The Impact of Digital Marketing on Health Tourism in the Western Balkans during the COVID-19 Pandemic
The Impact of Digital Marketing on Health Tourism in the Western Balkans during the COVID-19 Pandemic

Author(s): Bojana Ostojić, Miodrag Bogdanović, Jelena Ružić
Subject(s): Health and medicine and law, Tourism, ICT Information and Communications Technologies
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Health tourism; Digital marketing; Western Balkan; Covid-19
Summary/Abstract: Health tourism is the fastest growing healthcare industry worldwide and it refers to patients traveling to other developed or developing countries to improve or renew individual medical interventions. The growth of health tourism can also be seen as a chance for innovation and growth in developing countries. With this type of tourism as an export-growing strategy, many socio-economic problems can be solved that developing countries with traditional industries are faced. The Covid-19 pandemic has changed the current views on the ways of doing business, as well as on tourism, which is becoming the industry that has suffered the most damage. In that sense, regional cooperation could be of saving importance for the tourism of Western Balkans countries after the pandemic of the Covid-19 and especially health tourism.

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