{"id":3565,"date":"2021-01-30T23:17:05","date_gmt":"2021-01-30T21:17:05","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=3565"},"modified":"2021-05-14T11:47:56","modified_gmt":"2021-05-14T08:47:56","slug":"%d0%bc%d0%b0%d1%80%d0%ba%d0%b5%d1%82%d0%b8%d0%bd%d0%b3%d0%be%d0%b2%d1%96-%d0%b4%d0%be%d1%81%d0%bb%d1%96%d0%b4%d0%b6%d0%b5%d0%bd%d0%bd%d1%8f-%d0%be%d1%81%d0%bd%d0%be%d0%b2%d0%bd%d0%b8%d1%85-%d1%82","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=3565","title":{"rendered":"\u041c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043d\u044f \u043e\u0441\u043d\u043e\u0432\u043d\u0438\u0445 \u0442\u0435\u043d\u0434\u0435\u043d\u0446\u0456\u0439 \u0441\u0432\u0456\u0442\u043e\u0432\u043e\u0433\u043e \u0440\u0438\u043d\u043a\u0443 \u043e\u0437\u0434\u043e\u0440\u043e\u0432\u0447\u043e\u0433\u043e \u0442\u0443\u0440\u0438\u0437\u043c\u0443"},"content":{"rendered":"

<\/p>\n

\u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u0406 \u0414\u041e\u0421\u041b\u0406\u0414\u0416\u0415\u041d\u041d\u042f \u041e\u0421\u041d\u041e\u0412\u041d\u0418\u0425 \u0422\u0415\u041d\u0414\u0415\u041d\u0426\u0406\u0419 \u0421\u0412\u0406\u0422\u041e\u0412\u041e\u0413\u041e \u0420\u0418\u041d\u041a\u0423 \u041e\u0417\u0414\u041e\u0420\u041e\u0412\u0427\u041e\u0413\u041e \u0422\u0423\u0420\u0418\u0417\u041c\u0423<\/p>\n

MARKETING RESEARCH OF THE MAIN TRENDS OF THE GLOBAL HEALTH TOURISM MARKET<\/p>\n

<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 79-84. \u041d\u043e\u043c\u0435\u0440: \u21165, 2020 (286)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u0406\u0412\u0410\u041d\u041e\u0412\u0410 \u041b. \u041e.
\n\u041b\u044c\u0432\u0456\u0432\u0441\u044c\u043a\u0438\u0439 \u0434\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0444\u0456\u0437\u0438\u0447\u043d\u043e\u0457 \u043a\u0443\u043b\u044c\u0442\u0443\u0440\u0438 \u0456\u043c\u0435\u043d\u0456 \u0406\u0432\u0430\u043d\u0430 \u0411\u043e\u0431\u0435\u0440\u0441\u044c\u043a\u043e\u0433\u043e
\n\u0412\u041e\u0412\u0427\u0410\u041d\u0421\u042c\u041a\u0410 \u041e. \u041c.
\n\u041b\u044c\u0432\u0456\u0432\u0441\u044c\u043a\u0438\u0439 \u0442\u043e\u0440\u0433\u043e\u0432\u0435\u043b\u044c\u043d\u043e-\u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442<\/p>\n

Ivanova L.
\nLviv State University of Physical Culture of Ivana Boberskogo
\nVovchanska O.
\nLviv University of Trade and Economics<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-286-5-16<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 16.10.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 05.11.2020<\/p>\n

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\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043d\u044f, \u0442\u0443\u0440\u0438\u0441\u0442\u0438\u0447\u043d\u0430 \u0456\u043d\u0434\u0443\u0441\u0442\u0440\u0456\u044f, \u043e\u0437\u0434\u043e\u0440\u043e\u0432\u0447\u0438\u0439 \u0442\u0443\u0440\u0438\u0437\u043c, \u0441\u0432\u0456\u0442\u043e\u0432\u0438\u0439 \u0440\u0438\u043d\u043e\u043a, \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447, \u043e\u0437\u0434\u043e\u0440\u043e\u0432\u0447\u0456 \u043f\u043e\u0441\u043b\u0443\u0433\u0438.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

The article identifies and analyses the main trends of the global health tourism market based on the results of marketing research, including: diversity of health services; convergence of medical and health tourism; convergence of age groups of consumers of health tourism services; healthy food and its alternativeness; psychological recovery and slow health trips; increased attention to sleep; comfort and safety of travel; nature as medicine; health status of essential oils; health cruises; rehabilitation at airports and hotels, etc. Consumers are increasingly aware of the value of a real health vacation, which is planned for a specific purpose, so in advance carry out thorough research of both the trip and the health destination to maximize the compliance of expectations and reality. It is widely studied that wellness services have traditionally been a key core of health travel, and traditionally more attention has been paid to yoga and meditation. Based on the results of marketing research, the authors reveal that along with the scaling of the health tourism market, the diversity and sophistication of health services have become a constant trend. For a long time getting new positive impressions from travel and the traveler’s own experience were among the permanent trends in the world market of health tourism. Now the main vector has shifted towards transformative travel, when tourists seek to undergo a deep personal transformation during the health journey and to continue to maintain it afterwards. This means that a positive psychological state in many of its manifestations and forms is a key factor in health travel. An important aspect of psychological recovery is the growing trend of increased interest of health tourists to complete immersion in nature, as with increasing urbanization, people increasingly consider their own vacation as an opportunity to “recharge” in the natural environment away from the hectic urban lifestyle. Given that almost every tourist destination carries out health practices, it is proposed to strengthen their distinctive advantages to compete with unique health practices. Marketing research has shown that cruises are increasingly offering innovative wellness programs for passengers who are determined to improve their health. Under the influence of the COVID-19 coronavirus pandemic and the economic recession, the focus of health tourism development will change due to the need to temporarily reallocate resources to overcome social and economic consequences, but the global health tourism market is far from being exhausted.
\nKey words:<\/strong> marketing researches, tourist industry, health tourism, global market, consumer, health services.<\/p>\n

\u00a0<\/strong>References<\/p>\n

    \n
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  8. Portal \u201cDaily travel & tourism news\u201d (<\/strong>2020), <\/strong>\u201cThe biggest wellness travel trends for 2021\u201d, available at: https:\/\/www.traveldailynews.com\/post\/the-biggest-wellness-travel-trends-for-2021<\/a> (Accessed 15.10.2020)<\/li>\n
  9. Global Wellness Summit. The TRENDIUM from the Global Wellness Summit, available at: https:\/\/www.globalwellnesssummit.com\/trendium\/<\/a> (Accessed 15.10.2020)<\/li>\n
  10. WFMJ\/WBCB (2020). Wellness Tourism Market \u2013 COVID-19 IMPACT ANALYSIS REPORT, available at: https:\/\/www.wfmj.com\/story\/42356151\/wellness-tourism-market-covid-19-impact-analysis-report<\/a> (Accessed 15.10.2020)<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[10],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3565"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3565"}],"version-history":[{"count":3,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3565\/revisions"}],"predecessor-version":[{"id":6289,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3565\/revisions\/6289"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3565"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3565"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3565"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}