A STUDY OF THERMAL TOURISM CONSUMERS' PERSPECTIVES TOWARDS THERMAL TOURISM AND EVALUATIONS OF SERVICE QUALITY DIMENSIONS

Abstract

Thermal tourism, which is closely correlated with medical tourism, can be defined as on-site sources of natural minerals in regions with hot springs, travertines and muddy water, and that are used for hydrotherapy purposes. The advent of this kind of service industry marks the next step after the continuing acceleration of industrialization in the historical process of change starting with the agrarian, handicraft economy. Quality is one of the most significant concepts within the service industry as it helps us understand consumer experience, and provides competitive advantage. The main purpose of this study is to explore consumers’ perception to thermal tourism. In this case, the study conducts a survey on consumers utilizing the thermal tourism centers in Kizilcahamam, Haymana and Beypazari, and therefore, aims to explore consumer perspective on quality of thermal services provided around the Ankara region. The survey is administered on 347 thermal consumers, and its results are interpreted using statistical techniques such as frequency analysis, percentage distribution, and factor analysis. The study concludes that consumer interpretation of quality differs by region, and consumers pay attention to quality when making their preferences.

Keywords

• Thermal Tourism,SPA,Wellness,Service Quality

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