6th International Thematic Monograph – Modern Management Tools and Economy of Tourism Sector in Present Era

The Impact of Digital Marketing on Health Tourism in the Western Balkans during the COVID-19 Pandemic
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Bojana Ostojić    –   University “Educons”, Faculty of Project and Innovation Management, Belgrade, Serbia
Miodrag Bogdanović    –    University “Educons”, Faculty of Project and Innovation Management, Belgrade, Serbia
Jelena Ružić –   University “Educons”, Faculty of Project and Innovation Management, Belgrade, Serbia

DOI:   https://doi.org/10.31410/tmt.2021-2022.393
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Abstract:   Health tourism is the fastest growing healthcare industry world­wide and it refers to patients traveling to other developed or developing countries to improve or renew individual medical interventions. The growth of health tourism can also be seen as a chance for innovation and growth in developing countries. With this type of tourism as an export-growing strategy, many socio-economic problems can be solved that developing countries with traditional industries are faced. The Covid-19 pandemic has changed the current views on the ways of doing business, as well as on tour­ism, which is becoming the industry that has suffered the most damage. In that sense, regional cooperation could be of saving importance for the tour­ism of Western Balkans countries after the pandemic of the Covid-19 and especially health tourism. 
 
Keywords:   Health tourism; Digital marketing; Western Balkan; Covid-19

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