A traditional sector of the economy in a new light: emerging trends in health tourism
A traditional sector of the economy in a new light: emerging trends in health tourism

Summary/Abstract: The global health tourism sector has experienced tremendous changes in the past decades as traditional areas have lost certain priorities. As new actors posed new challenges demands were modified and the new type of consumer seeks new supply. The globalization driven competition compels innovation for countries offering traditional health tourism options. Although several nations, including Central and Eastern European countries have an internationally notable health tourism potential based upon outstanding features and excellent traditions, the lack of differentiated marketing responding to the respective needs frustrates its maximization. Success in the increasingly globalized health tourism market requires familiarization with the demands of traditional and new markets, the search for and identification of market gaps, innovative facility and service development responding to continuously changing needs, product and market diversification along with effective communication. The authors relying on one and a half decades of related professional experience along with the use of internationally and domestically available secondary sources aim to summarize various recent tendencies and developments expected to alter the current marketing practices.

• Details
• Contents