Wellness Tourism Experiences and Tourists’ Satisfaction: A Multicriteria Analysis Approach

Vasiliki Karagianni (), Petros Kalantonis, Paris Tsartas and Despina Sdrali
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Vasiliki Karagianni: Department of Economics and Sustainable Development, School of Environment, Geography and Applied Economics, Harokopio University, Eleftheriou Venizelou av. 70, 17676 Kallithea, Greece
Petros Kalantonis: Department of Tourism Management, School of Administrative, Economics and Social Sciences, University of West Attica, Egaleo Park Campus, Agiou Spiridonos str., 12243 Egaleo, Greece
Paris Tsartas: Department of Economics and Sustainable Development, School of Environment, Geography and Applied Economics, Harokopio University, Eleftheriou Venizelou av. 70, 17676 Kallithea, Greece
Despina Sdrali: Department of Economics and Sustainable Development, School of Environment, Geography and Applied Economics, Harokopio University, Eleftheriou Venizelou av. 70, 17676 Kallithea, Greece

Tourism and Hospitality, 2025, vol. 6, issue 4, 1-23

Abstract: The present study explores the determinants of tourist satisfaction within the context of wellness tourism in Greece, an emerging segment of the tourism industry that emphasizes holistic well-being. The aim was to assess the overall satisfaction of wellness tourists, identify the relative importance and performance of satisfaction dimensions, and offer insights for service improvement. A structured questionnaire was administered to 487 wellness tourists during the summer of 2024, and the data were analyzed using descriptive statistics and the Multicriteria Satisfaction Analysis (MUSA) method. The results revealed a high overall satisfaction level (90.4%), with physical and spiritual well-being activities contributing most significantly to the satisfaction structure. In contrast, mind well-being activities scored the lowest in satisfaction, despite being rated highly in importance, suggesting a service gap. Improvement analysis indicated that mental and spiritual well-being activities are high-impact, low-effort areas for enhancement. Demographic data further highlighted that wellness tourists are typically young, educated and economically active women. The findings suggest the need for more personalized, holistic offerings and point to the potential integration of wellness and medical tourism services. The study offers practical implications for wellness providers and destination managers and identifies future research directions related to satisfaction dynamics and health-oriented tourism strategies.

Keywords: wellness tourism; tourists’ satisfaction; multicriteria analysis; Multicriteria Satisfaction Analysis (MUSA) method (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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