Business Performance of Health Spa Tourism Providers in Relation to the Structure of Employees in the Republic of Croatia

Abstract

Health spa tourism services are provided in special hospitals for medical rehabilitation and health resorts, and include controlled use of natural healing factors and physical therapy under medical supervision in order to improve and preserve health. Health tourism is a service industry and therefore labor-intensive industry in which human resources are one of the key factors of business success. The aim of this study was to analyze business performance of special hospitals for medical rehabilitation and health resorts in Croatia in relation to the structure of employees, specifically the number of physicians and total medical personnel, as well as the share of physicians and medical personnel in the total number of employees. The assumption was that those who employ more physicians and medical employees are more successful. The empirical research was conducted and the assumption was tested firstly by correlation analysis and afterwards by regression analysis. The total number of employees in the researched health resorts and special hospitals amounted to 2,863, of which the share of physicians specialists accounted for almost 7%, while the share of total medical staff was almost 53%. From the results of our research, it can be concluded that special hospitals for medical rehabilitation and health resorts, which employ more physicians and medical personnel, are achieving better financial business performance. Based on the results obtained, it is possible to provide guidance for further growth and development in the direction of basing the primary offer on medical-health offer, rather than on wellness offer, which is a strong trend in the world. These findings are important for planning the health and tourism policies in Croatia and similar countries.

Business Opportunities and Drivers for Health and Spa Tourism: A Qualitative Research on Baile Felix Spa Resort, Romania

“…Research in various countries and resorts (Poland, Spain, Croatia, China, and Kazakhstan) has shown that customer expectations and, consequently, business performance are strongly dependent on the diversity and performance of medical and wellness facilities [107,108], the number and involvement of qualified medical staff [109], and medical procedures and entertainment programs [110,111]. Finally, other studies focus on finding a business model for health and spa tourism companies that reconciles the expectations of tourists and stakeholders with environmental and sustainability imperatives under conditions of efficiency and long-term profitability [112].…”