Integration Opportunities In the Domestic Medical Tourism Market: Expert Survey

Abstract

Introduction. Medical tourism sector has become a multifactorial sphere and a rather complicated segment with complex structure. Countries and regions engaged in its development to more or less extent have seen its transition to one of stable sectors of tourism market that is fast-growing, income-generating and quite competitive worldwide. Thus, many countries and regions strive to develop this type of tourism; one of the strategies is the incorporation of integration elements at the intersectoral and intercompany level. The purpose of the study was to consider the opportunities to create an integrated tourist product in the domestic medical tourism market. Materials and methods. In order to determine the prospects of integration interaction between medical organizations and tourism entities on the formation and further promotion of a comprehensive tourist product in the domestic medical tourism market, an analysis of scientific literature was conducted. Then, an expert survey among specialists of medical and tourism sectors in form of a semi-structured expert interview was carried out. Results. Expert assessment of opportunities to create and promote an integrated tourism product within the framework of domestic medical tourism is rather cautious; the need for interaction and cooperation in this process is recognized. In Russia, medical tourism is actually well-developed. Regions with various wellness and recreational resources seem to be promising due to no seasonal demand fluctuations.