Sustainable tourism as an opportunity for the revitalization of Zmajevo Spa: inspiration from the good practice of Lenti Spa in Hungary

This study explores the potential of Zmajevo, a rural settlement in Vojvodina with thermal and medicinal waters, for spa and wellness tourism development,
using Lenti Spa in Hungary as a reference model. Field research was conducted between March 2024 and March 2025 in Lenti, where 229 visitors were surveyed through a structured Likert-scale questionnaire covering wellness, gastronomy, staff professionalism, hygiene, and price–quality perceptions. Descriptive statistics and Pearson’s chi-square tests were applied to identify gender-based differences in satisfaction. Results show consistently high satisfaction across all dimensions, with women expressing statistically significant higher ratings in areas such as service diversity, staff expertise, authenticity, and gastronomy. These findings suggest that educated women of middle and older age represent the primary target group. The hypothesis that spa and wellness tourism, when grounded in quality, authenticity, and inclusivity, can transform Zmajevo into a competitive destination is confirmed. Practical implications highlight the importance of sustainable planning, local gastronomy, and service excellence.