Engaging with a healthy tourism “offer”: strategies to improve place perceptions

Abstract

Purpose The purpose of this paper is to explore how engagement with a healthy tourism “offer” could improve place perceptions through the development of collaborative strategies to promote a well-being destination. Design/methodology/approach This paper takes a constructivist grounded theory approach drawing on semi-structured interviews conducted with local members of the council from public health and tourism teams, in a seaside town in the South of England. Findings Study findings indicate that the historical roots of the town’s creation have a bearing on the current planning challenges and strategies. Findings confirm that collaborative strategies to engage with a healthy tourism “offer” will improve place perceptions and promote a well-being destination. Research limitations/implications This paper concludes that strategies to engage with a healthy tourism offer include interventions to curb alcohol consumption, regenerate areas and promote eudaemonic well-being – which could ultimately improve place perceptions. Originality/value This paper proposes that the development of strategic alliances bridged through the construct of well-being could improve place perceptions and promote a well-being destination.