Analysis of the Determinants of Individuals’ Decision-Making in Choosing Health Tourism Services in Thermal Spa Hotels

This study aims to analyze the determinants influencing individuals’ decisions when selecting health tourism services in thermal spa hotels. The research examines the impact of personal factors (such as social, psychological, and health-related aspects) and marketing factors (such as service quality, physical evidence, promotion, and pricing). After evaluating the hypotheses results indicate that personal factors significantly affect decision-making. Specifically, psychological and social factors (such as family support, psychological comfort, and preference for traveling with friends) play a strong role in individuals’ choices. Additionally, health-related concerns strongly influence the decision to seek treatment in natural environments. Based on these findings, the study recommends enhancing the hospitality experience in thermal spa hotels, improving natural ambiance, and integrating these elements into marketing strategies.