This monograph provides an eloquently written, critical analysis of health tourism product marketing management. The comprehensiveness of the literature review and the robustness of the empirical re-search make it an invaluable source of information for both academics and practitioners alike. The innova-tive nature of the proposed Health Tourism Product (HTP) structure model provides a useful tool for ad-dressing HTP segmentation, targeting and positioning. This can include creating competitive advantage through the prosumption or co-design of HTP experiences. The Polish case study context in which the model is tested provides an insightful analysis of push and pull factors for travel to spa resorts, as well as invaluable data for supply-side tourism entities. Overall, the book has important implications for market-ing management processes, product innovation, understanding health tourists motivation, and enhanc-ing the competitiveness of destinations. From the review by prof. Melanie K. Smith, Budapest Metropolitan University As regards the substance of the book, it may constitute a step towards a better understanding of the complex structure of health tourism. This industry, which is often mistakenly identied with medical tour-ism, is one of the worlds fastest growing economic sectors. In this context, the questions addressed by the author prove very timely and important from the perspective of the organisation of the health tour-ism market, its economic analyses and strategies for further development. At the same time, due to the service nature of health tourism products, the book by Dr Diana Dryglas perfectly ts into the much broader scope of research on competitiveness in the service market. I believe that a study of this scale is a very important work with great scientic potential. The author has not replicated the scientic accom-plishments of other researchers but, based on her extensive expertise in the subject literature, has iden-tied a gap in knowledge, formulated research hypotheses and objectives, whose achievement may pro-vide new understanding of the questions analysed in the theoretical and application dimensions. From the review by prof. Magdalena Kachniewska, SGH Warsaw School of Economics

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Spis treści

Designing a health tourism product structure model in the process of marketing management eBook -- spis treści

• Cover
• Title page
• Copyright
• List of contents
• About Author
• Acknowledgements
• List of abbreviations
• Introduction
• Chapter 1 The taxonomy of health tourism product theories
  • 1.1. Systematisation of conceptual views on health tourism from the historical perspective
    • 1.1.1. Wellness tourism
      • 1.1.1.1. Spa tourism
      • 1.1.1.2. Spiritual tourism
      • 1.1.1.3. Holistic, alternative and New Age tourism
    • 1.1.2. Therapeutic tourism
    • 1.1.3. Medical tourism
  • 1.2. Semantic analysis of seemingly synonymous concepts such as: health, wellness and wellbeing
  • 1.3. Quantification of the notion of health tourism product
• Chapter 2 Shaping the process of health tourism product marketing management
  • 2.1. Macro-environment of the health tourism product
  • 2.2. Micro-environment of the health tourism product
  • 2.3. Portfolio of the health tourism product
  • 2.4. Marketing research of the health tourism product
  • 2.5. Segmentation and targeting of the health tourism market and health tourism product positioning
  • 2.6. Marketing goals of the health tourism product managing entities
  • 2.7. Marketing strategies of the health tourism product
  • 2.8. Model of health tourism product structure as a tool for building the competitive advantage of health tourism enterprises and destinations
  • 2.9. Implementing the health tourism product
  • 2.10. Controlling the health tourism product
• Chapter 3 Research methodology of the destination-specific therapeutic tourism product structure platform
  • 3.1. Research paradigm
  • 3.2. Description of the research object
  • 3.3. Research model and hypotheses development
  • 3.4. The procedure of data collection, measurement and data analysis
  • 3.5. Research sample characteristics
• Chapter 4 Application of the health tourism product structure platform
  • 4.1. Identification of the business-specific health tourism product structure platform in the light of secondary research
  • 4.2. Exemplification of the destination-specific therapeutic tourism product structure platform based on the research model presented
• Summary of the research
  • Overall discussion, conclusion of research findings and theoretical implications
  • Practical implications of this research
  • Limitations and further research
• References
• Footnotes