Fonte: Journal of Tourism & Development; v. 3, n. 17/18 (2012); 1469-1480
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Resumo: Although thermal spas do not have a significant weight on Portugal’s domestic tourism, there are regions where they are predominant. The Dão-Lafões region, with six thermal spas, is an authentic example of the relative importance of this tourism product for its development.Demand trends that have occurred in recent years, demonstrate new opportunities for thermal spas, guiding their (re)positioning for a composite product that can satisfy different market segments. It is this context that thermal spas are examined, based on an integrated approach of the various products and needs, to create a strong image that enhances and reinforces the attractiveness and visibility dimensions of a thermal resort. The research methodology was based on an empirical study to assess the importance of factors related to the spas environment and how they influence consumers’ loyalty. The results show the relevance that these factors may have on future strategic decisions for the sustainable development of those spas.
