Health Tourism Market Segmentation

Abstract

Health and tourism are viewed together as a growing industry based on strong opportunities to develop a new face of healthcare away from home. These social and economic sectors have different aims, creating a way for profitable business. Health units become entrepreneurs, and patients are targeted as customers. The study's main objective is to show the importance of market segmentation strategy, which entrepreneurs view as an opportunity to gain present customers for their future products or services. It is qualitative research based on semi-structured interviews of 12 people (3 doctors, 3 tourism entrepreneurs, 2 transport entrepreneurs, 3 wellness and spa entrepreneurs, and 1 professor researcher in the healthcare field). Points of discussion show the most important criteria for dividing the health tourism market, through entrepreneurs and customers, and answers for each planned decision. Health tourism players create management plans based on this marketing strategy according to each product or service category. Respondents were introduced to the subject of healthcare and the possibility of choosing a destination for better care and with persuasion asked for individual opinions about the image of healthcare as a business, an opportunity to create leadership and tourism destinations, and the segmentation of the health tourism market. Accordingly, in ethical procedures, every voice was appreciated as an important opinion without manipulation for targeted answers. DOI: https://doi.org/10.53486/dri2024.11; UDC: [338.48:614.39]:[339.138:005.21]; JEL: I11, I12, I18, L83