Use of Media (Traditional/Digital) in Promoting Medical and Wellness Tourism
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Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Springer Nature
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
The increasing interest in traveling for medical and wellness reasons opened new opportunities in the tourism industry in medical and wellness tourism. The service industry, including tourism, is developed more in some countries that invest in providing medical and wellness solutions and prepare special marketing offers to attract customers. The combination of technology, infrastructure, service provided by experienced staff, geographical location, and cultural assets of the countries make them attractive destinations popular with medical and wellness tourism worldwide. For that, they use traditional and digital marketing tools such as email, social media, and so on. However, neither traditional marketing nor digital marketing usage alone will be beneficial. Therefore, tourism companies are better able to integrate both online and offline marketing strategies for a more efficient marketing plan and to reach broader consumer segments. The importance of this chapter is to outline the combination of online and offline marketing tools that are used for medical and wellness tourism. This chapter starts with explanations and background information about medical and wellness tourism. Then, the following section discusses how medical and wellness tourists decide on medical and wellness treatments. Next, the influence of online and offline marketing tools and social media, specifically Word-of-Mouth (WOM), is explained. Finally, a conclusion is used to summarize the overall chapter. © Springer Nature Singapore Pte Ltd 2024.
Açıklama
Anahtar Kelimeler
Digital marketing, Health tourism, Integrated marketing communication, Medical and wellness tourism, Medical tourism, Social media marketing and media planning, Tourism marketing, Wellness tourism
Kaynak
Springer International Handbooks of Education
WoS Q Değeri
Scopus Q Değeri
Q3
Cilt
Part F3475
