Spa Towns as Part of the Cultural Identity of Slovak Regions from the Perspective of the Young Generation

Abstract

This paper examines how Generation Z perceives spa towns in Slovakia with regard to their cultural and historical value. Although Slovak spa towns possess significant architectural and cultural heritage, this dimension remains weakly reflected in communication targeting younger visitors. The study adopts a qualitative research approach based on semi-structured interviews with eight respondents aged 18 to 29 who had visited at least one Slovak spa town. The interview data were analysed using thematic analysis. The results show that visits to spa towns are primarily motivated by rest and relaxation, while cultural heritage does not play a decisive role in destination choice. Respondents evaluated the aesthetic aspects of spa environments positively but demonstrated low awareness of their historical and symbolic significance. Cultural elements were perceived mainly as part of the visual setting rather than as meaningful cultural resources. At the same time, respondents repeatedly pointed to insufficient visibility of cultural information and expressed a strong preference for digital and visually engaging forms of heritage presentation. The findings indicate that cultural heritage is not rejected by Generation Z visitors but remains underutilised due to inadequate communication. Improving the digital accessibility and visual interpretation of cultural content may therefore enhance the perception of spa towns as cultural destinations for younger generations.