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This paper aims to examine the development and significant contributions in a growing array of relevant publications spanning from 1946 to date and discuss future developments of the wellness tourism topic until the year 2095.

This perspective study traces down the wellness tourism evolution research by re-viewing and analysing an extant body of the relevant literature over the last 75 years. This paper builds a rigorous perspective review by examination of publications derived from several scientific domains, including tourism, medicine, economics and social sciences.

As a result of this study, wellness tourism can be attributed as a profuse and proliferating research stream in the recent 75 years. Its relevance to significant aspects of life, such as health and also due to effects on human, social, and economic well-being, drives its proliferation. The paper anticipates the relevance and topicality of wellness tourism studies for academic research in the next 75 years.

This paper contributes to the theory by addressing the ambiguous nature of wellness tourism, recapping the debate on the most debated research questions, and revealing the perspectives for future research in this area.

This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction).

The customer data from 260 surveys were analysed using structural equation modelling (SEM). The data were collected from the emerging economy in the Moscow region (Russia).

The results reported that IMC consistency positively impacts product and service satisfaction. However, the effect of IMC interactivity was only significant in the case of service satisfaction. Meanwhile, IMC connectivity positively influenced only product satisfaction.

The study contributes to the marketing communications theory by defining three components of omnichannel IMC. It also adds to the customer behaviour theory by confirming the diverse nature of product and service evaluation. This study focuses on the retail industry.

This research suggests that three components of IMC should be applied together towards enhancing the customer's positive post-purchase evaluation. Meanwhile, consistency enhances product and service satisfaction, interactive impacts satisfaction with the organization and connectivity with the retail service.

The shift toward omnichannel marketing requires a broader perspective on communication integration. This research reports a novelty result of estimating the separate effect of each component of omnichannel IMC (consistency, interactivity and connectivity) on product and service satisfaction.

This paper aims to define relevant forms of co-creation activities and customer engagement in value co-creation geared toward increasing customer satisfaction and loyalty in the Russian hotel industry.

Secondary data analysis of hotels’ websites, annual reports and published interviews was conducted to investigate how hotels co-create the experience environment. Also, content analysis of tourist comments in social media was conducted to assess the relationship between customer engagement in value co-creation and customer satisfaction. The sample for this study includes hotels located in Moscow using customer experience as a source of value creation.

Based on the analysis of best practice of customer engagement in value co-creation in the hotel industry, a classification of co-creation activity forms was developed. Five forms of co-creation activities have been identified: feedback, co-production, firm-driven service innovation, customer-driven customization and co-creation. Applied data also provide insights on the development of the hotel industry in Moscow. The majority of hotels engaging customers in value co-creation in Moscow are international. Hotels more often use customization, service innovation and especially co-production than co-creation, as co-creation is a new market strategy for the Russian market. The high-price-segment hotels more often use customization, whereas hostels usually implement value co-creation with clients. It can be explained by the difference between the target audience and the resources available. This study helps to understand whether forms of customer engagement in value co-creation in the Russian hotel industry match international experience and findings of theoretical studies.

The sample group represents only hotels in Moscow, and the study utilizes only qualitative techniques. An increase in both the sample size and geographical diversity and a study using both qualitative and quantitative techniques may generate more insights relating to customer engagement in value co-creation in Russian hotels.

This is an insightful comparative study of customer engagement in value co-creation practices of hotels with different attributes, and the study identifies new opportunities to engage customers in value co-creation in the hotel industry.

This study aims to profile the Worldwide Hospitality and Tourism Themes (WHATT) issue “What are the main trends, challenges and success factors in the Russian hospitality and tourism market in the experience economy era?” with reference to the experiences of the theme editors, contributors from industry and academia and the theme issue outcomes.

This study uses structured questions to enable the theme editors to reflect on the rationale for their theme issue question, the starting point, the selection of the writing team and material and the editorial process.

This study provides a framework to facilitate discussion between all stakeholders in Russia’s tourism and hospitality industry; it identifies ways of improving competitiveness as a tourist destination and contributes to thinking about sustainable development.

Reports on dialogue between Russian academics and industry practitioners related to the challenges, opportunities and success factors that are important for the development of the tourism and hospitality industry in Russia.

This is the first detailed assessment of the opportunities and mechanisms for creating memorable tourist experiences in Russia. The theme issue also identifies the main problems relating to the development of tourism and hospitality, the implications for industry and the solutions needed to address them.