NICHE MARKETS IN MEDICAL TOURISM

Year 2022, Volume: 7 Issue: 1, 1 - 22, 23.03.2022

Aykut Ekiyor Gülhan Gök

Abstract

Medical tourism is a growing industry that appeared as a niche market around the globe. From a strategic
point of view, niche markets result in environments that have high profits and are accessible to a smaller
number of businesses. This study is primarily concerned with the various services offered within the scope
of medical tourism and statistics regarding the global prevalence of such services. Thus, any services that
are widely available with cost being the main driving factor for a patient to receive the service abroad are
excluded. Surgical procedures that are deemed illegal in some jurisdictions, countries where confidentiality
is valued, countries that can deal with complicated medical cases, and niche markets aimed at medical
tourism in these countries are examined in this study with the goal of providing the businesses offering
services related to medical tourism with a strategic point of view.

Keywords

medical tourism, niche, market, merketing, health tourism

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