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Shtolʹts L.Yu. [Medical tourism as one of the directions of forming a positive image of the country] World of Science. Series: Sociology, Philology, Cultural Studies, 2023, Vol. 14, No. 4. Available at: https://sfk-mn.ru/PDF/77SCSK423.pdf (in Russian).

Medical tourism as one of the directions of forming a positive image of the country

Shtolʹts Lora Yurʹevna
Michurinsk State Agrarian University, Michurinsk, Russia
E-mail: Stolz.lYU@yandex.ru

Abstract. The article analyzes the possibilities of developing the domestic medical tourism market and the export of medical services in order to form a positive image of the Russian Federation in the international arena and the international tourism market. Despite the current acute geopolitical situation and various kinds of sanctions against the Russian Federation, the sphere of medical tourism in Russia continues to develop consistently and systematically. The support of this industry can have a positive impact on the image of our country among potential foreign consumers of domestic medical services. In this regard, it is necessary to conduct marketing and sociological research aimed at studying the needs of foreign medical tourists, developing not only a high-quality medical product combined with tourist leisure offers, but also its own brand, which allows to promote this product more successfully. It is also necessary to develop methodological tools for the organization and implementation of the export of medical services, to form and update the regulatory framework. At the moment, the Association of Medical Tourism and the Export of Medical Services has been established in the Russian Federation, an appropriate federal project has been developed and a Coordination Center for monitoring the implementation of this project has been established. To write the article, publications on the Internet were used: the results of scientific and sociological research, analytical reviews, interviews with representatives of the Russian medical tourism industry. The article formulates the researcher’s own vision regarding the further development of the medical tourism industry in Russia. The article is intended for sociologists, medical professionals, representatives of the tourism industry, as well as anyone interested in medical tourism and the export of medical services.

Keywords: tourism; medical tourism; medical services; export of medical services; image of the country; tourist attractiveness

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