Exploring Well being as a Tourism Product Resource
This study employs a qualitative research approach where focus groups (n 11) with key stakeholders were used to understand how tourism investors view the concept of well being in relation to tourism and the potential to use it as a tourism product resource. Findings validated by a wider group (n 50) exposed the barriers and enablers of implementing well being in this way. The potential for businesses and policymakers to transform these barriers into enablers was also identified. In addition, study findings were mapped onto a robust model extracted from the public health sector and applied in a tourism context using a systems theory approach. This further highlighted the potential offered to the fields of public health and tourism in the concept of well being, and demonstrated the well being value of tourism. Data from this research will aid tourism business practice and development by embedding a well being philosophy for tourism destinations' strategies.