Unit:
ΠΜΣ Σχεδιασμός και Διοίκηση Υπηρεσιών ΥγείαςLibrary of the School of Health Sciences
Author:
Theodosiou Konstantinos
Supervisors info:
Μαρία Κατζανού, Επικ. Καθηγήτρια, Ιατρική, ΕΚΠΑ
Γιάννης Τούντας, Καθηγητής, Ιατρική, ΕΚΠΑ
Κυριάκος Σουλιώτης, Αναπλ. Καθηγητής, Τμήμα Κοινωνικών Επιστημών, Πανεπιστήμιο Πελοποννήσου
Original Title:
Το μάρκετινγκ στον τουρισμό υγείας
Translated title:
Health tourism marketing
Summary:
The thesis examines the phenomenon of health tourism and health tourism management. Health tourism is defined as the process of traveling outside the accommodation area for medical services. The aim of the study is to study health tourism; analyze the current situation in the sector; study the concept of social marketing and the role it can play in health tourism; study the practice of marketing in health tourism; study the case of health tourism in Greece; assess the country's global performance in health tourism and to form propositions for the improvement of the international position of Greece. In order to achieve the above objectives, a literature review was conducted using international and Greek sources, as well as a search for relevant secondary statistics on the Internet.
The study of the concept of health tourism has revealed that there are several categories, including medical tourism and wellness-spa tourism. There is a trend towards the development of health tourism worldwide, with many developing countries having a very good track record as well as health tourist flows from developed countries to developing countries. From the case study of Greece, it emerged that the country has significant advantages that can be exploited so as to improve the country’s position in health tourism. These advantages include high quality of medical services and highly qualified staff (like northern European countries, eg. Germany) as well as tourist infrastructure (like South-East Asian countries with highly developed health tourism). Therefore, Greece should proceed to the formulation of an integrated legal framework which will include the provision of incentives that will lead to the creation of infrastructure and the provision of integrated services combining health and tourism. However, in order to do so, a comprehensive development plan including health and tourism is needed, something that has not yet happened, despite the recognition of the sector's opportunities for Greece. The marketing plan to be developed by the countryto promote health tourism should reflect developments in the above areas and cooperation between the health and tourism sectors to fully meet the needs of medical visitors.
Main subject category:
Health Sciences
Keywords:
Health tourism, Medical tourism, Spa tourism, Marketing
