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From Wellness towards Selfness 
14.9.2014 
1 
A concept analyses
Social Industry = Philoxenia + Transmodernity + Perfect destination 
V.A. Heikkinen 
Principle lecturer, service innovations 
Food, selfness & experience researcher 
University of HAAGA-HELIA Applied Sciences 
vesa.heikkinen@haaga-helia.fi 
+ 358 40 5781569 
Facebook: Vesa A. Heikkinen 
Chef, waiter, bartender, home economics teacher, future researcher, Doctor of Pedagogy 28 years experience of hospitality industry InnoCatering, meeting of tomorrow, FUTUAeroport, service technology
The structure of the presentation 
Backround Post- & transmodern 
Action research & cases services 
SELFNESS 
Post- & 
transmodern Perfect 
customer destination
Backround of this study 
*18 innovative & futuristic business projects in Finland and Estonia in 2003-2013 
*750 students 
*250 companies (hotels, spas, restaurants, cafées, shopping centres, aeroport, destinations) 
*Dynamic & non-linear business environment of tourism and hospitality industry in North-Europe 
*Phenomena & case studies: 
*Postmodern + transmodern consumer (2003-) 
*Wellness management training (2003) with Naantali Spa, Haaga-Perho & Pärnu College (2005) 
*StressFree Café (2004) 
*Travelzation & servialization (FUTUAeroport 2008-) 
*(Green) concept & (eco)product development (Perfect Destination 2009-)
Objectives 
Key objective: Define the Selfness and transmdconcept 
Sub-objective: Describe and inrepret the change of post/transmodern consumer who is searching for well- being and good fit 
Sub-objective: Describe the change of consumer behaviour from postmodernity towards transmodernity 
Sub-objective: Depict the postmodern & foresee transmodern phenomena in selfness culture and selfness consumption in Finnish destinations & estonian spas
Research questions 
What means Selfness concept? 
How the customer behaviour is changing from postmodernity towards transmodernity 
What are the key postmodern and transmodern phenomena in wellness culture and consumption in Finnish destinations and estonian spas 
How does Selfness is effecting in Finnish tourism and hospitality business?
Wellness/Selfness 
Markets in Finland 
& Estonia 
*Service production 
*Products, services 
*New Spaces 
*Tactics 
*Operations 
*Strategies 
Well-being & Fittness 
Insight & Foresight 
*Megatrends 
*Trends 
Customer 
Insight & 
Foresight: 
*Markets 
*Services 
*Products 
*Innovations 
*Eco 
*Technologic 
Data Collection = Action research + 
Business/Customer Insight & Foresight + 
Project cases
Contextual Action Research & Real Cases 
*Case studies + projects means: ”Cooking” & ”Cookbook”
(mini)seminars 
Blogs 
Games 
Action learning & research 
Future research 
Brainstorming 
Consulting 
Projects 
Best & next practices 
What If questions 
Kaizen 
Innovative workshops 
(Eco)service Design 
Trainings 
Future research metods 
Social media -learning 
Business Insight & 
Foresight 
Customer insight & foresight 
analysis 
Group works 
Workshops 
Systematic innovation 
Learning assignments 
Sales & marketing cases 
Problem based 
Learning 
Faciliitation 
Lectures 
Service Design cases 
Document analysis 
Lego serious play 
Learning Packages 
TV programs 
Innomarathons 
Study visits 
Webinars 
Critical 
discussions 
Business games 
Business Foresight 
Experience study vists 
Business cases
Well-being business insight & foresight 
•Cases: Estonian & Finnish spas 
•Dynamics & complexity of spas 
•Customer behaviour 
•Concept planning & design 
•Service development 
Trend analysis: 
*Comercializalitation of well- being = Wellness 
*Post- & transmodernity 
*Chameleon consuming 
*Hybrid-segments 
*Spa tribes 
*(Un)loyalty 
*Mobility + Digi-identity
Customer insight & foresight: Postmodern everyman & casual+ & luxury 
a) Needs 
b) Individuality 
c) Complexity: 
*Age complexity 
*Time complexity 
*Money complexity 
*Health complexity 
d) Mood: 
*tiredness, stress 
*busy, nervous 
e) Hybrid Consumption of treatments, fittness services + entertainment & culture + experiences 
*What do they (really) want? Health? Happiness? Togetherness?
