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Aspects of Marketing in Dental Tourism—Factor of Sustainable Development in Romania

Flavia Dana Oltean, Manuela Rozalia Gabor, Aurélia-Felicia Stăncioiu, Mihaela Kardos, Marta Kiss and Roxana Cristina Marinescu
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Flavia Dana Oltean: Economic Sciences Department, “George Emil Palade” University of Medicine, Pharmacy, Sciences and Technology of TârguMureș, Faculty of Economics and Law, 540139 TîrguMureș, Romania
Aurélia-Felicia Stăncioiu: Faculty of Marketing, Bucharest University of Economic Studies, 010374 Bucharest, Romania
Mihaela Kardos: Economic Sciences Department, “George Emil Palade” University of Medicine, Pharmacy, Sciences and Technology of TârguMureș, Faculty of Economics and Law, 540139 TîrguMureș, Romania
Marta Kiss: Economic Sciences Department, “George Emil Palade” University of Medicine, Pharmacy, Sciences and Technology of TârguMureș, Faculty of Economics and Law, 540139 TîrguMureș, Romania
Roxana Cristina Marinescu: Faculty of Economics and Business Administration, University of Craiova, 200585 Craiova, Romania

Sustainability, 2020, vol. 12, issue 10, 1-13

Abstract: Dental tourism is a growing and emerging phenomenon that is becoming more attractive to patients due to its potential for decreased expenses, increased convenience, and immediacy of treatment. The necessity for travel is the primary motivation for seeking dental treatment due to the successful cooperation between tourism and healthcare. While dental tourism has been largely researched from the perspective of the patient, our research is the first research to apply a concomitant approach on dental clinics and tourism agencies. The aim of our study wasto provide comprehensive empirical evidence from the perspective of the dental clinics and tourism agencies in Romanian dental tourism. We used a representative sampling with an online questionnaire on 160 dental clinics and 32 tourism agencies. The results indicate that both entities have small amounts of information, but they are interested in investing, promoting, and creating a partnership to create a sustainable industry of dental tourism. Dental tourism could strongly contribute to the country’s image and help to prolong the seasonality of tourism activity by enhancing the strategic marketing of dental clinics and tourism agencies toward sustainable health tourism.

Keywords: medical tourism; dental tourism; Romania; dental clinics; tourism agencies; sustainable tourism; marketing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (2)

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