CURRENT TRENDS ON THE WELLNESS TOURISM MARKET IN LIGHT OF SELECTED REPORTS ANALYSING THE EFFECTS OF THE COVID-19 PANDEMIC
Authors: Błotnicka Aleksandra , Górski Ziemowit , Jurasiński Dominik 
Published: July 2024

Purpose. The aim of the article is to analyse current trends in the health tourism (HT) sector, with particular emphasis on wellness tourism (WT) and the impact of the COVID-19 pandemic on the functioning of this sector.Method. The article is based on the use of several different research methods. Empirical research (questionnaire-survey) was carried out and the content of selected reports regarding trends on the health tourism market was analysed using a table and the so-called ‘word cloud’ technique. The whole paper is supplemented with literature studies, especially concerning analysis of the above-mentioned industry reports. Ten reports from various international institutions were subjected to detailed analyses (their list can be found in the ‘References’ section), which are devoted to examining trends in the wellness tourism market with regard to the effects of the COVID-19 pandemic on this segment of the tourism market. As part of our the authors’ research, 20 of the most important current trends were identified using the ChatGPT-4 tool. They were further subjected to preliminary analyses as part of a survey conducted among students of the University of Physical Education. in Kraków, both at initial and final stages of education (585 students from both B.A. and M.A. from each field of study).Results. As part of the conducted literature research, an increase in the global value of the wellness economy was identified, which is confirmed by the result of USD 5.6 trillion in global revenue for 2022, despite the earlier occurrence of the pandemic. The global scale of the disease influenced the spread of new trends among tourists related not only to maintaining mental health, leading a healthy lifestyle and the development of wellness tourism, but also trends connected with travel, technologies and the impact of sustainable development on wellness tourism. The present study (word cloud, questionnaire constructed on the basis of the ChatGPT-4 analysis addressed to students of the University of Physical Education in Kraków, and a table analysing selected reports and distinguishing trends), allows to indicate general consistency of the currently identified trends in the HT industry.Research and conclusions limitations. The study is based on available literature sources and research targeted at students of the University of Physical Education in Kraków, thus, the results may not fully reflect the diversity of the global HT sector. This limitation results from the narrow nature of the research and barriers related to cultural and geographical differences. It is desirable to conduct broader research involving a greater number of respondents.Practical implications. The conclusions indicate the need to adapt tourist offers to new trends and post-pandemic consumer expectations.Originality. In the article, data is integrated from various sources, offering a comprehensive view regarding the trends and impact of the pandemic on the HT sector as well as future directions of its development.Type of paper. In the article, the results of a literature review and the conducted empirical research are presented.