PSYHOGRAPHIC PROFILE ANALYSIS OF MEDICAL TOURISM SERVICE USERS AS A DESTINATION CHOICE FACTOR
DOI:10.5937/etp243-2017S
Keywords:
medical tourism, psychographic profile, tourism motivation, Serbia as a tourism destinationAbstract
This paper explores the psychographic characteristics of
health tourists visiting Serbia for medical services. By examining
their attitudes, values, and motivations, the research aims to deepen
the understanding of this specific group of tourists and provide
guidelines for adapting marketing strategies to attract and retain
medical tourists. The methodology involves using the VALS method
to determine market segments based on data collected through
surveys of tourists in Serbia. The research results highlight the
lifestyle and key psychographic factors influencing health tourists'
decisions to choose Serbia as a medical tourism destination.
Additionally, potential barriers and challenges faced by this target
group during their stay are examined, offering insights into
improvements in infrastructure and services that could enhance their
experience. The findings of this research contribute to promoting
Serbia as a health tourism destination and developing strategies that better meet the needs and expectations of this tourism segment,
thereby fostering the growth of this promising industry in the
country.
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