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Content Analysis of Greek Medical Tourism Websites for a Successful Implementation of an E-Marketing Strategy

In: Consumer Behavior, Organizational Strategy and Financial Economics

Author

Listed:
  • Katsoni Vicky

    (Tei of Athens)

  • Goula Aspa

    (Tei of Athens)

  • Karagianni Olympia

    (Tei of Athens)

  • Prezani Aikaterini

    (Tei of Athens)

  • Papandoniou Panagiotis

    (Tei of Athens)

  • Hatzidimitriou Maria

    (Tei of Athens)

Abstract

The growing international demand for top medical services in combination with consumers’ constant research for competitive prices in such services, has led to the growth of medical and health tourism in Greece, mainly because of the country’s Mediterranean climate and its qualified health experts. In accordance with the above, the use of the Internet enables the Greek medical community to expand its marketing and advertising outside its borders. In this paper, the authors try to form a data base of the medical tourism providers in Greece and then they proceed with a website evaluation of the medical tourism providers in order to investigate and appraise their internet appearance. The results of the website evaluation can in turn lead to useful practical results with the aim of providing a successful e-marketing strategy implementation of the medical tourism providers.

Suggested Citation

  • Katsoni Vicky & Goula Aspa & Karagianni Olympia & Prezani Aikaterini & Papandoniou Panagiotis & Hatzidimitriou Maria, 2018. "Content Analysis of Greek Medical Tourism Websites for a Successful Implementation of an E-Marketing Strategy," Eurasian Studies in Business and Economics, in: Mehmet Huseyin Bilgin & Hakan Danis & Ender Demir & Ugur Can (ed.), Consumer Behavior, Organizational Strategy and Financial Economics, pages 37-51, Springer.
    • Handle: RePEc:spr:eurchp:978-3-319-76288-3_3
    DOI: 10.1007/978-3-319-76288-3_3
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