Most spas are surrounded by beautiful natural environments, so these facilities contribute
to sustainable economic development and their guests are national and local tourists with a high
average stay. This study has the objective of analyzing the factors associated with the level of
satisfaction and the profile of spa tourists in Andalusia, southern Spain. The methodology used was
a quantitative study based on a stratified cross-sectional survey. Each stratum was a spa, with a
population of 53,231 users per year, whose final sample included 725 users. The results found were
that the profile of Andalusian spa tourists is predominantly female, over 56 years old, and retired
with average incomes below one thousand euros. The level of satisfaction of its users is above the
average in the factors of accommodation, restaurants, spa, and public roads and natural environment
and most of these clients would recommend it to others [92.4%] and express the intention to return
[63.6%] which indicates that Andalusian spas show a very high level of customer loyalty. The study
has the limitation of being cross-sectional quantitative research carried out in Andalusia that could
be complemented in future research with a qualitative study with experts. The research presents
contributions for companies since they could develop strategies to attract users with younger profiles
with activities, prices, or spaces that are more appropriate to their needs and seek the conditions to
increase the satisfaction of these segments. The study is original since this research is a quantitative
study that shows the real profile of the Andalusian spa tourist and their high level of satisfaction
with the spa and their loyalty. The surveys were conducted at each spa by a face-to-face researcher
with a response rate of 98%.
