The Impact of Digital Marketing on Health Tourism in the Western Balkans during the COVID-19 Pandemic
Bojana Ostojić - University “Educons”, Faculty of Project and Innovation Management, Belgrade, Serbia
Miodrag Bogdanović - University “Educons”, Faculty of Project and Innovation Management, Belgrade, Serbia
Jelena Ružić - University “Educons”, Faculty of Project and Innovation Management, Belgrade, Serbia
DOI: https://doi.org/10.31410/tmt.2021-2022.393
Bojana Ostojić - University “Educons”, Faculty of Project and Innovation Management, Belgrade, Serbia
Miodrag Bogdanović - University “Educons”, Faculty of Project and Innovation Management, Belgrade, Serbia
Jelena Ružić - University “Educons”, Faculty of Project and Innovation Management, Belgrade, Serbia
DOI: https://doi.org/10.31410/tmt.2021-2022.393
6th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2021/2022, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-49-3; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
Abstract: Health tourism is the fastest growing healthcare industry worldwide and it refers to patients traveling to other developed or developing countries to improve or renew individual medical interventions. The growth of health tourism can also be seen as a chance for innovation and growth in developing countries. With this type of tourism as an export-growing strategy, many socio-economic problems can be solved that developing countries with traditional industries are faced. The Covid-19 pandemic has changed the current views on the ways of doing business, as well as on tourism, which is becoming the industry that has suffered the most damage. In that sense, regional cooperation could be of saving importance for the tourism of Western Balkans countries after the pandemic of the Covid-19 and especially health tourism.
Keywords: Health tourism; Digital marketing; Western Balkan; Covid-19
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Tengilimoğlu, D. et al. (2018). The evaluation of the digital marketing activities of thermal facilities
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Keywords: Health tourism; Digital marketing; Western Balkan; Covid-19
REFERENCES
Butler, R., & Szromek, A. (2019). Incorporating the Value Proposition for Society with Business
Models of Health Tourism Enterprises. Sustainability, 11(23), 6711. https://doi.org/10.3390/
su11236711
Chavez, L. et al. (2020). The role of travel motivations and social media use in consumer interactive
behaviour: A uses and gratifications perspective. Sustainability, 12, 8789. https://
doi.org/10.3390/su12218789
Dimitrovski, D. et al. (2019). Dvadeset godina (1999-2019) visokog obrazovanja u Vrnjačkoj
Banji – od ideje do ostvarenja. Vrnjačka Banja: Univerzitet u Kragujevcu, Fakultet za
hotelijerstvo i turizam u Vrnjačkoj Banji.
Institut za turizam. (2019). Zdravstveni turizam 2018, Stavovi i potrošnja korisnika usluga zdravstvenog
turizma u Hrvatskoj. Retrieved from: https://www.htz.hr/sites/default/files/20197/
Tomas%20ZDRAVSTVENI%20TURIZAM%202018.pdf
Lukić Nikolić, J. (2021). Angažovanost zaposlenih sa organizacionim ponašanjem i menadžmentom
ljudskih resursa. Beograd: Visoka škola modernog biznisa.
Milenković, N., et al. (2019). The correlation and interaction of the sustainability and global
innovation in transition countries. Applied ecology and environmental research, 17(2),
1499-1516. http://dx.doi.org/10.15666/aeer/1702_14991516
Moreno-González, A.A., León, C.J., & Fernández-Hernández, C. (2020). Health destination
image: The influence of public health management and well-being conditions.
Journal of Destination Marketing Management, 16, 100430. https://doi.org/10.1016/j.
jdmm.2020.100430
Szromek, A.R., & Naramski, M. (2019). A Business Model in Spa Tourism Enterprises: Case
Study from Poland. Sustainable Tourism – Ways to Counteract the Negative Effects of
Overtourism at Tourist Attractions and Destinations. Sustainability, 11, 2880. https://doi.
org/10.3390/su11102880
Pessot, E. et al. (2021). Natural Resources in Health Tourism: A Systematic Literature Review.
Sustainability, 13(5), 2661. https://doi.org/10.3390/su13052661
Petković M., & Lukić, J. (2013). Uticaj informacione tehnologije na dizajn organizacije - primer
organizacije u zdravstvu. Sociologija, 55(3), 439-460. http://www.doiserbia.nb.rs/Article.
aspx?ID=0038-03181303439P#.YVOrlbgzZPY
Tengilimoğlu, D. et al. (2018). The evaluation of the digital marketing activities of thermal facilities
and JCI accredited hospitals in terms of health tourism. Internatıonal Journal Of
Health Management And Tourism, 3(2), 108-121. https://doi.org/10.31201/ijhmt.454039
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