Στρατηγικό management για την ανάπτυξη του ιατρικού τουρισμού ολιστικής ιατρικής. Μελέτη περίπτωσης : «Εν Όλω», Κέντρο Ολιστικής Υγείας στην Κρήτη
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Abstract
Health Tourism is one of the fastest growing industries of the tourism sector and of the global economy. Among its subcategories, Wellness Tourism holds a bigger market share (66-75%) than Medical Tourism. Holistic Medical Tourism is listed under the wellness sector. The rise of Health tourism and its subcategories emerged due to the globalization of travel and services, the aging population, the high quality of health services in particular countries and the certifications proving this quality, the increasing health cost in some countries, the high-end technology used and the short waiting time for specific treatments. In 2014 the 28 EU counties counted 61,1 million arrivals that is 4,3% of the total tourism arrivals. The revenues reached 49,6 mil € which make up the 4,6% of the total tourism revenues and contribute the 0,33% to the GDP of the countries that received health tourists. Important counties of the Health Tourism industry are Germany, France, Sweden, Poland and Italy.
The market of the Holistic Medicine was found 367,3 billion dollars in 2017 and escalated into 431,9 billion dollars in 2019. The factors that led to the reemergence of the Holistic therapies in the mid of 20th cent. have been the inefficient treatment of the “diseases of the civilization” by the conventional Medicine, which is limited in relieving the symptoms, the conservation of a passive attitude on the patients end towards their illness, the realization that the degradation of the natural environment and the poor working conditions can cause illness and the biomedicine can do very little when it comes to prevention. The recent pandemic of 2019 and its consequences played an important role towards the trend of a more Holistic lifestyle, and it is expected that it will drive the market further. In Greece there are only two regulated Holistic practices, the acupuncture and the homeopathy. However, Greece demonstrates plenty of advantages that could exploit to gain a share in the Holistic Medical Tourism market. There are downsides too but could be surpassed with the adequate planning.
Our Case Study presents a Holistic Medical center, “En Olo”, located in Heraklio, Crete. Crete is one of the most popular touristic destinations in Greece and subscribes for a quite big percentage of Greece’s GDP tourism-wise (20% of GDP in 2019), offering a great potential to leverage the growth of Holistic Medical Tourism as an additional touristic product of Crete. After having scanned both the external (societal and task) and internal environment of the business, we sought out the Strategic factors that play the dominant role to the business future on how it could target to international patients-tourists. According to this analysis we have proceeded with some alternative Strategic options, and we have resulted to the proposed Strategy, the one that serves better the Mission and, at the same time, offers a manageable risk to the business.
Postgraduate Studies Programme
MBA Tourism Management - Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων - Μάνατζμεντ ΤουρισμούDepartment
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
108Language
GreekCollections
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Αναφορά Δημιουργού - Μη Εμπορική Χρήση - Παρόμοια Διανομή 3.0 Ελλάδα
Αναφορά Δημιουργού - Μη Εμπορική Χρήση - Παρόμοια Διανομή 3.0 Ελλάδα