The “Comparative Analysis of Spas” — An instrument for the re‐positioning of spas in the context of competition in spa and health tourism

No tourist segment is at present marked by such a massive expansion of offers like the ones of spa tourism. Today, only in Germany more than 350 medicinal baths and spas try to position themselves on the market highly demanded “self‐payers” (see Deutscher Heilbäderverband 2002, p. 257–573.). Even outside the spas, the offer of health‐tourism develops dynamically. The demand‐side oft he market for health‐tourism services is very promising and has initiated a world‐wide mobilization health‐conscious tourists. To be actually perceived in this very growing market, suppliers — particularly medicinal baths and spas — which have a rather “traditional” image — must distinguish themselves with a clear profile. Moreover, capital projects or business promotions require clear decisive factors towards specialization and how to position oneself in the long‐term. Last but not least it remains to be answered how medicinal baths and spas should be presented on the market at the level of tourism destinations or countries in order to differ from other spa destinations. Of course, these questions are not only a challenge for medicinal baths and spas in the German‐speaking countries. Particularly in Eastern Europe where today huge amounts of money are invested into the infrastructure of health‐tourism, a basis for long‐term support factors as well as for decision taking factors are required to align the specific offer with the needs of selected target groups. For this complex setting of tasks the European Tourism Institute (ETI) has developed a well‐aligned instrument for data‐collection, data‐evaluation and data‐analysis which makes possible consistent decisions on product development and product positioning for the individual spas well as for marketing on the regional or state level. Therefore, the comparative analysis of spas takes into consideration the needs of the market as well as the specific design of offers and the attractiveness of locations.