ANALYSIS OF BATHING HABITS AMONG SPA VISITORS

The valorisation of healthy lifestyle has indicated the dynamic increase of healthcare sector. The consumer behaviour has been forming deterministically in health tourism. Visitors of spa towns can select various combinations of services either to sustain their health, to rest, to relax or to recover. It has a great importance for spas offering complex health tourism services to know the demands of guests and to reach the target groups with special, personalized service packages. After considering the statistical indicators of tourists visiting the spas of Northern Great Plain Region and the competitors of a selected spa, this paper aims to investigate the coherence among bathing habits, influencing factors of service demands, age and non-motivating coherences. The survey was taken place in a selected spa in Hajdú-Bihar County in August 2018 with random sampling questionnaire involving 256 visitors. During data analysis the coherence among indicators was examined with variant analysis (Levene’s test), in case of significant result with Welch’s t-test. Variances in age groups were analysed with Tamhane’s and LSD tests (post hoc analyses). We concluded that the primary information source of spas is still the suggestion of friends, acquaintances independently of the age of the respondent. Knowing this is relevant for further marketing communication. The most important features among the respondents are the condition of the spa and cleanness which are the basics of quality services. Motivations with coherence to age are social life and gaining experience, recovery and disease prevention. Visitors have the largest interest for family and kid programs. Recognition of bathing habits helps in marketing communication, reaching target markets effectively, pricing and service developments as well.健康生活理念的推广赋能了医疗保健行业的动态增长。健康旅游领域的消费者行为正呈现出确定性的演化态势。温泉小镇的游客可选择多样化的服务组合，以实现健康维持、休憩放松或康复疗养。对于提供复合型健康旅游服务的温泉机构而言，精准把握宾客需求，并通过定制化、个性化的服务套餐触达目标客群，具有至关重要的现实意义。在梳理北大平原地区温泉游客的统计指标与选定温泉机构的竞争对手格局后，本文旨在探究洗浴习惯、服务需求影响因素、年龄与非动机性关联之间的相关性。本调研于2018年8月在匈牙利豪伊杜-比豪尔州的一处指定温泉机构开展，采用随机抽样问卷法，共回收有效问卷256份，对应256名游客。数据分析阶段，首先通过方差分析（Levene检验，Levene’s test）考察各指标间的相关性；若检验结果显著，则进一步采用韦尔奇t检验（Welch’s t-test）开展验证。针对不同年龄组的方差差异，本文采用塔姆哈内检验（Tamhane’s test）与最小显著差异检验（LSD检验，即事后分析post hoc analyses）进行多重比较。研究结果显示，无论受访者年龄如何，温泉机构的主要客源信息来源仍为亲友推荐。这一结论对后续营销传播策略的制定具有重要参考价值。受访者最为关注的两项温泉服务特征为场馆运营状况与环境卫生清洁度，二者均为优质服务的核心基础。与年龄存在显著相关性的旅游动机包括社交互动与体验获取、康复疗养与疾病预防。游客对家庭亲子类服务项目的兴趣最为浓厚。掌握游客的洗浴习惯，有助于优化营销传播方案、精准触达目标市场、合理制定定价策略以及推进服务体系的优化升级。