In the troubled times in which we currently live, the tourism industry has called into question a need for more responsible social practices and more mindful utilisation of natural environments. The Japanese practice of shinrin-yoku, or forest bathing, has not only become a new wellness trend, but also a great potential for deeply immersive tourist experiences. While there is a wealth of studies examining the positive effects of forest bathing focussing principally on its medical benefits, this qualitative study extends these debates through documenting lived experiences of forest bathers. In so doing forest bathing suggests its latent potential to offer a profoundly mindful experience, and aims to situate this practice more prominently within the tourism discourse.
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Attending to the broader wellbeing debates, this study examines the interplay between forest-based tourism practices and sustainability. It does so by building on Max Weber’s notion of disenchantment of the world to explore how planetary wellbeing can be cultivated through the commercial practice of forest bathing. In positioning the study within the Serbian context, we build on feminist new materialist ideas to explore the ways in which broken ties between postmodern humans and forests as our primordial home can be reclaimed through this tourism practice. Using the empirical data collected during two forest tours, we take the relational approach in our analysis of the meanings the forest tour attendees ascribed to their experiences. In extending scholarly understandings of the notion of sustainability, we discuss the ways of achieving planetary wellbeing through forest bathing and the potential of more-than-human entanglements to re-enchant the world. To conclude, we discreetly illuminate one way of reconceiving the idea of enchantment and encourage rethinking our everyday and tourist practices in disenchanted Anthropocene.
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