Spa services and wellness activities within the surf tourism experience; the case study of Jersey, Channel Islands

ABSTRACT

This paper explores the feasibility of developing spa and wellness activities within the surf tourism experience in Jersey (Channel Islands) from the surf traveller’s perspective. Using this worldview, we evaluate a surf tourism offer in Jersey. Through an analysis of the lifestyle and attitudes of today’s surf traveller, we offer preliminary suggestions to marketers and surf lodge owners to capitalise on this unique target market. The conceptual position, that we term Swellness, refers to the perceived wellness dimensions and benefits of surfing. We identify that spa and wellness elements are feasible add-ons for surf product development. The study has also revealed an openness towards other wellness-related concepts, such as Surf Set Fitness or man­made wave surfing parks. Furthermore, the research has shown that wellness and personal responsibility for well-being are part of a surf subculture.

KEYWORDS:

• Surfing
• adventure tourism
• spa
• wellness
• surf tourism product development
• lifestyle sport

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Maria-Alexandra Iliuta holds an MSc in Spa Management from the University of Derby. She has been working within the hospitality and wellness industry for more than five years and has been a content editor for www.desprespa.ro, Health editor at Spa & Wellness Magazine and editor at Spa Business Magazine. She has also been a Health & Well-being Trainer for Wellness Corporate Programs implemented in corporations such as Lafarge, Unicredit Tiriac Bank, Pfizer, Elsaco Electronics, Good-days Therapy, Orange Romania, and so on. Moreover, she has also been a consultant for different spa business and salons in Romania, designing their marketing strategies. Recently, Alexandra has started Wellmopolitan.com, a wellness space for entrepreneurs within the beauty and spa field to find resources on how to open and promote and thrive in their business.

Peter J Wiltshier’s interest in community re-generation is borne out of an abiding concern for the role of the resident and host in local communities and the ways in which visitors and tourists are treated and accorded a welcome. His PhD by publication at the University of Derby is entitled, “Generating new knowledge concerning services shared by host and guest”. It is through some sense of unity, sharing services with co-production between host and guest, resulting in new capital in socio-economic outcomes. The research attests to the need for guardianship of these resources and services with a collective benefit to all stakeholders enriching the contested but shared space through the experience economy. He also holds a Master of Business Studies in Management, Massey University, Albany Campus, Auckland, New Zealand. He obtained his Bachelor of Arts (Geography) from the University of Auckland, New Zealand. Since 2004, Peter has been Programme Leader and Senior Lecturer at the University of Derby in Buxton. He is responsible for driving the experiential learning agenda for the University in tourism studies. He has conducted examination by viva-voce of two tourism-related Doctoral theses for the University of Derby. In 2013, he completed supervision of a fellow PhD student at the University of Derby. He is currently a member of the School Quality Committee. He is a current member of the Faculty Research and Research Degrees Committee; current member of the Validation Audit & Review Standing Panel. He is a current reviewer for the Journal of Destination Marketing & Management, a reviewer for the Journal of Tourism Management and a reviewer for the International Society of Travel & Tourism Educators (ISSTE).