Developing Virtual Tour Platforms for Creating Sustainable Development of Spa Resorts: An Example from Poland

Summary The aim of this case study is to present the model and structure of a platform for virtual tours of spas and to determine its impact on the sustainable development of spas. The method is based on a review of literature on spa tourism and e-marketing tools, and a modelling of the designed platform is used. It is an online promotional platform promoting spa resorts. It matches tourists with spa resort enterprises using virtual reality and information on the effectiveness of spa treatment based on natural resources. Practical implications point to the informational and promotional functions of the platform for spa communes and their visitors, as well as key functionalities in its integration with other marketing tools and personalization. They also identify resources and factors for effective platform implementation. The case is focused on the development of spas in Central and Eastern Europe, examining the extent to which traditional therapeutic spas can adapt their promotion to better attract and welcome commercial (non-state-funded) visitors, as well as international tourists. Information © The Authors 2025