14.9.2014 
12 
Postmodern behaviour 
Transmodern behaviour 
Sun, sea, sex, sand, “soup” 
Sustainability, ecologic, aesthetic, 
Materiality 
Immateriality 
Mass services and experiences 
Sustainable services and experiences 
Fast tourism 
Slow-life tourism and travelling 
Mass consumption 
Sustainable consumption and llfestyle 
Experience and extreme tourism 
Green lifestyle industry 
Service design 
Eco-service design 
Global travel 
Glocal business
Case 
Hotel of Tomorrow (2008) 
Case 
Meeting of Tomorrow 2009 
Analysis of postmodern & transmodern 
well-being phenomena
14.9.2014 
14 
Postmodern behaviour 
Transmodern behaviour 
Busy, hectic, stressed life 
Slow life 
A plenty of meetings, multi-channel life 
Smart meetings, smart time-consuming 
Work work work 
Smart work 
Dinner, beer, night life 
Trainings, fitness , sport 
Short sleeps 
Good sleep 
Quick experiences 
Unique experiences 
Mass service 
Hand-tailored services 
Global choices 
(Super)local thinking
”The most experience concept in wordl” Owner of Hotel Hilton Visualisation of Experience concept 
Perfect Destination 
Cases Golden Peaks (Eco-city) & Santamus Rovaniemi (2009)
14.9.2014 
16 
Postmodern behaviour 
Transmodern behaviour 
1 – 2 hour stay 
6-10 hours experience dinner 
No sauna + dinner + program 
Treatment + sauna + dinner + games + playing + show 
“Just a visit” 
Slowness & perfectness 
“Just a stop” 
“Perfect Destination” 
One sense 
Multisenses 
Quick experiences 
Unique experiences 
Mass services 
Hand-tailored services 
Global choices 
(Super)local Thinking
Description of Selfness 
Transmodern ME! 
Sustainable pleasure-lover 
Individual behaviour + social behaviour 
*Looking for balance with work & leisure & nature 
*Controlled lifestyle (enkreteia) 
*Moderate and thinking (sofrosyne) 
*Ecologic, aesthetic & ethic values 
*Smart technology (Measured-life)
Transmodern consumer looking for selfness 
Self- 
appersetation 
Realization, 
Language 
Exercise, feeling, 
thinking, sensing 
(Mental)health, corporality 
ability to operate, being 
Vision: *Local *Small-sized *Smart *Sustainable *Eco-efficent *Green 
Pressures: *Global *Mass *Consuming *Wasting
From mass wellness tourism towards sustainable selfness tourism 
Same kind of goals 
Maintaining and improving working ability 
Treating (preventing) illnesses 
Rehabilitation, exercise and training movements, dieting 
Reviving one’s strength, charging one’s ”batteries” 
Bathing, treatments and therapies, massages 
Meditation and relaxation 
BUT…
Analysis of transmodern destinations & selfness phenomena Case: FUTUAeroport 2011-2015 *Travelzation & Servialization *Service infrastructure 2020 (lounges, shops, bars, minispas, fitness centres, My-spaces)
Mood & Phood Cases: Finnish selfness center & Arctic Bar & Finnair lounge 
Finnish super food bar 
Sauna 
Archipelago 
(salt room) 
Fenno © classes 
Forrest (Oxygen bar) 
Best of Lapland
Ecovisionariness 
*Trend analysis 
*Collection of corporate and cultural phenomena 
Green concepts & economy 
Critical consumer spending research 
Forecasting 
Green theories 
Training of Personnel 
Projects 
Initial experimentation and testing at destinations 
Questionnaires, interviews, document analysis, work shops 
*Ideas 
*Structuring 
*Constructing 
*Services innovations 
*Eco-conceptualization 
• Phenomenology 
• Contextuality 
• Social Constructiveness 
• Activity based 
• Case study based 
*Applying the theory praxis 
*Forecasting 
*Business & 
customer insight & 
foresight 
*Cases & action research in wellness 
tourism 
Operational environment, cultural, customer and personnel analysis 
Selfness consumer in ”Perfect destination” 
*Eco-efficient constructions 
*Green constructions 
*Eco brands 
Summary & conclusions
Transmodern ME in social environment 
StressFree Café (2004)
Finnish destinatiosn & Estonian spas as a perfect destination 
‘EcoSpace OF FLOWS’ 
SUSTAINABLE DEVELOPMENT 
Holding/improving 
eco-competitiveness 
Ensuring the 
sustainable economic base 
Balancing different functions 
Ensuring residents’ quality of life 
Ensuring ecology 
THE ROLE OF TRANSMODERN TOURISM : HOW TO COMBINE GREEN STRATEGIES?
