Integrative diversification of wellness tourism services in rural areas - An operational framework model applied to East Hokkaido (Japan)

A framework model for wellness tourism development in rural areas is developed in this paper, combining the concepts of integrative diversification, tourism product development, and an endogenous approach to innovation dynamics. Three spatial levels of wellness services are considered (establishment, destination, and the region where they are located) in order to identify the required resources, services to develop, stakeholders to involve, and a process to match the supply and demand in wellness tourism. The paper concludes with an exploratory application to the case of east Hokkaido (Japan), identifying crucial challenges for a diversification of wellness services based on the traditional onsen practices.