Project Description
This conceptual study critically examines the often-overlooked working conditions within the wellness tourism sector—a rapidly growing industry framed around health, wellbeing, and self-care. Despite its appealing image, the wellness tourism workforce frequently endures precarious, low-paid, and emotionally intensive roles. The project undertakes a narrative literature review to map the complexities of employment in this sector, particularly how workers navigate dignity and degradation within their roles. Drawing on the theoretical frameworks of dirty work and dignity at work, the research proposes a tri-level conceptual model to guide transformation within the sector. This model highlights the macro (policy), meso (organisational), and micro (individual) levels of influence necessary to transition wellness tourism work from marginalised and stigmatised roles towards “decent work” as defined by Sustainable Development Goal 8 (Decent Work and Economic Growth).
Project Personnel and Beneficiaries
The project was led by a team of experts in tourism and workforce research:
– Professor Tom Baum (University of Strathclyde)
– Professor Leonie Lockstone-Binney (Griffith University)
– Dr Rawan Nimri (Griffith University)
The study primarily benefits workers in the wellness tourism sector, particularly those employed in precarious or informal settings. It also provides insights for policymakers, industry leaders, and educators committed to improving labour conditions in wellness tourism.
Outcomes to Date
1) A peer-reviewed journal article titled “Decent or Dirty Work? Revealing the Complexities of Employment in Wellness Tourism” was published in Tourism Recreation Research (April 2025):
https://doi.org/10.1080/02508281.2025.2486337
2) A piece titled “Behind the wellness industry’s scented oils and soothing music are often underpaid, exploited workers” was published in The Conversation (May 2025):
https://theconversation.com/behind-the-wellness-industrys-scented-oils-and-soothing-music-are-often-underpaid-exploited-workers-228090
The study was featured in a news comment and live interview on ABC Radio. (May 2025)
Project Significance
This project is vital in addressing an urgent gap in sustainability research, namely the working conditions of wellness tourism employees. While the sector projects images of harmony, relaxation, and balance, it often fails to uphold these values for the workers delivering such services. Many roles in wellness tourism are informal, lack regulatory oversight, and place employees in vulnerable emotional and physical situations. By framing wellness work through the dual lenses of dirty work and dignity at work, the study critically examines the structural inequities embedded in the industry and questions its alignment with the ethical commitments of the SDGs.
The project mainly makes a significant contribution to SDG 8 through its emphasis on employment-related injustices in wellness tourism and its practical roadmap for improvement. It highlights the need for stronger policy frameworks, enhanced professional recognition, and increased consumer awareness to shift the workforce from invisible and undervalued to respected and secure. In doing so, the study supports the broader movement toward sustainable, fair, and inclusive employment practices in wellness tourism.