THE MEDICAL TOURIST PRODUCT OF THAILAND: KEY FACTORS AND PROMOTION ON RUSSIAN-SPEAKING MARKETS

Geo Journal of Tourism and Geosites

article

Denis USHAKOV¹ 

[1] SuanSunandha Rajabhat University, College of Hospitality Industry Management

关键词: medical tourism;    healthcare;    medical services;    insurance;    Thailand;    Russia;   

DOI  :  10.30892/gtg.37330-732

学科分类：社会科学、人文和艺术（综合）

来源: Editura Universitatii din Oradea / University of Oradea Publishing House

【 摘 要 】

Based on the results of analyze the Thai national medical tourism product’s positioning on Russia market to offer the principal guidelines for development the marketing strategy of Thai medical services at Russia markets. The article is based on the data of a Russian 2020 survey, at the same time, it tracks the dynamic trend of consumer preferences since 2017. Identified key principles of health tourism commercialization in Thailand under the conditions when this tourism sector needs to be reformatted due to post-Covid conditions, assessed the efficiency of Thai medical tourism promotion on Russian-speaking markets. Recommendations for the modernization of Thailand health tourism product in terms of its constituent services, marketing, infrastructure and investment support, pricing, promotion, taking into account current trends in the global and Russian tourism markets are given.

【 授权许可】

CC BY-NC-ND