Interest in the concept and practice of nation branding has proliferated in recent years. Whilst it is clearly true that nations have always sought to promote themselves and their economic, diplomatic and military interests, it has only been in the last decade or so that nations have turned to...

Within European cross-border health care, recent studies have identified several types of international patients. Within the Anglo-Saxon setting, the specific terminology of medical tourism is used. The analytical purpose of the paper is to resolve this semantic difference by suggesting an...