RECREATION AND REHABILITATION SERVICES: CONTEMPORARY MARKETING APPROACHES TO VALUE CREATION AND WELL-BEING
DOI:
https://doi.org/10.32782/2522-1795.2026.20.1.5Słowa kluczowe:
recreation services, rehabilitation services, services marketing, well-being, value creation, consumer experienceAbstrakt
In the context of increasing social pressures, demographic changes, and growing attention to quality of life, recreation and rehabilitation services are gaining importance as essential components of population well-being systems. However, existing research often addresses marketing in this field in a fragmented manner, focusing primarily on promotion tools rather than on marketing as an integrative value-creation mechanism.
The purpose of this article is to provide a theoretical and analytical justification of contemporary marketing approaches to recreation and rehabilitation services and to develop an original conceptual marketing model oriented toward value creation and multidimensional consumer well-being.
The research material includes recent academic publications on services marketing, recreation, rehabilitation, and well-being, as well as analytical reports of international organizations. The study employs methods of systematization, comparative analysis, theoretical generalization, and conceptual modeling, drawing on service-dominant logic and transformative service research frameworks.
The research results demonstrate that effective development of recreation and rehabilitation services requires a shift from transactional and instrument-based marketing models toward integrated approaches focused on long-term relationships and value co-creation. The findings indicate that combining relationship marketing, experience-oriented marketing, and well-being-oriented concepts enables sustainable outcomes in physical, psychological, and social dimensions of well-being. An original conceptual model of marketing for recreation and rehabilitation services is proposed, illustrating the causal links between marketing determinants, the value creation process, and long-term well-being outcomes.
Conclusions. The study substantiates that marketing in the recreation and rehabilitation sector should be regarded as a strategic mechanism for integrating economic efficiency with social development goals. The proposed model provides a methodological basis for designing effective marketing strategies and adapting international best practices to national contexts, particularly in relation to the development of well-being-oriented service systems.
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