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Zielgruppen deutscher Kurorte und Heilbäder – eine Mikrosegmentierung mittels Clusteranalyse

Author

Listed:
  • Hürten Dennis

    (Hochschule für Wirtschaft und Umwelt Nürtingen-GeislingenStudiengang Gesundheits- und TourismusmanagementParkstraße 473312GeislingenDeutschland)

  • Kimmich Katharina

    (Heilbäder und Kurorte Marketing GmbH Baden-Württemberg / Heilbäderverband Baden-Württemberg e.V.Esslinger Straße 870182StuttgartDeutschland)

Abstract

The health care reforms implemented from 1996 onwards led to a sharp decline in outpatient medical treatments. As a result, German health resorts lost a major source of income and had to develop new markets. Self-financed health tourism was an important segment in this context. It therefore became increasingly important to address the needs and wishes of customers. The Heilbäder und Kurorte Marketing GmbH Baden-Württemberg also recognised this necessity and conducted its own motive and target group analysis The study was financed with financial support from the Ministry of Justice and for Europe Baden-Württemberg. in 2018. The central element of this study was a classification of the consumers via cluster analyses. The six resulting types of health tourists identified in this way form an important basis for the future marketing of health tourism offers in Baden-Wuertemberg’s health resorts.

Suggested Citation

  • Hürten Dennis & Kimmich Katharina, 2020. "Zielgruppen deutscher Kurorte und Heilbäder – eine Mikrosegmentierung mittels Clusteranalyse," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 12(3), pages 427-444, November.
    • Handle: RePEc:bpj:touwis:v:12:y:2020:i:3:p:427-444:n:5
    DOI: 10.1515/tw-2020-0020
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