From Ritual to Renewal: Templestays as a Cross-Cultural Model of Sustainable Wellness Tourism in South Korea

Bradley S. Brennan and Daniel Kessler ()
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Bradley S. Brennan: School of Business, Inha University, Incheon 22212, Republic of Korea
Daniel Kessler: Department of Global Business Administration, Dongseo University, Busan 47011, Republic of Korea

Sustainability, 2025, vol. 17, issue 14, 1-28

Abstract: Templestay programs in South Korea represent a unique convergence of Buddhist ritual, cultural immersion, and wellness tourism. While often treated as niche cultural experiences, their broader significance within sustainable wellness tourism remains underexplored. This study examines participant reflections from the Beomeosa Templestay program through thematic analysis of over 600 reviews sourced from TripAdvisor, Google Reviews, and handwritten guestbooks. Using a triangulated framework combining Grounded Theory, Symbolic Interactionism, and the Wellness Tourism Model, the research identifies four recurring experiential themes: spiritual development, emotional healing, cultural immersion, and conscious consumption. Findings reveal cross-cultural variations: non-Korean participants emphasized spiritual exploration and cultural learning, while Korean participants prioritized emotional renewal and reconnection with heritage. Yet, across all groups, participants reported transformative outcomes, including heightened clarity, inner calm, and enhanced self-awareness. These results suggest that Templestays serve as accessible, culturally grounded wellness retreats that align with rising global demand for intentional, mindful travel. This study contributes to sustainable tourism scholarship by framing Templestays as low-impact, spiritually resonant alternatives to commercialized wellness retreats. Practical recommendations are offered to expand participation while maintaining program authenticity and safeguarding the spiritual and cultural integrity of monastic hosts in an increasingly globalized wellness landscape.

Keywords: Templestays; spirituality; cultural tourism; experience economy; wellness tourism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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