HEALTH AND NUTRITIONAL LITERACY OF SPA SERVICE AS A FACTOR OF PERCEIVED SPA EXPERIENCE QUALUTY

Jovana Nikolčić; Andrija Milutinović; Jovan Bugarčić

doi:10.52370/TISC2667JN

Jovana Nikolčić University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vrnjačka Banja, Serbia
Andrija Milutinović University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vrnjačka Banja, Serbia
Jovan Bugarčić University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vrnjačka Banja, Serbia

DOI: https://doi.org/10.52370/TISC2667JN

Keywords: health literacy, nutrition literacy, spa tourism, tourist experience quality, customer satisfaction

Abstract

The importance of tourist experience is reflected in economic success, competitiveness, and reputation of destinations, contributing to tourist loyalty and positive word-of-mouth. Accordingly, improving customer experience has become a key strategic priority in contemporary tourism. At the same time, trends in health tourism emphasize the need for active user participation in maintaining and improving personal health, where health and nutrition literacy play an important role. Spa destinations represent integrated tourism products that combine medical, wellness, and gastronomic services, requiring users to understand information related to therapies, dietary recommendations, and healthy lifestyles to achieve high-quality experience. The aim of this paper is to examine the level of health and nutrition literacy among spa users, with a focus on Vrnjačka Banja Spa, and its influence on perceived tourist experience quality. The research was conducted using a quantitative approach through a survey among spa users in Serbia, contributing to a better understanding of the relationship between literacy, satisfaction, and revisit intentions. The findings revealed a significant relationship between the understanding of therapy purposes and the expected effects of the stay, while a positive corelation was identified between specific dimensions of satisfaction and the overall perception of services. These results confirm that a higher level of health and nutrition literacy directly contribute to a more positive and meaningful tourist experience.

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