Mindful escapes: Unveiling the transformative wellness journeys of generation Z

Wellness tourism has emerged as a prominent source of healing and stress relief, significantly enhancing the tourist experience. This present study aims to analyze the mindfulness journey of Generation Z (Gen Z) during their visits to wellness centers. Semi-structured interviews were conducted with eligible participants who had spent a week or stayed longer at wellness centers or retreat spots, and data was collected using purposive sampling techniques. Data analysis was performed using NVivo (14), employing thematic and content analysis methods to achieve research objectives. The study identifies five key factors influencing the mindfulness experience at wellness centers: spirituality, nature connectedness, focus mind, self-awareness and thoughts regulation. The findings contribute to understanding the emerging market segment, i.e., Gen Z, and their mindfulness experience during visits to wellness centers. Furthermore, the study offers theoretical insights into the factors that shape Gen Z's experiences while visiting wellness centers, enabling service providers to enhance their offerings and ensure better tourist experiences according to the preferences of Gen Z tourists.