Territorial embeddedness in wellness tourism: a business perspective on wellness perceptions and place-based factors

Previous research has significantly contributed to the conceptual and regional understanding of wellness tourism; however, a notable gap exists in the literature concerning its business perspective. This study addresses this gap by exploring managerial perspectives on wellness and their interconnections with place-based factors, including local natural resources, cultural traditions, and historical development, which collectively influence wellness tourism offerings. A qualitative case study approach was employed, drawing insights from semi-structured interviews (n = 9) with wellness tourism managers in Lithuania. Thematic analysis reveals a nuanced understanding of wellness as a contextually grounded and socially constructed phenomenon, characterised by its multidimensionality, subjectivity, and self-directed nature. Findings reveal that wellness perceptions are deeply rooted in place-based factors, such as mineral water and spa traditions, reflecting local authenticity. Managers also emphasised both a distinction and the increasing integration between wellness and medical wellness. This study advances the theoretical discourse on territorial embeddedness by proposing that it serves not only as a source of place-based distinctiveness but also as a contextual framework through which global trends are locally interpreted and adapted. Consequently, this study contributes to the existing body of literature on wellness tourism and territorial embeddedness, while offering valuable insights for wellness tourism managers and destinations.