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Health Tourism Industry: Segmentation, Differentiation and Communication

Author

Listed:
  • Marina Covalenco (Dobrovolschi)

    (“Transilvania” University of Braşov, Romania)

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.

Suggested Citation

  • Marina Covalenco (Dobrovolschi), 2024. "Health Tourism Industry: Segmentation, Differentiation and Communication," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 418-425, August.
    • Handle: RePEc:ovi:oviste:v:xxiv:y:2024:i:1:p:
    as

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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    health tourism; segmentation; differentiation; entrepreneur; leadership; communication;
    All these keywords.

    JEL classification:

    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior
    • J17 - Labor and Demographic Economics - - Demographic Economics - - - Value of Life; Foregone Income
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • L53 - Industrial Organization - - Regulation and Industrial Policy - - - Enterprise Policy
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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