A Typology of Spa-Goers in Southern Spain

Abstract

This study sought to obtain conglomerates of spa-goers in Andalusia, Spain, based on a survey of 10 spas’ users. The data from 725 valid survey questionnaires were analysed using a quantitative approach. The results show that 44.6% of users are between 65 and 88 years old and more than 60% are women. Approximately 50% of the respondents are retired, and 60% report a monthly income of less than 1000 euros. Three clusters were identified in the segmentation analysis: users with lower, partial and higher satisfaction. Over half (58%) of the respondents belong to the higher satisfaction segment. Thermal tourism evidently has a strong potential for attracting other tourist segments. Andalusia has thermal springs that attract many tourists, which are located in places of great natural beauty and are part of inland towns’ economic development. The findings confirm the need to improve the existing understanding of spa-user typologies. The benefits derived from health tourism can be analyzed from the concept of value proposition for the company, the user, the community and its environment. To generate income, spa companies must meet the expectations of stakeholders and this begins with an organization that constantly learns and innovates to satisfy users. The managers of the spas lead these projects, introducing important changes in their offer, from traditional medical aspects to facilities and therapies based on relaxation and sustainable natural tourism, promoting their organizations with sustained objectives over time capable of satisfying all stakeholders, creating value capable of attracting and satisfying the different segments of spa tourists, as this study shows.

A theoretical reflection on thermalism and communication: future perspectives in times of crisis

“…Anaya-Aguilar et al (2021c), Chrobak et al (2020), Esiyok et al (2017), Han et al (2018b) Irimiás (2013), Kurtulmuşoğlu and Esiyok (2016) and Smith and Puczkó (2015) investigate tourist behaviour , namely the motivations and profile of this type of tourist, such as health and spirituality, they also seek pleasure with the experience of well-being, relaxation, nature, unique environments, traditions and culture. The demands of today's tourist require a constant updating of the skills of the sector's professionals, with emphasis on communication skills in the direct relationship with the customer, to ensure their satisfaction and consequently loyalty (Emir and Saraçli, 2011; Thal et al , 2021).…”

“…Tourist Behaviour – The motivations and new priorities and demands of tourists' (Smith and Puczkó, 2015; Anaya-Aguilar et al , 2021c; Chrobak et al , 2020; Esiyok et al , 2017; Han et al , 2018b; Irimiás, 2013; Kurtulmuşoğlu and Esiyok, 2016), looking for memorable experiences with thermal water.…”

Medical and resort tourism as a means of preserving human capital

“…Медична реабілітація забезпечується санаторно-курортними закладами -закладами охорони здоров'я, що надають громадянам послуги лікувального, профілактичного та реабілітаційного характеру з використанням природних лікувальних ресурсів курортів (лікувальних грязей та озокериту, мінеральних та термальних вод, ропи лиманів та озер, природних комплексів зі сприятливими для лікування умовами тощо) та із застосуванням фізіотерапевтичних методів, дієтотерапії, лікувальної фізкультури та інших методів санаторно-курортного лікування 3 .…”

Perceptions and Profiles of Young People Regarding Spa Tourism: A Comparative Study of Students from Granada and Aachen Universities

“…In Europe, these include the paper by Kelly [ 13 ] analysing the profile of visitors to retreats at a global level; a study of the perception of the characteristics of the geological surroundings of spas in Slovakia [ 14 ]; the investigations on spatial profiles of spa tourism establishments in Slovakia [ 15 ] and Hungary [ 16 ]; a study of the growth in demand for the hot springs sector in Rumania [ 17 ]; the research into motivational profiles in Serbia [ 18 ]; an analysis of the segmentation of the clients of spas in Poland in general [ 19 , 20 ], and in medical spas in Poland in particular [ 21 ]; the research conducted to identify a standard profile of spa clients in Portugal [ 8 ]; the analysis of profiles in relation to motivational factors with ANOVA in Slovenia [ 22 ]; and the studies analysing three clusters of clients in Greek spas [ 23 , 24 ]. Particularly in Spain, there has been research analysing the visitors to wellness centres in Gran Canaria [ 25 ], the perception of the quality of service and related forms of conduct [ 26 ], and recent analyses of sociodemographic profiles, and of profiles based on satisfaction and on the characteristics of stays at spas in Andalusia [ 27 , 28 ]. Outside Europe, spa tourism is also arousing interest and there have been various papers about user motivation and profiles.…”