CONNOTATION FACTOR MODEL OF HEALTH AND WELLNESS TOURISM AND ENTERPRISE DEVELOPMENT PATH: GROUNDED THEORETICAL RESEARCH BASED ON CONSUMER PERSPECTIVE

Abstract

In this paper the connotation factors of health & wellness tourism in China are systematically explored, based on the grounded theoretical methods and from the perspective of consumers. Then, the connotation factor model is constructed. The model reveals that the connotation of health & wellness tourism consists of objective environmental factors and subjective perception factors. Objective environmental factors include four main categories: good living conditions, medical and health conditions, ecological climate environment and harmonious humanistic social environment, while the subjective perception factors include two main categories — spiritual pleasure and humanized service. This study provides targeted implementation paths for health & wellness tourism enterprises in part of formulating scientifically grounded development plans and strategies.