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Annakaisa Ahtiainen about Peurunka
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Annakaisa Ahtiainen, Hanna Vehmas & Arja Piirainen
16.9.2014
Background information
Research objectives
Research results
Implementation
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
Spa hotel and rehabilitation center
Strong traditions in veteran rehabilitation
Investments in renovation of the facilities and services
1. To find out what is the meaning of physicalactivity and health to the customers of Peurunka
2. To find out what kind of customer profilesthere are in Peurunka
3. To find out what kind of perceptions the customers have about wellbeing and discusshow to implement it into practice
4. Produce new information on wellbeingtourism research
Questionary: etno survey◦ Customers of Peurunka
◦ Since 2011
◦ N=755 (Finnish)
◦ N=75 (Russian, data collection continues)
Theme interviews spring 2013◦ Rehabilitation customers
◦ Recreational tourists
◦ Work-wellbeing customers
Semi-structuredtheme interviews(n=14 18 ppl) Rehabilitation (n=5)
Recr. tourists (n=7)
Work-wellbeing(n=6)
Phenomenology Hermeneutic
content analysis Typology
• 6 wellbeing types
• Differencesbetweencustomer profiles
• Negative connotationtowards physicalactivity
Wellbeing type The main sources of wellbeing
Socially oriented Relationships, family, children, friends,colleagues, social inclusion
Physical activity -oriented
Physical activity, nature
Work-oriented Work related factors and people
Money and Service -oriented
Income, consuming products and services
Health oriented Health, sleep/rest, nutrition, holistic view
Recreation -oriented
Internet, media, entertainment, electronics, home decoration, food and drink related
“…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
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.
• 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.”
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.”
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!”
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 papers and
surfing online… If I want to treat myself, I watch TV and drink some cognac.”
Rehabilitees
Recreational tourists
Work-wellbeing customers
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