ABSTRACT
In Italy today the wellness market is growing and no longer involves only the higher- income classes but also middle- income segments, and is thus growing markedly in terms of quantity. All this is not the result of some passing fashionable phenomenon, but rather of a profound change in the lifestyle of many Italians (Gregori and Cardinale, 2009), which has led postmodern consumers to be more careful about their look, physique and mental and physical well-being, and sees them looking for opportunities to relax in harmony with nature, and to demand accommodation facilities that increasingly act as wellness services.
