Diana Dryglas and Melanie Kay Smith
The purpose of this theme issue is to explore the development of health tourism in challenging times, with a particular focus on the Visegrád countries. The issue investigates the…
Abstract
Purpose
The purpose of this theme issue is to explore the development of health tourism in challenging times, with a particular focus on the Visegrád countries. The issue investigates the ways in which health tourism enterprises and destinations can enhance resilience, adapt to post-pandemic conditions and navigate economic, social and political uncertainties. Additionally, it highlights the role of health tourism in improving individual and community well-being while aligning with the principles of sustainable development.
Design/methodology/approach
This theme issue employs a thematic approach, incorporating both theoretical and empirical perspectives on health tourism development. The research articles included in this issue utilize various qualitative and quantitative methodologies, such as case studies, survey-based research and Delphi studies. The focus is on examining the sustainability and resilience of health tourism enterprises and destinations in the Visegrád countries, drawing on data from key stakeholders, including industry professionals, policymakers and researchers.
Findings
The studies presented in this theme issue identify several critical aspects of health tourism development in the Visegrád region. Key findings include (1) the increasing significance of health tourism as a tool for regional economic development and social well-being; (2) the necessity of infrastructural improvements and service diversification to attract both domestic and international tourists; (3) the role of strategic collaboration between stakeholders, including policymakers, businesses and healthcare institutions, in ensuring the long-term viability of health tourism; (4) the importance of sustainable practices in health tourism management, particularly in light of climate change and resource conservation challenges and (5) the evolving consumer behaviour patterns in the post-pandemic era, which emphasize wellness, preventive healthcare and personalized experiences.
Originality/value
This theme issue contributes to the growing body of literature on health tourism by addressing gaps in research related to the Visegrád countries. It provides novel insights into the resilience and adaptability of health tourism enterprises and destinations in the face of global crises and economic fluctuations. By offering strategic recommendations for policymakers, industry practitioners and researchers, this issue fosters a deeper understanding of how health tourism can drive regional development and support sustainable growth in uncertain times.
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Diana Dryglas and Adrian Lubowiecki-Vikuk
The purpose of this paper is to identify Poland’s image as a medical tourism destination (MTD).
Abstract
Purpose
The purpose of this paper is to identify Poland’s image as a medical tourism destination (MTD).
Design/methodology/approach
Survey data were collected from 282 German and British medical tourists, using a self-administered questionnaire. The Computer-Assisted Web Interviewing method was used to conduct the survey. Subsequently, the responses were analysed using advanced statistical tools (McNemar’s exact test, Cochran’s Q test and Chi-square test).
Findings
Before visiting Poland, the respondents perceived the country through the prism of medical attributes, whereas after the visit, they perceived it through the prism of non-medical attributes.
Research limitations/implications
Identification of a set of MTD image characteristics has important implications for scholars, allowing them to understand attributes which shape projected and perceived MTD image. Such construct can also be a useful tool for marketing planners, destination managers and marketers to create an effective marketing policy and projected image of MTDs based on these features.
Originality/value
The study fills an important gap regarding the lack of conceptual and empirical content allowing for exploration of MTD image.
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Diana Dryglas and Melanie Kay Smith
This article provides the background to the topic being addressed in this issue: how to manage the development of health tourism in challenging times in the Visegrád countries…
Abstract
Purpose
This article provides the background to the topic being addressed in this issue: how to manage the development of health tourism in challenging times in the Visegrád countries. This introduction provides an overview of the current situation in the region, as well as summarizes the articles written in response to the main question.
Design/methodology/approach
This article provides a context for the research, explaining the historical and geographical background for the four countries in question. The information is based on secondary data derived from academic literature as well as professional research studies.
Findings
The findings shed light on the current trends, opportunities and challenges in the development of health tourism in the Visegrád countries. The information presents new insights into the factors influencing the growth of the industry, the impact of changing consumer preferences and the role of stakeholders in shaping the future of health tourism in the region. The findings highlight best practices and successful strategies for managing the development of health tourism in challenging times.
Originality/value
This theme issue contributes to the existing literature on health tourism by focusing specifically on the Visegrád countries, a region that has received relatively little attention in previous research. By exploring this unique region, researchers will be able to identify key trends and challenges that are specific to these countries, and develop innovative strategies for managing the development of health tourism in this context. The findings of this theme issue have practical implications for policymakers and industry stakeholders looking to navigate the evolving landscape of health tourism in the Visegrád countries.
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Anna Białk-Wolf, Adrian Lubowiecki-Vikuk, Diana Dryglas, Kai Illing and Tadeusz Jędrzejczyk
The aim of this article is to conceptually assess the healthiness of regions. A developed health region can become an attractive health tourism destination. Within the framework…
Abstract
Purpose
The aim of this article is to conceptually assess the healthiness of regions. A developed health region can become an attractive health tourism destination. Within the framework of the sustainable development paradigm, this article identifies key areas for development in the creation of health regions.
Design/methodology/approach
In this conceptual paper, a traditional narrative review was required. In addition to the scientific literature, the analyses included key reports and strategy documents from public institutions and organizations, the content of which was relevant to the issue addressed.
Findings
A conceptual framework of a health region based on sustainability has been constructed that can support practitioners seeking to develop a health-based region. As a result of a 3-stage conceptualization process, a set of 56 indicators was developed to describe the health characteristics of (1) the environmental sphere, with criteria including air quality, noise levels and natural assets, while taking into account needs for climate crisis resilience adaptation measure; (2) the social sphere concerning infrastructure, which includes elements of space use, transportation accessibility, accessibility for people with special needs, including especially people with disabilities and anthropogenic qualities, and (3) the economic sphere, which is an important element affecting the quality of life.
Originality/value
This is the first attempt to describe a health region in the context of sustainable development. The set of indicators is the result of conceptual work, providing a basis for further description of health regions and serving as an inspiration for regions wishing to prioritize health in their development.