Introducing a conceptual model for wellbeing tourism – going beyond the triple bottom line of sustainability

Abstract

ABSTRACT The need to re-envision alternative paradigms in tourism is becoming evident with the increasingly experienced climate change and degradation of life supporting ecosystem services, to which the tourism industry has a significant adverse contribution. Could tourism be re-envisioned to bring positive effects on social, environmental and individual wellbeing? In this paper, we present the outcome of an extensive literature review and a cross-border post card workshop with researchers and tourism officials. Drawing on this, a conceptual framework of a comprehensive, relational idea of wellbeing tourism is proposed, that extends beyond our current notion of sustainability and the widely used and accepted triple bottom line model (TBL). The suggested model proposes a shift from focusing on sustainability alone, to giving increased attention and value to integral health and to life quality. The paper highlights that wellbeing tourism can only truly be reached when all its suggested six pillars are fulfilled in a relative balance among the community related external ones (environment, economy, social; “sustainability”) and those that may be experienced as individual (body, mind, soul). The importance of wellbeing tourism supporting a society with the governing characteristics of happiness, harmony, and abundance, building collaborative and regenerative systems are emphasised.