Abstract
The increased consumers’ shift towards a healthier lifestyle resulted also in a change towards a natural way of healing and curing diseases and disorders. Therefore, the health and wellness industry grew rapidly all over the world, making it a dynamic tourism market in a country's economy. Under this context, this study aims in segmenting customers of the thermal spring baths of Pozar Aridaia, Greece, based on perceived importance of the wellness facilities. Field research was actualized on the premises of the thermal springs, employing a questionnaire designed specifically for this purpose and based on the results of qualitative research and previous literature review. Sixteen wellness facilities were rated on a five point scale by 263 customers. Data analysis included descriptive statistics, reliability, and factor and cluster analysis. Three factors derived based on visitors’ perceptions accounting for 76.4% of the total variance. Cluster analysis exported three clusters: the customers with high demands, the ones with moderate demands and the mostly indifferent in demands customers. The results of this research are considered necessary for the thermal spring/spa of Pozar in order to satisfy its customers and maintain its market share.
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