Bleisure trends: Combining business and leisure travel

Abstract

Business travel containing leisure components is not a new phenomenon but a new concept in tourism marketing strategies. With the bleisure concept destination management organisations (DMOs) strive to create new markets and constantly develop innovative and creative offerings to keep up with the global competition. This chapter contributes to the literature by examining the bleisure offerings based on the information provided by DMOs on their websites. The content analysis was employed through data generated from 541 websites of DMOs that are members of the organisation Destinations International Foundation. This chapter fills an important gap in the literature and provides valuable insights for DMOs currently targeting bleisure travelers through a comprehensive marketing perspective. The current study also demonstrates strong motives to target bleisure tourists and offers several practical implications for DMOs. © 2023 Elsevier B.V. All rights reserved.