ABSTRACT
This study, which was conducted among tourism sites in the north of Israel, a region that attracts most of the country’s internal tourism and is characterized by rural areas of green vistas and landscapes, examined the following question: How, if at all, do wellness elements become exclusive image promoters and branders of tourism sites? Methodology included: observations, interviews with tourism operators and content analysis of material intended to position and brand tourism site images on Internet home pages, advertising and reservations sites. The sample for content analysis included 39 tourist destinations in the north of Israel, which present themselves and their tourism product as places of wellness. The tourism sites that were selected include: health villages/hotels, health centres, bed and breakfast and hotel accommodations with health centres and spas. A comparison of the service profi les in the four types of wellness tourism sites that were included in the study are presented in Table CS10.1 .
