Consumer Behavior in Spa Tourism in the Czech Republic

Abstract

As part of health-oriented tourism, spa tourism has dynamically evolved in the past 10 years. The research focuses on current and future consumer behavior of Czech clients - both insured and self-paying ones - and also analyzes the potential new segment of the population that has not used spa services yet. As for quantitative research methods, we used a combination of personal interviews and online questionnaire data collection. The research includes all regions of the Czech Republic with spa resorts. We also used the quota sampling method for determination of the share of the main segments of respondents. The whole research includes answers of 1,016 respondents. The research proved a high potential for spa visits in all studied segments and identifi ed their inclination to consume, particularly in relation to the age and family income. The conclusion of the research was sent to spa tourism practitioners and experts.