Thermal Spas Internet Marketing: An Analysis of Portuguese Thermal Spas’ Websites

Wellness and spa tourism represents a leading role in the tourism industry. In Portugal, health and wellness tourism has also had a significant growth and is considered one of the ten strategic products of the country. The aim of this paper is to analyze the use of information and communication technologies, more specifically websites, as an essential tool for advertising the health and wellness offer of the 19 thermal spas in the central region of Portugal. Thus, the quality of these thermal spas’ websites was analyzed using various indicators. Seventy items were used to analyze website contents and grouped into nine categories: location and contact information, general information, health and wellness services information, spa facilities information, booking information, surrounding area information, communication with customers, social networks, and languages. In addition, updated and website functionality was analyzed. This study provides useful insights that thermal spas in the central region of Portugal should consider to improve their webpages. In doing so, they can attract other segments, enhance customer loyalty, and increase sales. Having an Internet presence is not enough; the webpage has to stand out among the others so that the thermal spa will have a competitive advantage.