Medical Tourism: Features of Consumer Choice

At the moment, the medical tourism market is actively growing; health care providers offer a large number of treatment options. Decisions are made by consumers in a large number of factors that have different strength and value to consumers. Therefore, to determine the main vectors for the provision of further development of the medical tourism industry by the state and health care providers, it is necessary to accurately determine and analyze the full list of factors and characteristics of consumer choice. The purpose of this work is to identify significant features of consumer choice in the field of medical tourism. In the theoretical part, government policy and legal regulation in the field of medical tourism in Russia will be considered. In the practical part, in order to achieve the above goal, in-depth interviews with patients, representatives of medical organizations and experts in the field of medical tourism will be conducted, also analysis of marketing tools used on the official websites of medical organizations will be provided. The paper offers recommendations for improving the management of medical tourism and consumer demand in the field of medical tourism in Russia. The work presents 17 tables, 7 figures and 73 sources.