Zielgruppen deutscher Kurorte und Heilbäder – eine Mikrosegmentierung mittels Clusteranalyse

Hürten Dennis () and Kimmich Katharina ()
Additional contact information
Hürten Dennis: Hochschule für Wirtschaft und Umwelt Nürtingen-GeislingenStudiengang Gesundheits- und TourismusmanagementParkstraße 473312GeislingenDeutschland
Kimmich Katharina: Heilbäder und Kurorte Marketing GmbH Baden-Württemberg / Heilbäderverband Baden-Württemberg e.V.Esslinger Straße 870182StuttgartDeutschland

Zeitschrift für Tourismuswissenschaft, 2020, vol. 12, issue 3, 427-444

Abstract: The health care reforms implemented from 1996 onwards led to a sharp decline in outpatient medical treatments. As a result, German health resorts lost a major source of income and had to develop new markets. Self-financed health tourism was an important segment in this context. It therefore became increasingly important to address the needs and wishes of customers. The Heilbäder und Kurorte Marketing GmbH Baden-Württemberg also recognised this necessity and conducted its own motive and target group analysis The study was financed with financial support from the Ministry of Justice and for Europe Baden-Württemberg. in 2018. The central element of this study was a classification of the consumers via cluster analyses. The six resulting types of health tourists identified in this way form an important basis for the future marketing of health tourism offers in Baden-Wuertemberg’s health resorts.

Keywords: Health tourism; development of offers; classification; health-related behaviour; Baden-Wuerttemberg; Gesundheitstourismus; Angebotsentwicklung; Klassifikation; Gesundheitsverhalten; Baden-Württemberg; Health tourism; development of offers; classification; health-related behaviour; Baden-Wuerttemberg (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1515/tw-2020-0020 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bpj:touwis:v:12:y:2020:i:3:p:427-444:n:5

DOI: 10.1515/tw-2020-0020

Access Statistics for this article

Zeitschrift für Tourismuswissenschaft is currently edited by Andreas Kagermeier

More articles in Zeitschrift für Tourismuswissenschaft from De Gruyter
Bibliographic data for series maintained by Peter Golla ().