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A Typology of Spa-Goers in Southern Spain

Author

Listed:
  • Rosa Anaya-Aguilar

    (Department of Economics and Business Administration, Campus El Ejido, University of Malaga, s/n, 29071 Malaga, Spain)

  • German Gemar

    (Department of Economics and Business Administration, Campus El Ejido, University of Malaga, s/n, 29071 Malaga, Spain)

  • Carmen Anaya-Aguilar

    (Department of Economics and Business Administration, Campus El Ejido, University of Malaga, s/n, 29071 Malaga, 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.

Suggested Citation

  • Rosa Anaya-Aguilar & German Gemar & Carmen Anaya-Aguilar, 2021. "A Typology of Spa-Goers in Southern Spain," Sustainability, MDPI, vol. 13(7), pages 1-10, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:7:p:3724-:d:524923
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    References listed on IDEAS

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    1. Adam R. Szromek & Katarzyna Wybrańczyk, 2019. "Proposal of Value for Customer of Spas: Expectations of Spa Patients and Tourist in Polish Spas," Sustainability, MDPI, vol. 11(13), pages 1-15, June.
    2. de la Hoz-Correa, Andrea & Muñoz-Leiva, Francisco & Bakucz, Márta, 2018. "Past themes and future trends in medical tourism research: A co-word analysis," Tourism Management, Elsevier, vol. 65(C), pages 200-211.
    3. Adam R. Szromek & Mateusz Naramski, 2019. "A Business Model in Spa Tourism Enterprises: Case Study from Poland," Sustainability, MDPI, vol. 11(10), pages 1-22, May.
    4. Hiromi Kamata & Yuki Misui, 2015. "Why Do They Choose a SPA Destination? The Case of Japanese Tourists," Tourism Economics, , vol. 21(2), pages 283-305, April.
    Full references (including those not matched with items on IDEAS)

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    Keywords

    spa; tourism; health; Andalusia; survey;
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