Thermal Spring Health Tourism in Albania: Challenges and Perspectives

Albania is a small country, but with considerable natural resources. However, the Organization of these resources for the good of population needs improvement. One of potential useful resources for Albania is thermal waters which covers whole country. Purpose of the study to discover this potential and understand consumers’ approach to the use of these resources. Secondary data collection is an important part for study of condition in terms of usage of thermal waters. For better understanding of consumer perception on thermal bathes, a questionnaire is collected. By this survey, we tried to understand reasons behind few visits to thermal bathes and how the industry may be developed. Research showed that infrastructure (e.g. roads) and facilities (e.g. sport and leisure) offered by touristic centers using thermal waters need improvement for responding to consumers’ needs. Strategies pursued by these businesses have to be revisited. Our research focused on thermal springs and its usage in Albania which creates geographical limitations for the work. However we tried to add global perspective by studying global experiences in the field. Generally, literature on thermal resources is lacking in Albania. Even globally, this is not an attractive topic for academicians. Especially, marketing perspective needs attention. Consumer as an important factor in this process is mainly ignored. This study is pioneering consumer research in thermal spring hotel market.