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.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Christou, E. (2011). Exploring online sales promotions in the hospitality industry. Journal of Hospitality Marketing & Management, 20(7), 814–829.
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.
De Marsico, M., & Levialdi, S. (2004). Evaluating web sites: Exploiting user’s expectations. International Journal of Human-Computer Studies, 60(3), 381–416.
Dragulanescu, N.-G. (2002). Website quality evaluations: Criteria and tools. International Information & Library Review, 34(3), 247–254.
Gan, L. L., & Frederick, J. R. (2011). Medical tourism facilitators: Patterns of service differentiation. Journal of Vacation Marketing, 17(3), 165–183.
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.
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/
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.
Lunt, N., & Carrera, P. (2010). Medical tourism: Assessing the evidence on treatment abroad. Maturitas, 66(1), 27–32.
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.
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/
Medical Tourism Association. (2011). Medical travel & health tourism [online]. Accessed January 3, 2017, from http://www.medicaltourismassociation.com/
Mich, L., Franch, M., & Gaio, L. (2003). Evaluating and designing web site quality. IEEE Multimedia, 10(1), 34–43.
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.
Sigala, M. (2003). Developing and benchmarking internet marketing strategies in the hotel sector in Greece. Journal of Hospitality & Tourism Research, 27(4), 375–401.
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.
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.
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.
Weber, R. (1990). Basic content analysis (2nd ed.). New Delhi: Sage Publications.
Acknowledgement
This paper was funded by the action 80239 of TEI of Athens for the reinforcement of young researchers.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer International Publishing AG, part of Springer Nature
About this paper
Cite this paper
Vicky, K., Aspa, G., Olympia, K., Aikaterini, P., Panagiotis, P., Maria, H. (2018). Content Analysis of Greek Medical Tourism Websites for a Successful Implementation of an E-Marketing Strategy. In: Bilgin, M., Danis, H., Demir, E., Can, U. (eds) Consumer Behavior, Organizational Strategy and Financial Economics. Eurasian Studies in Business and Economics, vol 9. Springer, Cham. https://doi.org/10.1007/978-3-319-76288-3_3
Download citation
DOI: https://doi.org/10.1007/978-3-319-76288-3_3
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-76287-6
Online ISBN: 978-3-319-76288-3
eBook Packages: Business and ManagementBusiness and Management (R0)