EVALUATION OF THE INFLUENCE OF WORD-OF-MOUTH MARKETING ON THE CHOICE OF TOURISTS PLANNING A TRIP FOR MEDICAL PURPOSES

Medical tourism has grown rapidly over the past decade as a result of an increase in the number of patients traveling abroad for treatment. Its rapid growth has attracted the attention of both the public and private sectors. It should be noted that the growth of the dynamics of medical tourism occurs both from the point of view of treatment and with the expansion of the scope of the countries. A growing number of countries also affect the competitive environment in this promising area. Thus, it is important to take into account the motivation factor for understanding and attracting patients who are looking for potential foreigners. This study is aimed at investigating the relationship between the facts of motivation and hospital visualization and the urgency of the hospital image for the behavior of medical tourists. 105 respondents were analyzed using the sampling equation based on modeling of structural equations. The results of this research are largely explained by the image of the motivational factors of the hospital, which in turn significantly influences the future behavior of medical tourists. The results of the study show that the descriptions of hospitals have a positive effect on the choice of medical tourists. This conclusion depends on previous studies. Many hospital audiences can build trust between medical tourists and hope that future medical services will return to the country. They can also travel to other countries and patients as painting marketing agents for tourists and health care providers. This initiative can be implemented through effective marketing communications, such as branding and campaign campaigns, and (2) long-term service strategies such as training programs, knowledge of foreign languages and excellent services, including competent hospital personnel, including professional appearance, responsibility and politeness.