Designing a health tourism product structure model in the process of marketing management

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This monograph provides an eloquently written, critical analysis of health tourism product marketing management. The comprehensiveness of the literature review and the robustness of the empirical re-search make it an invaluable source of information for both academics and practitioners alike. The innova-tive nature of the proposed Health Tourism Product (HTP) structure model provides a useful tool for ad-dressing HTP segmentation, targeting and positioning. This can include creating competitive advantage through the prosumption or co-design of HTP experiences. The Polish case study context in which the model is tested provides an insightful analysis of push and pull factors for travel to spa resorts, as well as invaluable data for supply-side tourism entities. Overall, the book has important implications for market-ing management processes, product innovation, understanding health tourists’ motivation, and enhanc-ing the competitiveness of destinations.
From the review by prof. Melanie K. Smith, Budapest Metropolitan University


As regards the substance of the book, it may constitute a step towards a better understanding of the complex structure of health tourism. This industry, which is often mistakenly identified with medical tour-ism, is one of the world’s fastest growing economic sectors. In this context, the questions addressed by the author prove very timely and important from the perspective of the organisation of the health tour-ism market, its economic analyses and strategies for further development. At the same time, due to the service nature of health tourism products, the book by Dr Diana Dryglas perfectly fits into the much broader scope of research on competitiveness in the service market. I believe that a study of this scale is a very important work with great scientific potential. The author has not replicated the scientific accom-plishments of other researchers but, based on her extensive expertise in the subject literature, has iden-tified a gap in knowledge, formulated research hypotheses and objectives, whose achievement may pro-vide new understanding of the questions analysed in the theoretical and application dimensions.
From the review by prof. Magdalena Kachniewska, SGH Warsaw School of Economics


Liczba stron256
WydawcaWydawnictwo Naukowe PWN
ISBN-13978-83-01-20718-2
Numer wydania1
Język publikacjipolski
Informacja o sprzedawcyRavelo Sp. z o.o.

Ciekawe propozycje

Spis treści

  Acknowledgements    7
  List of abbreviations    9
  Introduction    11
  Chapter 1. The taxonomy of health tourism product theories    19
    1.1. Systematisation of conceptual views on health tourism from the historical perspective    19
      1.1.1. Wellness tourism    24
        1.1.1.1. Spa tourism    26
        1.1.1.2. Spiritual tourism    30
        1.1.1.3. Holistic, alternative and ‘New Age’ tourism    31
      1.1.2. Th erapeutic tourism    32
      1.1.3. Medical tourism    41
    1.2. Semantic analysis of seemingly synonymous concepts such as: health, wellness and wellbeing    43
    1.3. Quantifi cation of the notion of health tourism product    57
  Chapter 2. Shaping the process of health tourism product marketing management    70
    2.1. Macro-environment of the health tourism product    74
    2.2. Micro-environment of the health tourism product    77
    2.3. Portfolio of the health tourism product    80
    2.4. Marketing research of the health tourism product    88
    2.5. Segmentation and targeting of the health tourism market and health tourism product positioning    92
    2.6. Marketing goals of the health tourism product managing entities    95
    2.7. Marketing strategies of the health tourism product    100
    2.8. Model of health tourism product structure as a tool for building the competitive advantage of health tourism enterprises and destinations    107
    2.9. Implementing the health tourism product    130
    2.10. Controlling the health tourism product    135
  Chapter 3. Research methodology of the destination-specifi c therapeutic tourism product structure platform    136
    3.1. Research paradigm    136
    3.2. Description of the research object    138
    3.3. Research model and hypotheses development    145
    3.4. Th e procedure of data collection, measurement and data analysis    159
    3.5. Research sample characteristics    164
  Chapter 4. Application of the health tourism product structure platform    168
    4.1. Identifi cation of the business-specifi c health tourism product structure platform in the light of secondary research    168
    4.2. Exemplifi cation of the destination-specifi c therapeutic tourism product structure platform based on the research model presented    184
  Summary of the research    210
  References    223
  List of tables    253
  List of fi gures    255
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