CONTENT ANALYSIS OF GREEK MEDICAL TOURISM WEBSITES FOR A SUCCESSFUL IMPLEMENTATION OF AN E-MARKETING STRATEGY

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Vicky Katsoni
Aspa Goula
Olympia Karagianni
Aikaterini Prezani
Panagiotis Papandoniou
Maria Hatzidimitriou

Keywords

Medical Tourism, ICTs in tourism, Web evaluation, Medical tourism marketing, Tourism distribution channels

Abstract

The growing international demand for top medical services in combination with consumers' constant research for competitive prices in such services, has led to the growth of medical and health tourism in Greece, mainly because of the country's Mediterranean climate and its qualified health experts. In accordance with the above, the use of the Internet enables the Greek medical community to expand its marketing and advertising outside its borders. In this paper, the authors try to form a data base of the medical tourism providers in Greece and then they proceed in a website evaluation of the medical tourism providers in order to investigate and appraise their internet appearance. The results of the website evaluation can in turn lead to useful practical results with the aim of providing a successful e-marketing strategy implementation of the medical tourism providers.

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