The fitness and wellness industry is expanding at a rapid pace, and part of this expansion includes wellness tourism. Within wellness tourism, fitness related activities and programs are sought by wellness tourists or more specifically, fitness tourists. Wellness tourism is defined as a journey by people whose motive, in whole or in part, is to maintain or promote their well-being, and who stay at least one night at a facility that is designed to enable and enhance physical, psychological, spiritual and/or social well-being. Inevitably, fitness related activities are offered within wellness tourism, and seem to attract these fitness tourists.

The purpose of this study is two-fold. It is first to examine the goal content fitness tourists possess in this non-traditional exercise context. Second, this study aims to examine the goal pursuits within the promotional content produced by the wellness tourism industry. This study is informed by goal content theory (GCT) which is a mini-theory within self-determination theory (SDT). Developed by Kasser and Ryan (1996), GCT examines how goals pursued by individuals, in this case fitness tourists, whether related to extrinsic or intrinsic content, account for variations in wellness. Extrinsic goals include elements like wealth and appearance, while intrinsic goals include dimensions like community contribution and health management.

Participants were targeted through their consumption of fitness services at wellness tourism resorts in the southwestern United States. The goal content for exercise questionnaire (GCEQ) was distributed to these targeted participants to determine the types of exercisers, intrinsically or extrinsically motivated, who are consuming these services. Additionally, a content analysis was conducted to examine the elements portrayed by the industry within a fitness context. Understanding goal content can allow organizations to create programs supportive of participants’ autonomous motivations which research suggests lead to higher levels of well-being. Using a sample of 100 GCEQs, the study implies fitness tourists are more likely to be white, high income females with stronger intrinsic goal content. Health management, image, and skill development were among the highest ranked goals. A total of 182 images were examined in addition to extensive narrative content on the webpages of these sites suggesting this industry promotes holistic wellness rather than appearance. The results of this study should be used to program physical activity interventions made accessible to low and middle class individuals.