A competitive analysis of spa tourism in Central European regions

Márta Bakucz () and Ádám Köbli ()
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Márta Bakucz: Faculty of Business & Economics, Institute of Economics and Regional Studies, University of Pécs, Hungary
Ádám Köbli: Institute of Geography, The Doctoral School of Earth Sciences of the University of Pécs, University of Pécs, Hungary

Tourism and Hospitality Industry from University of Rijeka, Faculty of Tourism and Hospitality Management

Abstract: Purpose of Study – Health Tourism in Hungary is a unique product which also has a unique background in its spas based on a nearly unlimited supply of natural thermal and medicinal waters.These provide capacity for continuous, sustainable development and growth. Nevertheless, although Hungary is only a modestly sized country, there are huge regional disparities on the supply side of spa facilities in terms of history, development, competiveness, client base and even seasonality. Research Methods – We hope to offer an accurate picture of the supply and demand factors in two (2) neighbouring regions of Hungary (West and South Transdanubia). The regions are at different levels of development regarding competitiveness and the utilisation of their spas. We examined four (4) spas in each of these regions, analysing and comparing data on guests from the domestic and incoming markets; we explored differences in terms of average stay and income levels and also the role of spa development and various new trends. The selection of four spas in each region was made on the basis of their size and the specialised or innovative services offered. Findings – In Hungary, West Transdanubia performs more successfully than South Transdanubia (and all other Hungarian Regions) in domestic market terms, whilst, regarding inbound guests, the neighbouring cross-border regions of Austria and Slovenia are extremely serious competitors due to their thoughtful investment planning and execution, to effective market research and to a degree of positive collaboration (‘co-opetition’). Contribution – The growth of wealth and disposable income is not unlimited and so considerations of competitiveness are crucial in both the public and private spheres. Inertia and complacency are potentially fatal diseases and the authors are not convinced that the Hungarian business sector is immune to them.

Keywords: spa tourism; local environmental care; innovative tourism products; spillover-effect; regional co-opetition (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2016-04
New Economics Papers: this item is included in nep-tur
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Published in 23rd Biennial International Congress Tourism & Hospitality Industry 2016, April 2016, pages 1-17

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