PROMOTION OF HEALTH TOURISM IN SPA BANSKO

Abstract

Among the dense forest of Mount Belasitsa on one side and the beautiful view of Strumica valley on the other, in the eastern end of the village of Bansko is located the hydrothermal medical center "Car Samuil", also known as Spa Bansko. The thermo mineral waters springing from the footer of Belasica are the warmest in our country with a water temperature of 72°C and are well known for their exceptional healing properties. Car Samuil is a modern center for extended treatment and rehabilitation of patients in modernly equipped rooms for all types of therapy in the field of physical medicine and rehabilitation, as the slogan of this spa reads "With respect to tradition, in step with the modern". The medicinal water, the ideal climate, the clean air and the excellent geographical location make the spa an attractive medical and tourist center, but in addition to these benefits, the most important factor for attracting visitors is the appropriate promotional campaign. Purpose: The purpose of this research is to see if the Spa Bansko executes adequate promotion of its activity, if the spa highlights its infrastructural merits and which attributes particularly attract visitors. Should the promotion of the spa be only online or in addition to the official website, it is necessary to expand the promotional campaign. Methodology: For the purposes of this research, a survey was used as a data collection technique, and then grouping, processing and calculation of the obtained data was performed. The answers to the specific questions on the questionnaire are presented in tabular form. During developing and presenting the questions, were used the X2 test and the contingency coefficient, in order to determine the connection between the variables that are of interest in this research. Results: After processing the survey questionnaires, results were obtained from which it can be concluded that the basic hypothesis, which read: the Car Samuil spa is properly promoting its activity, is confirmed. It is confirmed not only by the given answers, but also by the calculated value of X2 test for each of the questions separately which is lower than its corresponding table given value. Conclusions: Currently, the spa uses the slogan "With respect to tradition. In step with the modern", which both employees and visitors consider to be attractive enough when promoting the spa. Emphasizing the medicinal value of the water is the most important when promoting the spa. When surveying the employees as well as the visitors, the majority believe that the spa promotes its activity appropriately. Recommendations: Promotion of the spa among athletes with a special emphasis that the INDIBA ACTIV CT9 device is available exclusively in the Spa Bansko, which is important for muscle rehabilitation, noting that such a device is also used by athletes from the Barcelona football club, tennis ace Rafael Nadal and many other famous athletes.