Erholung wirkt ansprechender als Gesundheit – Anregungen für die Angebotskommunikation von Gesundheitsdestinationen

Hürten Dennis () and Kimmich Katharina ()
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Hürten Dennis: Hochschule für Wirtschaft und Umwelt Nürtingen-Geislingen Studiengang Gesundheits- und Tourismusmanagement Parkstraße 4 73312 Geislingen Deutschland
Kimmich Katharina: Heilbäderverband Baden-Württemberg e.V. Heilbäder und Kurorte Marketing GmbH Baden-Württemberg Esslinger Straße 8 70182 Stuttgart Deutschland

Zeitschrift für Tourismuswissenschaft, 2024, vol. 16, issue 1, 86-102

Abstract: An important task of the Heilbäder und Kurorte Marketing GmbH Baden-Württemberg is to market the spas and health resorts of Baden-Württemberg as contemporary health destinations. To achieve this goal, a market research-based strategy was developed in the years 2019 to 2022. This envisions positioning health tourism in Baden-Württemberg on two tracks via the topics ‘health’ and ‘recovery’. For this reason the question arose to what extent the customer approach should be differentiated regarding these two macro segments. To answer this question, in the year 2022 a quantitative market research study was conducted, in which the current communication (terms, slogans, advertising images and advertisements) was compared with regard to the two previously mentioned topics. The results of the study suggest that the topic of ‘recovery’ is more suitable overall for addressing customers than the topic of ‘health’.

Keywords: Health tourism; health; recovery; customer approach; Baden-Wuerttemberg; Gesundheitstourismus; Gesundheit; Erholung; Kundenansprache; Baden-Württemberg; Health tourism; health; recovery; customer approach; Baden-Wuerttemberg (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:bpj:touwis:v:16:y:2024:i:1:p:86-102:n:1001

DOI: 10.1515/tw-2023-0003

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