Perceptions of Complementary Wellness Activities amongst Consumers, Non-Consumers and Suppliers
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- Master's theses (SV-NHS) 
The thesis focuses on yoga, meditation and mindfulness, characterized as ‘complementary wellness activities,’ within the framework of wellness businesses in Norway. The penetration of complementary wellness activities in western societies have received considerable attention in literature. However, having been embedded in eastern traditions, complementary wellness activities face perceptual modifications in the west, which have not yet been fully explored. Hence, this thesis investigates perceptions of consumers, non-consumers and suppliers of complementary wellness activities through semi-structured interviews whilst employing a qualitative research methodology. The discourse is analyzed through the application of interpretative phenomenological analysis. Findings from this study indicate that a need for stress relief and restoration creates a demand for alternative wellness. Contrarily, the lack of awareness of the benefits of complementary wellness activities as well as low stress levels hinder participation whilst acting as deterrents for non-consumers. Since perceptions have implications on purchasing behavior, suppliers of wellness offers must identify the negative stereotypes and address the perceptual gaps in order to widen the market segment for complementary wellness activities, thus enhancing profitability and sustainability.
Master's thesis in International Hospitality Management