Yoga Tourism as a Niche within the
Wellness Tourism Market

Yoga tourism has emerged and grown with the ‘travel to feel well’ trend. This study explored this under-researched market by interviewing and surveying a group of yoga retreat participants in central Indiana, USA. This research, while exploratory in nature, delineated the socio-demographic and motivational characteristics of yoga tourists and provided empirical evidences that an individual’s involvement level with yoga, physical health as well as mental well-being positively contribute to the propensity to travel for yoga. The findings bear practical relevance for tour operators and destinations that are trying to develop niche travel markets by tapping into the growing special-interest tourism market. This research provides a good baseline for future research on the yoga tourism phenomenon.

Keywords: yoga tourists, special-interest tourism, health and wellness tourism, involvement, well-being.