Annakaisa Ahtiainen about Peurunka

1. Annakaisa Ahtiainen, Hanna Vehmas& ArjaPiirainen
16.9.2014

2. Background information
Research objectives
Research results
Implementation

3. 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

4. Spa hotel and rehabilitation center
Strong traditions in veteran rehabilitation
Investments in renovation of the facilities and services

5. 1. To findout whatis the meaningof physicalactivityand healthto the customersof Peurunka
2. To findout whatkindof customerprofilestherearein Peurunka
3. To findout whatkindof perceptionsthe customershaveaboutwellbeingand discusshowto implementitinto practice
4. Producenew informationon wellbeingtourismresearch

6. Questionary: etnosurvey
◦Customersof Peurunka
◦Since2011
◦N=755 (Finnish)
◦N=75 (Russian, data collectioncontinues)
Themeinterviewsspring2013
◦Rehabilitationcustomers
◦Recreationaltourists
◦Work-wellbeingcustomers

7. Semi-structuredthemeinterviews(n=14 18 ppl)
Rehabilitation(n=5)
Recr. tourists(n=7)
Work-wellbeing(n=6)
Phenomenology
Hermeneuticcontentanalysis
Typology

8. •6 wellbeingtypes
•Differencesbetweencustomerprofiles
•Negative connotationtowardsphysicalactivity

9. Wellbeingtype
The mainsources of wellbeing
Sociallyoriented
Relationships, family, children, friends, colleagues, social inclusion
Physicalactivity - oriented
Physical activity, nature
Work-oriented
Work related factors and people
Moneyand Service -oriented
Income, consuming products and services
Healthoriented
Health, sleep/rest, nutrition,holistic view
Recreation- oriented
Internet, media, entertainment,electronics, home decoration, food and drink related

10. “…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

11. 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.

12. •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.”

13. 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.”

14. 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!”

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

16. Rehabilitees
Recreational tourists
Work-wellbeing customers

17. 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