DEVELOPING PERFECT DESTINATION: From postmodernity towards transmodernity 
Transmodern selfness services 
in perfect destination 
Happy employees 
VIRTUAL MOBILITY 
SPATIAL MOBILITY 
Green 
visitors 
Selfness 
tourists 
Customer moods 
Slow tourism 
Local residents 
eMarketing communication 
Green investments 
Green management, eco-innovations 
Culture 
Sustainable business ideas 
Hospitality know how
Educational, developmental and research organizations 
Industry-related municipal, ministerial and EU authorities 
Lobby organizations 
Perfect 
Destination = Cases of social industry 
Catering industry 
Shipping 
Services industry 
Travel agency industry and travel organizers 
Activity services industry 
Wellness, health, 
sports and 
beauty service companies 
Culture and entertainment production 
Retail 
Sales, marketing, 
communications industries 
Media 
Device, program and technology industries 
Consumer products sales 
Forest sector 
Nature 
Construction industry 
Agriculture 
Food products industry 
Hotel industry 
Event industry 
Destinations 
Sights 
Transmodern social Industry

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From wellness to selfness V.A. Heikkinen

  • 1. From Wellness towards Selfness 14.9.2014 1 A concept analyses
  • 2. Social Industry = Philoxenia + Transmodernity + Perfect destination V.A. Heikkinen Principle lecturer, service innovations Food, selfness & experience researcher University of HAAGA-HELIA Applied Sciences vesa.heikkinen@haaga-helia.fi + 358 40 5781569 Facebook: Vesa A. Heikkinen Chef, waiter, bartender, home economics teacher, future researcher, Doctor of Pedagogy 28 years experience of hospitality industry InnoCatering, meeting of tomorrow, FUTUAeroport, service technology
  • 3. The structure of the presentation Backround Post- & transmodern Action research & cases services SELFNESS Post- & transmodern Perfect customer destination
  • 4. Backround of this study *18 innovative & futuristic business projects in Finland and Estonia in 2003-2013 *750 students *250 companies (hotels, spas, restaurants, cafées, shopping centres, aeroport, destinations) *Dynamic & non-linear business environment of tourism and hospitality industry in North-Europe *Phenomena & case studies: *Postmodern + transmodern consumer (2003-) *Wellness management training (2003) with Naantali Spa, Haaga-Perho & Pärnu College (2005) *StressFree Café (2004) *Travelzation & servialization (FUTUAeroport 2008-) *(Green) concept & (eco)product development (Perfect Destination 2009-)
  • 5. Objectives Key objective: Define the Selfness and transmdconcept Sub-objective: Describe and inrepret the change of post/transmodern consumer who is searching for well- being and good fit Sub-objective: Describe the change of consumer behaviour from postmodernity towards transmodernity Sub-objective: Depict the postmodern & foresee transmodern phenomena in selfness culture and selfness consumption in Finnish destinations & estonian spas
  • 6. Research questions What means Selfness concept? How the customer behaviour is changing from postmodernity towards transmodernity What are the key postmodern and transmodern phenomena in wellness culture and consumption in Finnish destinations and estonian spas How does Selfness is effecting in Finnish tourism and hospitality business?
  • 7. Wellness/Selfness Markets in Finland & Estonia *Service production *Products, services *New Spaces *Tactics *Operations *Strategies Well-being & Fittness Insight & Foresight *Megatrends *Trends Customer Insight & Foresight: *Markets *Services *Products *Innovations *Eco *Technologic Data Collection = Action research + Business/Customer Insight & Foresight + Project cases
  • 8. Contextual Action Research & Real Cases *Case studies + projects means: ”Cooking” & ”Cookbook”
  • 9. (mini)seminars Blogs Games Action learning & research Future research Brainstorming Consulting Projects Best & next practices What If questions Kaizen Innovative workshops (Eco)service Design Trainings Future research metods Social media -learning Business Insight & Foresight Customer insight & foresight analysis Group works Workshops Systematic innovation Learning assignments Sales & marketing cases Problem based Learning Faciliitation Lectures Service Design cases Document analysis Lego serious play Learning Packages TV programs Innomarathons Study visits Webinars Critical discussions Business games Business Foresight Experience study vists Business cases
  • 10. Well-being business insight & foresight •Cases: Estonian & Finnish spas •Dynamics & complexity of spas •Customer behaviour •Concept planning & design •Service development Trend analysis: *Comercializalitation of well- being = Wellness *Post- & transmodernity *Chameleon consuming *Hybrid-segments *Spa tribes *(Un)loyalty *Mobility + Digi-identity
  • 11. Customer insight & foresight: Postmodern everyman & casual+ & luxury a) Needs b) Individuality c) Complexity: *Age complexity *Time complexity *Money complexity *Health complexity d) Mood: *tiredness, stress *busy, nervous e) Hybrid Consumption of treatments, fittness services + entertainment & culture + experiences *What do they (really) want? Health? Happiness? Togetherness?
