WELLNESS TOURISM IN UBUD. “A QUALITATIVE APPROACH TO STUDY THE ASPECTS OF WELLNESS TOURISM DEVELOPMENT”

This study aims to describe the aspects of wellness tourism development in Ubud. Adopted from Corbin theory (2006) which states the body, mind and spirit as part of the five dimensions of wellness, namely physical wellness, emotional wellness, social wellness, intellectual wellness, and spiritual wellness, authors would therefore to identify product wellness, wellness activities, wellness dimension and life cycle of development of wellness tourism in Ubud. This study uses qualitative research methods, starting with literature studies related research about wellness tourism and in-depth interviews with wellness service providers in Ubud. In this study, the authors reviewed the literatures and analyzed the information collected from eight wellness service providers. The eight informants are determined by considering the type of wellness service scale such as spa resorts, health resorts, retreat centers, and wellness centers, located in Ubud. The results showed that wellness tourism in Ubud had fulfilled aspects and dimensions of wellness. This is reflected from the identification which was resulted where the highest-demanded wellness products in Ubud, namely yoga retreats, meditation retreats, spiritual retreats, detoxes and spa resorts. While wellness activities in Ubud are considered more relevant to BalineseHinduism lifestyles such as customs, cultural-religion activities and valuable-local knowledge of Balinese herbs in which are part of the wellness experience offered in Ubud. While in the terms of phase of development, the current situation of wellness tourism stays in development phase.


INTRODUCTION
Based on a study conducted by the Global Wellness Institute, the development of wellness tourism throughout the world has getting increased. In terms of expenditure, it grew from US $ 563 billion in 2015 to US $ 639 billion in 2017. Moreover, the number of trips it has also increased. In 2017 the number of wellness tourism trips reached 830 million trips, in contrast to 2015 which previously only had reached 691 million trips (Youngman, 2018). This statistical phenomenon, has prompted several destinations around the world begin to define themselves as wellness tourism destinations with their own local uniqueness.
https://jbhost.org This makes Ubud, Bali become one of the popular destinations in Asia for a wellness tourism destination (2017)(2018).
Currently, the development of wellness tourism has also ignited the attention of Ministry of Health of Indonesia who also consolidate with Ministry of Tourism of Indonesia to develop international health based tourism in Indonesia (Kementerian Pariwisata, 2017). According to them, this type of tourism emphasized two types of activities namely medical tourism and wellness tourism. Medical tourism is a trip for treatment, involving medical measures, or other health checks, usually it is done by sufferers of diseases or abnormalities in health conditions with activities such as surgery, dialysis, etc. Meanwhile, wellness tourism is a trip for maintenance, recovery of physical and mental health which performed by healthy people, not suffering from an illness, or people who are recovering with activities such as spa, reflexology, fitness massage, yoga, meditation, etc.
The purpose of this article is to identify the characteristics, the activities and the dimension of wellness according to Corbin theory (2006) which states the body, mind and spirit as part of the five dimensions of wellness. This article also try to determine the phase of development by adopting the tourism area life cycle model (Butler, 1980). Dunn (1959) firstly, defined and published the concept of wellness which emphasizing the importance of body, mind and spirit combination. According to him, health is not about the absence of illness and stress but the presence of purpose in life, satisfaction in life, work and play, happy relationships, a healthy body, a good environment, and the presence of happiness (Dunn, 1959). Smith & Kelly (2006) which stated that wellness is generally used to interpret the balance between body, mind, and spirit that results in a feeling of overall well-being. While wellness tourism according to Smith & Kelly (2006) explained that wellness tourism is a type of tourism that offers a variety of activities and / or treatments to maintain, develop and improve body, mind, and spirit. Likewise Smith & Puczkó (2009) who explained the spectrum of health tourism consists of a series of health tourism products and facilities. They classify health tourism into two namely medical tourism and wellness tourism.

Figure 1 5 Dimensions of Wellness
Source: Corbin et al. (2006) Based on Figure 1, Corbin et al. (2006) shows that there are five dimensions to achieving overall wellness through wellness dimensions. The five dimensions of wellness are as follows: emotional, spiritual, physical, social and intellectual. To achieve a balance of body, mind, spirit, each of these dimensions has their respective roles where it is influenced by each individual in maintaining and achieving wellness.

