Perceptions and Profiles of Young People Regarding Spa Tourism: A Comparative Study of Students from Granada and Aachen Universities

Abstract

Spa tourism has undergone important changes in recent decades, actively embracing wellness and wellbeing. However, this transition is taking place in different ways in Europe, and this has led to varying perceptions of thermalism that have little to do with its original conception. The main aim of this study was to analyse current perceptions of spa tourism amongst university students, so as to identify profiles and compare the differences between two study cases: Granada (Spain) and Aachen (Germany). For this purpose, we applied a methodology that combines artificial intelligence techniques with questionnaires containing both quantitative and qualitative variables. This enabled us to identify and characterize a series of profiles, so as to acquire detailed knowledge of the perceptions of these students regarding spa tourism in Granada and Aachen. On the basis of the results, the interviewees were grouped together into seven profiles from which we deduced that young Germans from Aachen visit spas more frequently and have a more realistic perception of the thermal sector than young Spanish people from Granada. This situation could limit present and future demand for spas in southern Spain. With this in mind, in this paper we present an updated assessment of the demand for spas amongst university students, in order to design effective geomarketing strategies in two cities with long spa traditions.