Guided Forest Bathing as a Wellness Resort Experience: Immediate Outcomes, Guest Heterogeneity, and Implications for Service Design

Guided forest bathing is increasingly incorporated into resort wellness portfolios, yet tourism evaluations often report average programme outcomes without examining how guests differ at entry or what the findings imply for product and service design. This prospective one-group pre–post field study examined a three-day guided forest bathing programme delivered as part of the organised wellness offer of a forest-rich Northern Adriatic resort. Of 150 enrolled adults, 132 provided matched questionnaires. Six study-specific experiential and relational dimensions were assessed before and after the programme: nature connectedness, restorative perception, sensory awareness, environmental-ethical sensitivity, planetary health orientation, and intention to continue nature-based self-care. All six post-programme scores were higher after Holm adjustment. The largest standardised differences were observed for sensory awareness (mean difference = 0.91, Cohen’s dz = 1.42), restorative perception (mean difference = 0.61, Cohen’s dz = 1.17), and future nature-based self-care (mean difference = 0.59, Cohen’s dz = 1.04). Change in sensory awareness correlated with change in restorative perception (r = 0.62) and nature connectedness (r = 0.58). Previous nature contact, nature-related hobbies, and spiritual-existential orientation predicted baseline nature connectedness, whereas integrative health orientation, wellness self-care, spirituality, and expectations predicted baseline future self-care. In baseline-adjusted models, lower previous forest contact was associated with higher post-programme sensory awareness. Because the study had no control group, these differences cannot be attributed specifically to guided forest bathing rather than to the wider resort stay, time away from routine, recreation, social interaction, expectancy, or repeated measurement. Co-created restorative value is proposed only as an interpretive framework and was not measured as a construct. For tourism and hospitality management, the findings generate testable decisions concerning guest onboarding, adaptive facilitation, guide training, expectation management, and the development of low-infrastructure nature-based wellness products.