German's attitude towards a health retreat in Denmark: A study on development of a geothermal springs resort Hawbad, located in Lønstrup
Author
Michaliková, Silvia Dorota
Term
4. term
Education
Publication year
2015
Submitted on
2015-09-30
Pages
70
Abstract
This thesis examines how Germans perceive Denmark as a destination for health retreats and their attitudes toward Hawbad, a planned geothermal springs resort in Lønstrup. It aims to identify the key factors shaping destination choice for a health retreat. The study uses an online survey distributed through Facebook groups and local partners and applies a mixed methods approach combining qualitative and quantitative responses. Findings indicate that Germans value Denmark’s natural environment, local mentality, and calmness, and prefer seaside activities. They appear health-oriented even on vacation, yet rarely visit spa and wellness facilities in Denmark. While the sample expressed a general lack of interest in health retreats overall, it showed high interest in doing a health retreat in Denmark and specifically at Hawbad. Interest is strongly influenced by price, the range of treatments, and opportunities for activities beyond the facility. For Hawbad, the main motivations cited were trying something new, health benefits, and socializing, with the resort’s level of sustainability also identified as a potential factor. As German health insurers can fully or partially cover retreats both within and outside Germany, formal agreements enabling coverage in Denmark are being considered; however, respondents showed low awareness of cross-border options within the EU. An agreement with German health insurers could increase interest in Denmark as a retreat destination. The thesis recommends further research into awareness of cross-border coverage to inform the development and marketing of Hawbad and similar Danish offerings.
Dette speciale undersøger, hvordan tyskere opfatter Danmark som destination for sundhedsophold, og hvilken holdning de har til Hawbad, et planlagt geotermisk badeanlæg i Lønstrup. Formålet er at identificere de vigtigste faktorer, der påvirker valg af destination for et sundhedsretreat. Undersøgelsen bygger på et online spørgeskema, distribueret via Facebook-grupper og lokale kontakter, og kombinerer kvalitative og kvantitative svar (mixed methods). Resultaterne viser, at tyske gæster især værdsætter Danmarks natur, mentalitet og ro og foretrækker aktiviteter ved kysten. De fremstår sundhedsorienterede på ferie, men bruger sjældent spa- og wellnessfaciliteter i Danmark. Den adspurgte gruppe udtrykte generelt lav interesse for sundhedsretreats som sådan, men samtidig høj interesse for et sundhedsophold i Danmark og specifikt for Hawbad. Interessen påvirkes især af pris, behandlingstilbud og muligheder for aktiviteter uden for selve retreatet. For Hawbad var de vigtigste motivationer at prøve noget nyt, opnå sundhedsmæssige fordele og socialt samvær, mens bæredygtighedsniveauet blev identificeret som en potentiel påvirkningsfaktor. Da tyske sygekasser kan helt eller delvist dække sundhedsophold i og uden for Tyskland, overvejes aftaler, der også muliggør dækning i Danmark; undersøgelsen peger dog på lav bevidsthed om sådanne EU-muligheder. En aftale med tyske sygekasser kan øge interessen for Danmark som retreatdestination. Specialet anbefaler videre forskning i kendskabet til grænseoverskridende dækning for at understøtte udvikling og markedsføring af Hawbad og lignende danske tilbud.
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