Readiness of the Population of the Vologda Region to Apply for Wellness Services: Marketing Research

The article presents the results of an aerobatic study of the readiness of residents of the regional center (Vologda) to apply for wellness services, implemented in January-March 2025. The relevance of the work is due to the contradiction: on the one hand, there is a steady increase in public interest in a healthy lifestyle, on the other hand, a shortage of information from consumers about the possibilities of obtaining wellness services in the region has been revealed. The analysis showed that the awareness of potential consumers about the wellness concept as a whole is quite high, but the readiness for regular consumption of services remains moderate. High cost, time pressure and lack of awareness dominate among the main factors driving the decline in interest in wellness services. The main drivers are the desire to improve health, the need for rest and social recommendations. The study revealed a clear hierarchy of preferences: traditional, «fast» formats of health improvement (sauna, massage, baths) and physical activity (swimming pool, exercise therapy) are in greatest demand. At the same time, niche practices (speleotherapy, detox, meditative techniques) remain in little demand — primarily due to skepticism and lack of information about their effects. Gender differences in preferences were noted: women are more likely to focus on SPA and rejuvenation, men — on sports activities and massage. The study shows that the potential of the regional wellness services market can be significantly increased provided that access barriers are systematically reduced and a healthy lifestyle culture is purposefully formed. The results of the study can be useful to market participants, regional authorities and health and tourism professionals.