Determinants of thermal facility selection in the post-pandemic era: An exploratory study of the Turkish market

Abstract

This study examines how thermal tourists in Turkey select facilities in the post-pandemic period, when perceived safety, sustainability, and cultural fit increasingly shape service expectations. It aims to identify the multidimensional determinants of thermal facility selection and to develop a facility-level measurement instrument, the Thermal Facility Selection Scale (TFSS). A cross-sectional survey design was employed, and data was collected from 344 adults with recent experience in thermal facilities using snowball sampling. The TFSS factor structure was explored through exploratory factor analysis using Varimax rotation, while sociodemographic differences were examined using one-way ANOVA with appropriate post-hoc procedures. The results reveal a robust multidimensional structure encompassing key dimensions such as Product Enrichment and Integration, Ethics, Safety and Environment, Accessibility, Price and Technical Infrastructure Quality, and Belief and Cultural Affinity. Preferences differed meaningfully by age, indicating distinct segmentation patterns within the thermal tourism market. Participants aged 65+ emphasized functional accessibility and medical/technical trust (APTIQ), whereas younger cohorts placed greater weight on experience enrichment and integration with gastronomy and leisure (PEI). In addition, safety, hygiene, and thermal water quality emerged as core determinants across all groups, reflecting heightened post-pandemic risk sensitivity. Taken together, the results imply a dual positioning strategy: safeguarding and clinical assurance for the ‘Silver Economy’ alongside experience-led value propositions for younger generations, while also integrating sustainability and culturally sensitive service design to enhance competitive advantage in thermal tourism.