Determining factors of the Spring SPA image in Portugal
DOI:
https://doi.org/10.29352/mill0219e.41096Keywords:
mineral spring spa; destination image; health and wellness tourism; satisfaction; loyaltyAbstract
Introduction: Mineral Spring SPA in Portugal (sometimes referred to as Thermal) is part of health and wellness tourism, and gained prominence as a therapeutic and relaxation alternative. The image of SPA resorts directly influences the attractiveness and competitiveness of destinations.
Objective: To analyse the image of Spring SPA in Portugal, understand the factors that shape it, and assess its relationship with visitor satisfaction and loyalty, as well as identify reasons for non-visitation.
Methods: An online questionnaire was conducted among residents in Portugal between May and June 2024, yielding 274 valid responses. Data was analysed using factor analysis and linear regression with SPSS software.
Results: Only 29.9% of respondents had previously visited thermal resorts, mainly motivated by leisure/well-being (82.9%). The current image of Spring SPA resorts is associated with modern health and wellness practices. Satisfaction showed a strong correlation with loyalty (R² = 0.584). Among non-visitors, lack of knowledge about Spring SPA resorts and preference for other types of tourism were the main barriers.
Conclusion: The image of Spring SPA in Portugal is becoming more modern, but still faces challenges related to communication and public perception. More effective marketing strategies and a focus on customer experience are essential to increase visitation and loyalty among spa-goers.
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