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Purpose: The purpose of this paper is to determinate key factors of health and well-being (H&WB) tourism destination expressed by consumers, this means guests (both patients and tourists) in spa destinations or destinations focus on wellness and/or sport activities. Design/methodology/approach: The identification of key factors is based on subjective valuation of each individual consumer. Empirical data were collected through a questionnaire survey in five European countries – United Kingdom, Finland, Germany, Austria and the Czech Republic and were processed by categorical data analysis and exploratory factor analysis. Findings: It was recognised that medical services have proven to be the most important key factor in the assessment and development of health and wellbeing tourism destinations followed by the environment. Accommodation and wellness services are the third and fourth key factors which have significant influence on H&WB tourism destination. Originality/value: The importance of the environment as the second key factor for evaluation and development of H&WB tourism destination is a crucial step in the strategic decision-making process. The development of products, choice of price tools and other tasks of the destination management focused on health and human well-being have to respect this fact.

Environment as a Key Factor of Health and Well-Being Tourism Destinations in Five European Countries