Health Tourism Industry: Segmentation, Differentiation and Communication

Marina Covalenco (Dobrovolschi) ()
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Marina Covalenco (Dobrovolschi): “Transilvania” University of Braşov, Romania

Ovidius University Annals, Economic Sciences Series, 2024, vol. XXIV, issue 1, 418-425

Abstract: The research examines the dynamism of health tourism, with an emphasis on the contribution of segmentation, differentiation, and communication of entrepreneurs. It highlights the convergence of health tourism entrepreneurs' behavior into the best opportunities to gain profit and create a brand in the healthcare market. Organizational culture, worldwide trends and changes, and an open mind for a collaborative relationship entrepreneur-employer are significant driving forces in this field. The necessity for deliberate support in listening to customers' voices is a goal of market researchers in health tourism acknowledgment.

Keywords: health tourism; segmentation; differentiation; entrepreneur; leadership; communication (search for similar items in EconPapers)
JEL-codes: I12 J17 L26 L53 M31 Z32 (search for similar items in EconPapers)
Date: 2024
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