Figure 2 Mind, Body and Spirit: Dimension of Wellness
Source: Corbin et al. (2006)  Researchers note that wellness is a lifestyle choice characterized by a balance of body-mind-spirit. The balance referred to in this case is the balance of the body or physical wellness; mind or social wellness, emotional wellness, intellectual wellness; and spirit or spiritual wellness, which are the three main aspects that are important in wellness. Where each of these aspects and dimensions are interrelated with one another. Researchers note to achieve a balance of the three aspects of body, mind, spirit, each of these dimensions has a different role and it depends on how each individual prioritizes his health.
In terms of wellness traveler, Global Wellness Institute (GWI) divides wellness traveler into two types of tourists, namely; 1) Primary Wellness Traveler in this case tourists who make health (wellness) as the only destination and driving factor in choosing their trip and destination; 2) Secondary Wellness Traveler in this case tourists who strive to maintain health (wellness) during a trip, or in this case those who participate in finding health experiences when doing all kinds of travel both on vacation and business.

METHODOLOGY
This research was conducted in August to September 2019. 8 wellness service providers were sampled purposively according to the scale of business such as spa resorts, health resorts, retreat centers, and wellness centers. Open and Closeended interviews were conducted to 8 wellness service providers. Based on literature studies and related research to wellness tourism and close-ended interviews this research will analyze the characteristic, the activities, the dimension and the phase of development. The data analysis technique used in this study is the qualitative analysis data of Miles & Huberman (1994) with following three methods in qualitative data analysis, namely data reduction, data presentation, and drawing conclusions / verification.

RESULTS AND DISCUSSION
Based on the results of interviews conducted with informants of the wellness service providers in Ubud, it shows that currently there are 21 variant products available consisting of body, mind, or spirit treatments. For the body aspect, the highest demand treatment with the score respectively is Yoga Retreat (39), Resort Spa (33), Detox (33), Health Resort (19), Wellness Centre (17), Ayur Vedic (15). On the other hands, for mind treatments, the highest number of score are Music Therapy (29), Stress Release (23), Emotional Detox (19). While, for the spirit treatment, the highest score are Meditation and Spriritual Retreat with score 38 and 37 respectively. Source: Interviews and check list with informants (2019) From the results of interviews conducted with informants, it can be seen that each provider has a different model of activity or uniqueness between sait and others. From the table bellow, it can be seen that wellness activities in Ubud were considered more relevant to the daily lifestyle of the Balinese culture, especially the spirit, customs, tradition of Balinese-Hinduism. Moreover, the local valuable knowledge of traditional Balinese herbs is also offered to provide a quality wellness experience.

The Interrelation Between Characteristic, Activities and Dimension of Wellness di Ubud
Based on Table 4 bellow, it can be explained that the characteristic of wellness products that are in demand in Ubud are yoga retreats, meditation retreats, spiritual retreats, detoxes, and spa resorts. Table 4 shows that wellness products in Ubud are dominated by retreats. Yoga retreats, meditation retreats, and spiritual retreats are retreats that have become a form of wellness product program in Ubud that are in demand besides detox and spa resorts.
Most of these demands are attracted with a desire to ask a fully packaged service that can meet the aspects and dimensions of the wellness, in this case how to get some practices combination of body, mind and spirit.

Body-Mind-Spirit Wellness Tourism di Ubud
Based on the results of data analysis from this study, it can be concluded that the definition of wellness which is defined as the balance of body, mind, and spirit has now been fully implemented in Ubud, which is explained in Figure 4 below.

Figure 3 Dimension of Wellness di Ubud
Source: Synthesis of information from informant (2019) Based on Figure 4 above, it can be seen that Ubud has fulfilled the five dimensions of wellness determined by Corbin (2006), which states that there are five main dimensions of wellness, namely physical wellness, emotional wellness, social wellness, intellectual wellness, and spiritual wellness for achieve balance of https://jbhost.org body, mind, and spirit. Overall, the wellness in Ubud has fully fulfilled the aspect of body, mind and spirit in which the three aspects are reflected in the five applications of the current dimensions of wellness. The aspects of body, mind, and spirit are very important in interpreting wellness as a whole. The aspects of body, mind, and spirit determine the success of the wellness itself. Broadly speaking, the wellness service provider has implemented three aspects and the five dimensions (dimensions of wellness) in which each dimension is applied in different ways.

The Life Cycle of Wellness Tourism in Ubud
To determine the development phase of wellness tourism in Ubud, open interviews were also conducted with 8 informants to find out the history of the development of wellness tourism in Ubud. The narrative description of the informants will then be matched with the indications explained in Butler's theory at each phase.

