Demand for the Polish Products of Health Tourism: Tourists’ Interest in Health Tourism in Selected European Countries
Journal Title: Medycyna Sportowa - Year 2017, Vol 33, Issue 3
Abstract
Poland is regarded as an important centre for world health tourism and is even sometimes called the clinic of Europe. Maintaining this opinion and further development, however, require a long-term strategy including promotion and cooperation building among entities sending and hosting tourists. The main objective of this work is to evaluate activities of tour operators from selected European countries in terms of organizing health tourism to Poland. The analysis concerns interest in this type of offer among customers from Germany, Austria, Great Britain, France, Russia, Ukraine and the Czech Republic and wider promotion possibilities of the Polish offer in those countries. The study is based on a critical analysis of scientific and consulting literature. Further development of Polish health tourism on the European market needs support from private and public service providers in making contacts with payers, insurance companies and brokers from individual countries. It is essential to build contacts and networks of partners. Creating online platforms as the most reliable source of information and a data base for foreign patients is crucial. Complex promotional campaigns (emphasising quality, safety, individual treatment of tourists, specialization in niche products and affordability) should be aimed at individual customers as well as group trip organizers.
Authors and Affiliations
Elżbieta Biernat
Keywords
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