Success factors for spa resorts in Hungary

Abstract

The relevance of our research is that a significant part of Hungary’s spa resorts is currently struggling with the instability of the post-maturity stage of the settlement life cycle. The renewal of spa towns is determined by their ability to (re)activate competitive and sustainable local dynamics. The aim of our research is to explore the components of the success factors of Hungarian spa resorts, which can be potential areas of action for decision-makers. By exploring the underlying causal factors based on consumer opinions, a theoretical structure is created from factors to variables. In order to achieve our research goal, we chose a questionnaire survey from among the quantitative research methods. During the processing of the data, we used univariate descriptive statistical methods and factor analysis from among the multivariate statistical methods. The most important values for the respondents at a spa resort are peace and quiet and the quality of accommodation. We identified five of the success factors of spa resorts with scientific rigor. The elements of the theoretical structure of the success factors are favorable infrastructure and environment, extensive opportunities for cultured entertainment, high-quality medical services, a diverse cultural offer, and high-quality services at high prices.