Differences in the concept of wellness and its materialisation in service offering: a multiple case study from Eastern Finland, Russian Karelia, and Lithuania

ENThis paper examines the conceptions of wellness tourism among wellness enterprises, investigating how wellness tourism is materialised in their service offering. This multiple case study encompasses Eastern Finland, Russian Karelia, and Lithuania. First, the study indicates the main differences in the concept of wellness, proposing that regulation, history, traditions, and natural resources can impact the understanding of wellness. Second, the findings show that spas play a central role in wellness tourism, being used to offer added value and marketing strategies. Third, it discusses the merging of the line between purely wellness or medically oriented institutions. The study concludes with suggestions for businesses to focus on the unique destination-specific elements that can increase competitiveness and to take different customer segments into account when planning facilities and designing marketing strategies.