undergraduate thesis
BUDUĆNOST ZDRAVSTVENOG TURIZMA U REPUBLICI HRVATSKOJ

Luka Švragulja (2016)
University of Split
Faculty of economics Split
Metadata
TitleBUDUĆNOST ZDRAVSTVENOG TURIZMA U REPUBLICI HRVATSKOJ : završni rad
AuthorLuka Švragulja
Mentor(s)Blanka Šimundić (thesis advisor)
Abstract
Turizam je globalni fenomen koji iz godine u godinu obuhvaća sve veći broj sudionika. U zadnjih nekoliko desetljeća sve se češće počinju čuti zahtjevi za razvojem posebnih oblika turizma koji se pojavljuju kao protuteža masovnom turizmu. Najvažnija karakteristika posebnih oblika turizma je postavljanje turista u fokus istraživanja i oblikovanja ponude i turističkih proizvoda prema njegovim potrebama, željama i očekivanjima. 1980-ih godina dolazi do transformacije turizma iz „hard“ u „soft“ model što utječe na promjenu osnovnih obilježja turizma, promjenu obilježja potrošača, turističku infrastrukturu te prodaju i marketing. Zdravstveni turizam u Hrvatskoj spada u proizvod s izraženom perspektivom razvoja od kojeg se trenutno ostvari 300 milijuna eura prihoda, a njegov potencijal prelazi milijardu eura. SWOT analiza ukazuje na potrebno repozicioniranje zdravstveno–turističke ponude, transformaciju specijalnih bolnica i lječilišta u visoko kvalitetne centre raznih usluga te kvalitetnim smještajnim objektima i jačanje same tržišne pozicije medicinskog turizma putem interesnog udruživanja u klastere. Na temelju navedene analize uočeni su i problemi u unapređenju zdravstvenog turizma zbog nedostatka i neusklađenosti zakonske regulative, nedostatka ljudskih resursa koji raspolažu znanjem iz područja zdravstva, ekonomije i turizma, nedovoljno ulaganje u promociju i marketing. Kroz suradnju Ministarstva turizma i Ministarstva zdravlja nastao je dokument pod nazivom Akcijski plan razvoja zdravstvenog turizma u RH koji predstavlja zajedničku međuresornu platformu za sustavno podizanje konkurentnosti zdravstveno-turističke ponude i jednu od ključnih mjera za unapređenje zdravstvenog turizma RH. U navedenom dokumentu predlaže se 30 razvojnih aktivnosti i programa te su definirani specifični ciljevi i prioriteti za svaki pojedini segment zdravstvenog turizma. Poseban naglasak stavlja se na suradnju privatnog i javnog sektora kroz različite oblike javno- privatnog partnerstva, naročito kroz zdravstvene usluge, odnosno zdravstveni turizam. Takav oblik suradnje javnog i privatnog sektora utječe na povećanje prepoznatljivost i konkurentnosti hrvatskog lječilišnog turizma naročito u uvjetima rastuće potražnje za zdravstvenim turizmom na globalnoj razini.
Keywordstransformation competitiveness improvement
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Trade and Tourism
Study programme typeuniversity
Study levelundergraduate
Study programmeTourism
Academic title abbreviationuniv. bacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-08
Parallel abstract (English)
Tourism is a global phenomenon which annually includes an increasing number of participants. In last few decades, new requests for the development of specific forms of tourism that occur as a counterbalance to mass tourism are appearing. The most important characteristic of specific forms of tourism is placing tourist in the focus of research and shaping services and tourism products according to their needs, wishes and expectations. In 1980s began the transformation from “hard” to “soft” model which affects the fundamental characteristics of tourism, changing the characteristics of the consumers, tourism infrastructure, sales and marketing In Croatia, health tourism is a product with a strong promise of development which now realizing 300 million euros in income and its potential exceeds one milliard. SWOT analysis indicates a required repositioning of health-tourism products, transformation of special hospitals and health resorts in high quality centers for various services, high quality accommodation facilities and strengthen their own market position of medical tourism through the interest association in clusters. Based on the above analysis problems were noticed in the promotion of health tourism because of the lack of non-compliance and legal regulations, lack of human resources with knowledge in the field of health, economy and tourism, insufficient investment in promotion and marketing. Through the cooperation of the Ministry of Tourism and the Ministry of Health, document called Action plan for the development of health tourism in Croatia has been emerged. The action plan is the interdepartmental platform for systematically increasing competitiveness of health-tourism products and one of the key measures to improve the health tourism. The document contains 30 development activities and programs, specific objectives and priorities for each segment of medical tourism are also defined. Special emphasis is placed on the cooperation between private and public sector through various forms of public-private partnerships, particularly through health services and health tourism. This form of cooperation affects the increase recognition and market competitiveness especially in conditions of the growing demand for health tourism globally.
Parallel keywords (Croatian)transformacija konkurentnost unapređenje
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:708672
CommitterIvana Gizdić