Image of Poland as perceived by German and British medical tourists
Purpose: The purpose of this paper is to identify Poland’s image as a medical tourism destination (MTD). Design/methodology/approach: Survey data were collected from 282 German and British medical tourists, using a self-administered questionnaire. The Computer-Assisted Web Interviewing method was used to conduct the survey. Subsequently, the responses were analysed using advanced statistical tools (McNemar’s exact test, Cochran’s Q test and Chi-square test). Findings: Before visiting Poland, the respondents perceived the country through the prism of medical attributes, whereas after the visit, they perceived it through the prism of non-medical attributes. Research limitations/implications: Identification of a set of MTD image characteristics has important implications for scholars, allowing them to understand attributes which shape projected and perceived MTD image. Such construct can also be a useful tool for marketing planners, destination managers and marketers to create an effective marketing policy and projected image of MTDs based on these features. Originality/value: The study fills an important gap regarding the lack of conceptual and empirical content allowing for exploration of MTD image.
Year of publication: |
2019
|
---|---|
Authors: | Dryglas, Diana ; Lubowiecki-Vikuk, Adrian |
Published in: |
Tourism Review. - Emerald, ISSN 1660-5373, ZDB-ID 2412174-5. - Vol. 74.2019, 4 (25.09.), p. 861-871
|
Publisher: |
Emerald |
Saved in:
Online Resource
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