2017-Now
Interview with Thomas Bagus, on July 2, 2019 "Wellness centers start to be exist in Ubud (wellness centers, health resorts, wellness resorts) and offer wellness in one complete package (retreat program: treatment, meal, accommodation, excursion, etc.)." (2017) "The growing trend of healthy lifestyles open the diversity of restaurants that offer more ecofriendly food such as gluten free, raw, plant-based, ranging from simple "warung" eating place to fine dining restaurant in Ubud (2017) As for the outline, the description of the development of wellness tourism in Ubud can be seen in Figure 3 below.

Figure 4 Wellness Tourism Phase in Ubud
Source: Synthesis of information from informant (2019) based on Butler theory

Exploration (1990-1995s)
The emergence of wellness tourism industry in Ubud begins with the development of Spa in Bali. Since the end of 1990s this industry has developed rapidly and brought the initial concept of wellness tourism modernly in the island include Ubud. It can be remarked that the terms of wellness has existed since 1995s in Ubud where there were many Spa started offering various types of treatments. However the terms of wellness was not defined specifically at that era, the Spa product has introduced the existence of wellness tourism in Ubud.

Involvement (2000-2006s)
Wellness product increased significantly in 2000s. At that time wellness businesses service providers with various type were are mushrooming throughout Ubud. Despite the large number of service providers were existed, however they were still managed traditionally. Since the demand has increased, then wellness tourism in Ubud began to develop in 2002 and was offered in complete package from accommodation, retreat to excursion. In terms of recognition, in 2006s especially after the circulation of the book Eat, Pray, Love, the growth of wellness became very rapid. This book affects the development of wellness tourism in Ubud and also promotes the existence of Balinese Traditional Healer or also known as "Balian Bali". These phenomenon is considered as the second phase of cycle, which can be marked by the participation of Balian Balinese (Balinese Traditional Healer) and wellness service providers on a local scale.

Development (2007-present)
By the growth of various wellness providers in Ubud which began from the previous year, the wellness service providers are managed more attractive, commercial and professional. These can be remarked by the growth numbers of various types and business scale of wellness providers (not limited to Spa) such as retreat center, wellness center, wellness resort, and health resort. In 2008, the Bali Spirit Festival also strengthened the position of Ubud, Bali as a wellness tourism destination. Since then, vegan, vegetarian, eco food, and gluten free restaurants have begun to emerge. Furthermore, the Eat, Pray, Love movie which was adapted from the novel with the same title making the Ubud increasingly known as a wellness center in Bali.
In line with its development, in 2017 the Ministry of Tourism and the Ministry of Health of Indonesia have agreed on a Memorandum of Understanding on the Development of Health Tourism with two main focuses, namely medical tourism and wellness tourism (2017). The Ministry of Tourism and the Ministry of Health's agreement covers the coordination and harmonization of policies and programs in the development of health tourism, quality improvement, promotion development, community empowerment, data exchange and information, integrated monitoring and evaluation related to the development of health tourism.
Based on the Memorandum of Understanding, it can be assessed that the development of wellness tourism is starting to become a concern of stakeholders because it is considered in accordance with the government's target in terms of bringing quality tourists. This can be seen from the length of stay of tourists and how much tourists spend.

CONCLUSION
The aspects of body, mind, and spirit are the three main aspects that are most appropriate for use in describing the meaning of wellness as a whole. To maintain or achieve optimal wellness requires a balance of body, mind, and spirit and fulfill the dimensions within. Wellness consists of several dimensions that are interrelated and influence each other. There are five dimensions of wellness, namely body, or physical wellness; mind, or emotional wellness, social wellness, and intellectual wellness; and spirit, or spiritual wellness.
The characteristics of wellness products in Ubud currently are considered more diverse. The diversity of wellness products referred to in this case is reflected in the wellness products that are in great demand in Ubud, namely yoga retreats, meditation retreats, spiritual retreats, detoxes, and spa resorts. Yoga retreat, meditation retreat, spiritual retreat are wellness products that are in great demand and have fulfilled all three aspects of wellness namely body, mind, and spirit. While detox and resort spas are wellness products that meet both aspects of wellness, body and mind. The characteristics of wellness activities in Ubud are considered more relevant to the daily life, customes, tradition of the Balinese-Hindusim. Beside that, wellness experience offered in Ubud is also enriched with the local knowledge of traditional Balinese herbs. Therefore, it can be concluded that the wellness tourism in Ubud now, has fulfilled the dimensions in wellness.
While in the terms of development phase, currently Ubud can still be said to be staying in the development phase. Although the development of wellness tourism began a long time ago, the results of interviews conducted and literature research indicate that the demand for wellness tourism as an alternative tourism is still quite high. In addition, the diverse variety of activities offered also makes the atmosphere of wellness tourism in Ubud still competitive between the service providers and the forms of activity.