The Attractiveness of Spa Destinations
Author
Chavova, Ina Ivanova
Term
4. term
Education
Publication year
2018
Submitted on
2018-05-30
Pages
68
Abstract
This thesis explores what interests, preferences, and perceptions shape tourists’ choice of spa destinations, with a particular focus on attributes and activities beyond the spa itself. Using a deductive, qualitative design grounded in social constructivism and an interpretive stance, the study draws on destination attractiveness frameworks and push–pull theory. Empirical data were collected through semi-structured interviews with 14 guests aged 30–50 at the selected destination, complemented by extensive participant observation; the material was coded and thematically analyzed. Findings indicate that respondents prioritize a destination’s complementary offerings over spa facilities alone, especially historical attractions, sports opportunities, natural heritage, and sightseeing. The choice of spa destination thus appears to hinge on the overall experience and additional attractions. The study suggests spa destinations should develop and communicate integrated experience bundles and calls for further research across other age groups, as the present sample focuses on 30–50-year-olds at a single destination.
Dette speciale undersøger, hvilke interesser, præferencer og opfattelser der påvirker turisters valg af spadestination, med særligt fokus på de ekstra attributter og aktiviteter ud over selve spafaciliteterne. Med en deduktiv, kvalitativ tilgang forankret i socialkonstruktivisme og en fortolkende position anvendes rammer for destinationsattraktivitet samt push- og pull-faktorer. Empirisk grundlag består af semistrukturerede interviews med 14 gæster i alderen 30–50 år på den valgte destination samt omfattende deltagerobservation; data blev kodet og tematiseret. Resultaterne viser, at respondenterne vægter destinationens supplerende tilbud højere end spafaciliteter alene, især historiske seværdigheder, sportsaktiviteter, naturarv og sightseeing. Valget af spadestination ser således ud til i høj grad at afhænge af helhedsoplevelsen og de komplementære attraktioner. Arbejdet peger på behovet for, at spadestinationer udvikler og kommunikerer brede oplevelsespakker, og anbefaler yderligere forskning i andre aldersgrupper, da denne undersøgelse primært omfatter 30–50-årige på én destination.
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Keywords