Determining factors of the Spring SPA image in Portugal

Introduction: Mineral Spring SPA in Portugal (sometimes referred to as Thermal) is part of health and wellness tourism, and gained prominence as a therapeutic and relaxation alternative. The image of SPA resorts directly influences the attractiveness and competitiveness of destinations. Objective: To analyse the image of Spring SPA in Portugal, understand the factors that shape it, and assess its relationship with visitor satisfaction and loyalty, as well as identify reasons for non-visitation. Methods: An online questionnaire was conducted among residents in Portugal between May and June 2024, yielding 274 valid responses. Data was analysed using factor analysis and linear regression with SPSS software. Results: Only 29.9% of respondents had previously visited thermal resorts, mainly motivated by leisure/well-being (82.9%). The current image of Spring SPA resorts is associated with modern health and wellness practices. Satisfaction showed a strong correlation with loyalty (R² = 0.584). Among non-visitors, lack of knowledge about Spring SPA resorts and preference for other types of tourism were the main barriers. Conclusion: The image of Spring SPA in Portugal is becoming more modern, but still faces challenges related to communication and public perception. More effective marketing strategies and a focus on customer experience are essential to increase visitation and loyalty among spa-goers.