Customer Loyalty in Spa Tourism: A Case Study

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25410%2F23%3A39920645" target="_blank" >RIV/00216275:25410/23:39920645 - isvavai.cz</a>

Result on the web

<a href="https://papers.academic-conferences.org/index.php/ictr/article/view/1213" target="_blank" >https://papers.academic-conferences.org/index.php/ictr/article/view/1213</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.34190/ictr.6.1.1213" target="_blank" >10.34190/ictr.6.1.1213</a>

Result language

angličtina

Original language name

Customer Loyalty in Spa Tourism: A Case Study

Original language description

In today&apos;s business world, acquiring and retaining customers in the tourism industry is becoming increasingly challenging. High competition, constantly changing markets, and growing customer demands require constant adaptation to new trends and marketing innovations. It is crucial to cultivate customer loyalty, as it leads to repeat business and positive word-of-mouth promotion. Achieving this goal is an increasingly difficult task that requires innovative approaches to service marketing. Tourism includes very specific sub-sectors that are significantly different from the mainstream of the industry and serve not only well-being but also other needs. An example of a sub-sector that combines well-being and health is spa tourism. Existing studies suggest that factors influencing the loyalty of health spa visitors may vary depending on the region and cultural factors and may also change over time. Further research is therefore needed to precisely identify which factors are currently most important for promoting the loyalty of spa customers. This article presents a case study of increasing customer loyalty, with a special focus on the Czech Republic. The study identifies the current needs, preferences, and requirements of customers in the selected tourism industry. The article aims to complement a model of visitor loyalty for the needs of spa tourism and introduce marketing tools that currently influence customer loyalty in spa tourism. The complementation of the model is based on the generally accepted model of customer satisfaction in tourism. The proposed suggestions can inspire tourism businesses to fulfil the needs of health, active living, and well-being by effectively acquiring and retaining customers in a highly competitive environment. The study provides theoretical and managerial recommendations for increasing customer loyalty. The study is based on a questionnaire survey conducted in 2022 among spa visitors throughout the Czech Republic. The motivation was to identify key factors that support customer loyalty. The results show that specific treatment effects and procedures, information and personal experience, a pleasant environment and ambience of the spa contribute more to loyalty than satisfaction with accommodation or the offer of complementary services. The paper also provides a set of practical recommendations for setting up marketing programs and improving marketing communication for owners and managers of spa tourism.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2023

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

ICTR 2023- Proceedings of the 6th International Conference on Tourism Research

ISBN

978-1-914587-67-2

ISSN

2516-3604

e-ISSN

2516-3612

Number of pages

8

Pages from-to

123-130

Publisher name

Academic Conferences and Publishing International Limited

Place of publication

Sonning Common

Event location

Pafos

Event date

Jun 8, 2023

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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