Advertisement

Content Analysis of Greek Medical Tourism Websites for a Successful Implementation of an E-Marketing Strategy

  • Katsoni Vicky
  • Goula Aspa
  • Karagianni Olympia
  • Prezani Aikaterini
  • Papandoniou Panagiotis
  • Hatzidimitriou Maria
Conference paper
Part of the Eurasian Studies in Business and Economics book series (EBES, volume 9)

Abstract

The growing international demand for top medical services in combination with consumers’ constant research for competitive prices in such services, has led to the growth of medical and health tourism in Greece, mainly because of the country’s Mediterranean climate and its qualified health experts. In accordance with the above, the use of the Internet enables the Greek medical community to expand its marketing and advertising outside its borders. In this paper, the authors try to form a data base of the medical tourism providers in Greece and then they proceed with a website evaluation of the medical tourism providers in order to investigate and appraise their internet appearance. The results of the website evaluation can in turn lead to useful practical results with the aim of providing a successful e-marketing strategy implementation of the medical tourism providers.

Keywords

Medical tourism ICTs in tourism Web evaluation Medical tourism marketing Tourism distribution channels 

Notes

Acknowledgement

This paper was funded by the action 80239 of TEI of Athens for the reinforcement of young researchers.

References

  1. Christou, E. (2011). Exploring online sales promotions in the hospitality industry. Journal of Hospitality Marketing & Management, 20(7), 814–829.CrossRefGoogle Scholar
  2. Cormany, D., & Baloglu, S. (2011). Medical travel facilitator websites: An exploratory study of web page contents and services offered to the prospective medical tourist. Tourism Management, 32(4), 709–716.CrossRefGoogle Scholar
  3. De Marsico, M., & Levialdi, S. (2004). Evaluating web sites: Exploiting user’s expectations. International Journal of Human-Computer Studies, 60(3), 381–416.CrossRefGoogle Scholar
  4. Dragulanescu, N.-G. (2002). Website quality evaluations: Criteria and tools. International Information & Library Review, 34(3), 247–254.CrossRefGoogle Scholar
  5. Gan, L. L., & Frederick, J. R. (2011). Medical tourism facilitators: Patterns of service differentiation. Journal of Vacation Marketing, 17(3), 165–183.CrossRefGoogle Scholar
  6. Giannopoulos, A. A., & Mavragani, E. P. (2011). Traveling through the web: A first step toward a comparative analysis of European national tourism websites. Journal of Hospitality Marketing & Management, 20(7), 718–739.CrossRefGoogle Scholar
  7. HAS, Hellenic Statistical Authority. (2016). Greece in figures. Accessed January 3, 2017, from http://www.statistics.gr/documents/20181/1515741/GreeceInFigures_2016Q4_EN.pdf/b6478000-34ca-4ac5-b6e8-a02ed096ba97/
  8. Katsoni, V., Goula, Α., Karagianni, Ο., Prezani, Α., Papandoniou, P., & Hatzidimitriou, M. (2016). A theoretical framework of Aristotle’s rhetorical triangle for a Greek medical tourism providers’ web evaluation strategy. Archives of Economic History, 28(2), 93–109.Google Scholar
  9. Lunt, N., & Carrera, P. (2010). Medical tourism: Assessing the evidence on treatment abroad. Maturitas, 66(1), 27–32.CrossRefGoogle Scholar
  10. Mason, A., & Wright, K. B. (2011). Framing medical tourism: An examination of appeal, risk, convalescence, accreditation, and Interactivity in medical tourism web sites. Journal of Health Communication, 16(2), 163–177.CrossRefGoogle Scholar
  11. McKinsey. (2011). Greece 10 years ahead defining Greece’s new growth model and strategy. Accessed January 3, 2017, from http://www.sev.org.gr/Uploads/Documents/48973/8Greece%2010%20Years%20Ahead%20-%20Executive%20summary%20English%20version%20-%20small.pdf/
  12. Medical Tourism Association. (2011). Medical travel & health tourism [online]. Accessed January 3, 2017, from http://www.medicaltourismassociation.com/
  13. Mich, L., Franch, M., & Gaio, L. (2003). Evaluating and designing web site quality. IEEE Multimedia, 10(1), 34–43.CrossRefGoogle Scholar
  14. Panagopoulos, A., Kanellopoulos, D., Karachanidis, I., & Konstantinidis, S. (2011). A comprehensive evaluation framework for hotel websites: The case of chain hotel websites operating in Greece. Journal of Hospitality Marketing & Management, 20(7), 695–717.CrossRefGoogle Scholar
  15. Sigala, M. (2003). Developing and benchmarking internet marketing strategies in the hotel sector in Greece. Journal of Hospitality & Tourism Research, 27(4), 375–401.CrossRefGoogle Scholar
  16. Sobo, E. J., Herlihy, E., & Bicker, M. (2011). Selling medical travel to US patient-consumers: The cultural appeal of website marketing messages. Anthropology & Medicine, 18(1), 119–136.CrossRefGoogle Scholar
  17. Susser, B., & Ariga, B. (2006). Teaching e-commerce web page evaluation and design: A pilot study using tourism destination sites. Computers & Education, 47(4), 399–413.CrossRefGoogle Scholar
  18. Tanrisevdi, A., & Duran, N. (2011). Comparative evaluation of the official destination websites from the perspective of customers. Journal of Hospitality Marketing & Management, 20(7), 740–765.CrossRefGoogle Scholar
  19. Weber, R. (1990). Basic content analysis (2nd ed.). New Delhi: Sage Publications.CrossRefGoogle Scholar

Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Katsoni Vicky
    • 1
  • Goula Aspa
    • 2
  • Karagianni Olympia
    • 1
  • Prezani Aikaterini
    • 2
  • Papandoniou Panagiotis
    • 2
  • Hatzidimitriou Maria
    • 2
  1. 1.Tourism Administration DepartmentTei of AthensEgaleoGreece
  2. 2.Health Administration DepartmentTei of AthensEgaleoGreece

Personalised recommendations