Zdravstveni turizam u Hrvatskoj – obilježja potražnje korisnika zdravstveno turističkih usluga

Scientific paper - Original scientific paper

• Title (english): Health tourism in Croatia – characteristics of demand of users of health – tourism services
• Author: Željka Mesić
• Author: Damian Hercigonja
• Author: Lari Hadelan
• Author: Marina Tomić Maksan
• Author's institution: University of Zagreb; Faculty of Agriculture
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Interdisciplinary Social Sciences
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract (croatian)

Cilj rada je ispitati preferencije i ponašanje korisnika zdravstveno-turističkih usluga u Hrvatskoj te utvrditi profil korisnika s obzirom na njihova sociodemografska obilježja. Anketno ispitivanje provedeno je na uzorku od 303 ispitanika. Prema rezultatima istraživanja najviše ispitanika je upoznato s pojmom zdravstvenog turizma, pri čemu ga većina definira kao „Putovanje unutar svoje zemlje i/ili u inozemstvo zbog poboljšanja zdravlja“. Ispitanici s višim obrazovanjem i višim mjesečnim prihodima upoznatiji su s pojmom zdravstvenog turizma u odnosu na one s nižim obrazovanjem i prihodima. Od ukupnog broja ispitanika, samo trećina njih koristi zdravstvenoturističke usluge i to uglavnom jednom do dva puta godišnje. S obzirom na vrstu turizma, ispitanici najviše koriste usluge wellness i medicinskog turizma, a nešto manje usluge lječilišnog turizma (SPA). Zdravstveno-turističke usluge ispitanici u najvećoj mjeri koriste u kontinentalnoj Hrvatskoj te su s istima zadovoljni. Rezultati pokazuju da obrazovaniji ispitanici s višim mjesečnim primanjima u dobnoj skupini od 46 do 55 godina više koriste zdravstveno-turističke usluge u odnosu na mlađe ispitanike, nižeg obrazovanja te nižih prihoda. Rezultati istraživanja mogli bi pomoći pružateljima zdravstveno-turističkih usluga u vidu poboljšavanja marketinških strategija, odabira odgovarajućih kanala promocije te optimizacije određenih karakteristika ponude kako bi korisnici bili još zadovoljniji.

Abstract (english)

The aim of this study is to examine the preferences and behavior of users of health tourism services in Croatia, and to determine the profile of users in relation to their sociodemographic characteristics. A survey was conducted on a convenient sample of 303 respondents. According to the results of this research, the most of respondents are familiar with the concept of health tourism, with the majority defining it as “Traveling within their country and / or abroad to improve their health”. Respondents with higher education and higher monthly income are more familiar with the concept of health tourism, compared to those with lower education and income. Of the total number of respondents, only one third of them use health tourism services, mostly once or twice a year. The most commonly used forms of health tourism are medical and wellness tourism, and less spa tourism (SPA). Respondents mostly use health tourism services in continental Croatia, and them are quite satisfied with the same. Results show that more educated respondents with higher monthly incomes in the age of 46-55 years, use health tourism services more than younger, lower educated and lower income respondents. The results of the research could help health tourism service providers in improving marketing strategies, selecting appropriate promotion channels, and improving certain characteristics of the offer to make customers even more satisfied.

• Keywords (croatian): zdravstveni turizam; vrste zdravstvenog turizma; zadovoljstvo ponudom
• Keywords (english): health tourism; types of health tourism; satisfaction with the offer
• Language: croatian
• Publication type: Scientific paper - Original scientific paper
• Publication status: Published
• Peer review: Peer review - international
• Publication version: Published version
• Journal title: Agroeconomia Croatica
• Numbering: vol. 11, no. 1, pp. 42-50
• p-ISSN: 1333-2422
• e-ISSN: 1849-1146
• URN:NBN: urn:nbn:hr:204:086349
• Publication: 2021
• Document URL: https://hrcak.srce.hr/269940
• Type of resource: Text
• Access conditions: Open access
• Created on: 2024-02-20 08:00:51