

workshops

(Eco)service Design

Trainings

Future research metods

Social media -learning

Business Insight &

Foresight

Customer insight &

foresight

analysis

Group works

Workshops

Systematic innovation

Learning assignments

Sales & marketing cases

Problem based

Learning

Faciliitation

Lectures

Service Design cases

Document analysis

Lego serious play

Learning

Packages

TV programs

Innomarathons

Study visits

Webinars

Critical

discussions

Business games

Business Foresight

Experience study vists

Business cases

Well-being business insight &

foresight

•Cases: Estonian & Finnish spas

•Dynamics & complexity of spas

•Customer behaviour

•Concept planning & design

•Service development

Trend analysis:

*Comercializalitation of well-

being = Wellness

*Post- & transmodernity

*Chameleon consuming

*Hybrid-segments

*Spa tribes

*(Un)loyalty

*Mobility + Digi-identity

Customer insight & foresight:

Postmodern everyman & casual+ & luxury

a) Needs

b) Individuality

c) Complexity:

*Age complexity

*Time complexity

*Money complexity

*Health complexity

d) Mood:

*tiredness, stress

*busy, nervous

e) Hybrid

Consumption of

treatments, fittness

services +

entertainment &

culture + experiences

*What do they (really) want? Health? Happiness? Togetherness?

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Postmodern behaviour Transmodern behaviour

Sun, sea, sex, sand, “soup” Sustainability, ecologic, aesthetic,

Materiality Immateriality

Mass services and experiences Sustainable services and experiences

Fast tourism Slow-life tourism and travelling

Mass consumption Sustainable consumption and llfestyle

Experience and extreme tourism Green lifestyle industry

Service design Eco-service design

Global travel Glocal business

Case

Hotel of Tomorrow (2008)

Case

Meeting of Tomorrow 2009

Analysis of postmodern & transmodern

well-being phenomena

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Postmodern behaviour Transmodern behaviour

Busy, hectic, stressed life Slow life

A plenty of meetings, multi-channel life Smart meetings, smart time-consuming

Work work work Smart work

Dinner, beer, night life Trainings, fitness , sport

Short sleeps Good sleep

Quick experiences Unique experiences

Mass service Hand-tailored services

Global choices (Super)local thinking

”The most experience concept in wordl”

Owner of Hotel Hilton

Visualisation of Experience concept

Perfect Destination Cases Golden Peaks (Eco-city) & Santamus Rovaniemi (2009)

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Postmodern behaviour Transmodern behaviour

1 – 2 hour stay 6-10 hours experience dinner

No sauna + dinner + program Treatment + sauna + dinner + games + playing +

show

“Just a visit” Slowness & perfectness

“Just a stop” “Perfect Destination”

One sense Multisenses

Quick experiences Unique experiences

Mass services Hand-tailored services

Global choices (Super)local Thinking

Description of Selfness

Transmodern ME!

Sustainable pleasure-lover

Individual behaviour + social behaviour

*Looking for balance with work & leisure & nature

*Controlled lifestyle (enkreteia)

*Moderate and thinking (sofrosyne)

*Ecologic, aesthetic & ethic values

*Smart technology (Measured-life)

Transmodern consumer looking for selfness

Self- appersetation

Realization, Language

Exercise, feeling, thinking, sensing

(Mental)health, corporality ability to operate, being

Vision:

*Local

*Small-sized

*Smart

*Sustainable

*Eco-efficent

*Green

Pressures:

*Global

*Mass

*Consuming

*Wasting

From mass wellness tourism towards sustainable

selfness tourism

Same kind of goals

Maintaining and improving working ability

Treating (preventing) illnesses

Rehabilitation, exercise and training movements, dieting

Reviving one’s strength, charging one’s ”batteries”

Bathing, treatments and therapies, massages

Meditation and relaxation

BUT…

Analysis of transmodern destinations & selfness phenomena

Case: FUTUAeroport 2011-2015 *Travelzation & Servialization

*Service infrastructure 2020 (lounges, shops, bars, minispas, fitness centres, My-spaces)

Mood & Phood Cases: Finnish selfness center & Arctic Bar & Finnair lounge

Finnish super food bar

Sauna

Archipelago

(salt room)

Fenno ©

classes

Forrest

(Oxygen bar)

Best of Lapland

Ecovisionariness

*Trend analysis *Collection of corporate and

cultural phenomena

Green concepts & economy

Critical consumer spending research

Forecasting

Green theories

Training of Personnel

Projects

Initial experimentation and testing at destinations

Questionnaires, interviews, document analysis, work shops

*Ideas *Structuring *Constructing

*Services innovations *Eco-conceptualization

• Phenomenology • Contextuality • Social Constructiveness • Activity based • Case study based

*Applying the theory praxis *Forecasting

*Business & customer insight & foresight *Cases & action research in wellness tourism

Operational environment, cultural, customer and personnel analysis

Selfness consumer in ”Perfect destination”

*Eco-efficient constructions *Green constructions *Eco brands

Summary & conclusions

Transmodern ME in social environment

StressFree Café (2004)

Finnish destinatiosn & Estonian spas as a perfect destination ‘EcoSpace OF FLOWS’

SUSTAINABLE DEVELOPMENT

Holding/improving eco-competitiveness

Ensuring the sustainable

economic base

Balancing different functions

Ensuring residents’ quality of life

Ensuring ecology

THE ROLE OF TRANSMODERN TOURISM : HOW TO COMBINE GREEN STRATEGIES?

DEVELOPING PERFECT

DESTINATION: From postmodernity

towards transmodernity

Transmodern

selfness services in perfect destination

Happy employees

VIRTUAL MOBILITY SPATIAL MOBILITY

Green visitors

Selfness tourists

Customer moods

Slow tourism

Local residents

eMarketing communication

Green investments

Green management, eco-innovations

Culture

Sustainable business ideas

Hospitality know how

Educational, developmental and research organizations

Industry-related municipal, ministerial and EU authorities

Lobby organizations

Perfect

Destination = Cases of

social industry

Catering industry

Shipping Services industry

Travel agency industry and travel organizers

Activity services industry

Wellness, health, sports and beauty service companies

Culture and entertainment production

Retail

Sales, marketing, communications industries Media

Device, program and technology industries

Consumer products sales

Forest sector Nature

Construction industry

Agriculture Food products industry

Hotel industry

Event industry

Destinations Sights

Transmodern social Industry