  • 12. 14.9.2014 12 Postmodern behaviour Transmodern behaviour Sun, sea, sex, sand, “soup” Sustainability, ecologic, aesthetic, Materiality Immateriality Mass services and experiences Sustainable services and experiences Fast tourism Slow-life tourism and travelling Mass consumption Sustainable consumption and llfestyle Experience and extreme tourism Green lifestyle industry Service design Eco-service design Global travel Glocal business
  • 13. Case Hotel of Tomorrow (2008) Case Meeting of Tomorrow 2009 Analysis of postmodern & transmodern well-being phenomena
  • 14. 14.9.2014 14 Postmodern behaviour Transmodern behaviour Busy, hectic, stressed life Slow life A plenty of meetings, multi-channel life Smart meetings, smart time-consuming Work work work Smart work Dinner, beer, night life Trainings, fitness , sport Short sleeps Good sleep Quick experiences Unique experiences Mass service Hand-tailored services Global choices (Super)local thinking
  • 15. ”The most experience concept in wordl” Owner of Hotel Hilton Visualisation of Experience concept Perfect Destination Cases Golden Peaks (Eco-city) & Santamus Rovaniemi (2009)
  • 16. 14.9.2014 16 Postmodern behaviour Transmodern behaviour 1 – 2 hour stay 6-10 hours experience dinner No sauna + dinner + program Treatment + sauna + dinner + games + playing + show “Just a visit” Slowness & perfectness “Just a stop” “Perfect Destination” One sense Multisenses Quick experiences Unique experiences Mass services Hand-tailored services Global choices (Super)local Thinking
  • 17. Description of Selfness Transmodern ME! Sustainable pleasure-lover Individual behaviour + social behaviour *Looking for balance with work & leisure & nature *Controlled lifestyle (enkreteia) *Moderate and thinking (sofrosyne) *Ecologic, aesthetic & ethic values *Smart technology (Measured-life)
  • 18. Transmodern consumer looking for selfness Self- appersetation Realization, Language Exercise, feeling, thinking, sensing (Mental)health, corporality ability to operate, being Vision: *Local *Small-sized *Smart *Sustainable *Eco-efficent *Green Pressures: *Global *Mass *Consuming *Wasting
  • 19. From mass wellness tourism towards sustainable selfness tourism Same kind of goals Maintaining and improving working ability Treating (preventing) illnesses Rehabilitation, exercise and training movements, dieting Reviving one’s strength, charging one’s ”batteries” Bathing, treatments and therapies, massages Meditation and relaxation BUT…
  • 20. Analysis of transmodern destinations & selfness phenomena Case: FUTUAeroport 2011-2015 *Travelzation & Servialization *Service infrastructure 2020 (lounges, shops, bars, minispas, fitness centres, My-spaces)
  • 21. Mood & Phood Cases: Finnish selfness center & Arctic Bar & Finnair lounge Finnish super food bar Sauna Archipelago (salt room) Fenno © classes Forrest (Oxygen bar) Best of Lapland
  • 22. Ecovisionariness *Trend analysis *Collection of corporate and cultural phenomena Green concepts & economy Critical consumer spending research Forecasting Green theories Training of Personnel Projects Initial experimentation and testing at destinations Questionnaires, interviews, document analysis, work shops *Ideas *Structuring *Constructing *Services innovations *Eco-conceptualization • Phenomenology • Contextuality • Social Constructiveness • Activity based • Case study based *Applying the theory praxis *Forecasting *Business & customer insight & foresight *Cases & action research in wellness tourism Operational environment, cultural, customer and personnel analysis Selfness consumer in ”Perfect destination” *Eco-efficient constructions *Green constructions *Eco brands Summary & conclusions
  • 23. Transmodern ME in social environment StressFree Café (2004)
  • 24. Finnish destinatiosn & Estonian spas as a perfect destination ‘EcoSpace OF FLOWS’ SUSTAINABLE DEVELOPMENT Holding/improving eco-competitiveness Ensuring the sustainable economic base Balancing different functions Ensuring residents’ quality of life Ensuring ecology THE ROLE OF TRANSMODERN TOURISM : HOW TO COMBINE GREEN STRATEGIES?
  • 25. DEVELOPING PERFECT DESTINATION: From postmodernity towards transmodernity Transmodern selfness services in perfect destination Happy employees VIRTUAL MOBILITY SPATIAL MOBILITY Green visitors Selfness tourists Customer moods Slow tourism Local residents eMarketing communication Green investments Green management, eco-innovations Culture Sustainable business ideas Hospitality know how
  • 26. Educational, developmental and research organizations Industry-related municipal, ministerial and EU authorities Lobby organizations Perfect Destination = Cases of social industry Catering industry Shipping Services industry Travel agency industry and travel organizers Activity services industry Wellness, health, sports and beauty service companies Culture and entertainment production Retail Sales, marketing, communications industries Media Device, program and technology industries Consumer products sales Forest sector Nature Construction industry Agriculture Food products industry Hotel industry Event industry Destinations Sights Transmodern social Industry