Applying destination attribute segmentation to health tourists: A case study of Polish spa resorts

The present research presents an effective segmentation of visitors to Polish spa resorts and thereby provides useful insights contributing to the understanding of the attributes determining the perceived spa resort’s image and nature of the delineated segments. The research is based on the findings from a self-administered questionnaire, an instrument consisting of 11 pull-motivational items, developed and used in a survey of 2050 Polish spa resort visitors. Based on destination attributes and relevant socio-demographic characteristics, a clustering method identified three distinct segments of visitors to Polish spa resorts.