Strategic Position of A Tourism Destination in the Light of SWOT Analysis: A Case Study of Polish SPA Resorts

Diana Dryglas

AGH University of Science and Technology, Faculty of Geology, Geophysics and Environmental Protection, Department of General

Geology and Geotourism, Poland

Abstract: SPA resorts are of growing interest on global health tourism market since enhancing and maintaining health gain in importance. Facing with today’s increasingly dynamic and competitive situation among spa resorts, it is significant to assess their strategic position and development directions. Therefore, SWOT analysis was used to explore strengths and weaknesses, threats and opportunities of all 45 statutory Polish spa resorts by organized workshops with representatives of public, private and non-profit sectors located there. To support their decision making process, a set of twenty SWOT factors was identified qualitatively.

Key words: strategic position, SWOT analysis, spa resort, Poland