EVALUATING HEALTH TOURISM SERVICES IN BOSNIA AND HERZEGOVINA

Abstract

Bosnia and Herzegovina (BiH) possesses abundant resources that offer favorable opportunities for the development of health tourism. However, these resources are currently underutilized, with the majority of health tourism services being provided through thermal spa centers. Hence, the objective of this research was to analyze user satisfaction with six thermal spa centers located in Bosnia and Herzegovina. User ratings on the Booking.com platform were employed as a measure of satisfaction. These centers utilize Booking.com as a global promotion and booking tool, allowing users worldwide to access their services. To determine the highest-rated thermal spa centers, multi-criteria decision-making (MCDM) methods were applied. Specifically, the Entropy method was used to assign weights to different criteria, while the CRADIS (Compromise Ranking of Alternatives from Distance to Ideal Solution) method facilitated the ranking of terms based on their ratings. The analysis revealed that Terme Ozren and Terme Laktaši achieved the highest user satisfaction ratings. These findings emphasize the importance of continuous improvement of user satisfaction for all facilities offering tourist services, including thermal spa centers. User ratings on the Booking.com platform can serve as valuable guidance and feedback to enhance the quality of services.