Analysis of Templestay Components as Wellness Tourism Resources: Focus on Segmentation of Templestay Participants Based on Wellness Perception

Purpose: The purpose of this study is to analyze the components of Templestay from a wellness perspective, based on an understanding of the participants. By doing so, the study aims to evaluate the value of Templestay as a wellness tourism resource and derive relevant implications. Methods: A survey was conducted among Templestay participants, yielding a sample size of 201 responses. Through cluster analysis of the sample data, Templestay participants were segmented based on their level of wellness perception. Subsequently, an Importance-Performance Analysis was conducted on the Templestay components for each segmented group. By comparing the analysis results across the groups, differences in the perception of the Templestay components were identified. Results: Templestay participants were categorized into three distinct groups based on their level of wellness perception: the Wellness Enjoyment Group, characterized by a very high level of wellness perception; the Wellness Pursuit Group, which exhibited a high level of wellness perception; and the Wellness Indifference Group, which demonstrated an average level of wellness perception. Statistical analysis revealed significant differences among these groups regarding their perceptions of Templestay components. A comparison of the Importance-Performance Analysis across the groups highlighted clear distinctions. Conclusion: This study differs from prior research by confirming the value of Templestays as wellness tourism resources through participant segmentation and analysis of Templestay components. Furthermore, the findings suggest practical implications, indicating the need for investment and improvements in Templestay facilities.