Στρατηγικός σχεδιασμός ιατρικού τουρισμού στην Ελλάδα
Strategic planning for medical tourism in Greece
Ρήτα, Νεκταρία - Ελευθερία
KeywordsΙατρικός τουρισμός ; Εναλλακτικός τουρισμός ; Τουριστικές επιχειρήσεις ; Στρατηγικός σχεδιασμός ; Τεχνολογικές καινοτομίες ; Οικονομική ανάπτυξη ; Medical tourism ; Tourist development ; Tourist economy ; Business plan ; Economic development ; Tourist facilities
This master thesis examines Medical Tourism in conjunction with the principles of the Strategic Management and Marketing . It analyses these principles and how can be applied to health tourism business companies in order to increase quality to compete in an ever more competitive marketplace. It is presented the phenomenon of tourism, medical tourism definitions and historical data. On the plus reference is made to the situation of medical tourism in Greece with statistics and graphs showing the tourism industry and tourist infrastructure of the country. The research also presents the various types of tourism that exist and their brief analysis. It analyzes the concept and definition of medical tourism and presents the main features of this tourism sector. Furthermore it is presented the legal framework associated with the medical tourism in Greece and highlights the points of vulnerabilities. The progress of medical tourism, in order to compare purposes, is given and the conditions prevailing in foreign countries which are divided into such activities and attract large numbers of " medical " tourists. Summarizes the main advantages and disadvantages of the development of medical tourism of the country as a destination for tourists - patients. Finally, it is noticed the crucial role of the Internet in the development of health tourism, as it can be an important means of promotion and distribution channel offered tourist packages. Simultaneously, theories outlined detection of generalized sectoral and external environment of business (PEST analysis, five forces of Porter) and emphasizes the detection of the internal environment (resources, capabilities value chain). In formulating the strategy are given the SWOT analysis and the level of strategy. It is presented in detail the business (corporate) strategies , business strategic and operational (functional) strategies and finally is made a report to the particularities of the Strategic Management service companies . At last, it is presented the basic theories of the Strategic Management detected in international literature and which can be successful lead in the course of a medical tourism company.