INFLUENCE OF SOCIO DEMOGRAPHIC CHARACTERISTICS OF CONSUMERS OF MEDICAL TOURISM SERVICES IN SERBIA
Abstract
The subject of the research is to determine whether and to what extent in a process of making a decision on choosing a medical treatment in Serbia consumers’ demographic characteristics influence the valuation of certain parameters. The findings on whether there are differences in consumer behavior when making a decision on treatment in Serbia, depending on sex, education, and amount of income, are very important in creating an offer for medical tourism. Medical tourism service providers are able to identify the social demographic profiles of their current and potential consumers, and then accordingly create their marketing strategy, within the strategy of promoting Serbia as a tourist destination. In this paper, a survey method was used on a sample of 365 respondents. In conclusion, the authors have analyzed the influence of each socio-demographic characteristic of consumers in regard to the differences in their behavior in the decision-making process of choosing the medical treatment in Serbia.
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References
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