What is it about?
Spa resorts in Europe have recently faced a need to adapt to the heterogeneous market, due to the health-related demand changes. Therefore, the purpose of this paper is to provide a thorough assessment of tourists visiting spa resorts. The present study focuses primarily on Polish medical (therapeutic) spa resorts. The findings of the primary study reveal a complex approach to the profiling of spa resort tourists who were categorized into two groups regarding funding source of treatment, namely non-commercial and commercial.
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Why is it important?
Primary data were obtained from 2,050 tourists visiting the medical Polish spa resorts relating to the socio-demographic, behavioural and psychographic characteristics. The empirical evidence is based on a variety of statistical tools chosen according to the measurement scale for answers (metric, non-metric data). Knowing the profiles of spa resort tourists is important for local government entities and managers of spa treatment enterprises in order to develop and manage a spa resort product that meets the needs of their customers.
Perspectives
Such unusually comprehensive profiling of tourists visiting spa resorts based on the funding source of treatment is important for destination managers of spa resorts and managers of spa treatment enterprises in Europe as it helps them to (1) obtain an in-depth understanding of non-commercial and commercial tourists visiting spa resorts, (2) identify their specific features, (3) plan effective marketing strategies to reach target clients as well as (4) tailor the offer of spa resorts and spa treatment enterprises to clients’ needs and expectations in the context of the socio-demographic, behavioural and psychographic diversity of spa resort tourists.
Diana Dryglas
Akademia Gorniczo-Hutnicza im Stanislawa Staszica w Krakowie
Read the Original
This page is a summary of: Profile of tourists visiting European spa resorts: a case study of Poland, Journal of Policy Research in Tourism Leisure and Events, March 2017, Taylor & Francis,
DOI: 10.1080/19407963.2017.1297311.
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