Сurrent trends and ways of further development of the medical tourism market in Ukraine
The article is devoted to the study of the medical tourism market, the peculiarities of its functioning and development in modern economic conditions and the search for possible ways to adapt to the effects of the crisis. The subject of the study is the organizational and economic relations that are formed in the process of adaptation and ensuring sustainable interaction of medical tourism market participants in accordance with current trends and prospects for the transformation of recreation and tourism. The aim of the work is to develop theoretical and methodological provisions for improving the domestic market of medical tourism based on current trends in the global and national tourism industry. Achieving this goal is ensured by the following interrelated tasks: to explore current trends in the global medical tourism market; to compile socio-economic characteristics of the development of the medical tourism market in Ukraine; identify systemic problems of medical tourism market development in Ukraine; identify promising areas for modernization of the medical tourism market in the post-crisis period. The methodological basis of the research consists of a systematic and program-targeted approach, monographic, graphic, economic-statistical and heuristic methods of scientific research. The following results were obtained. The tendencies of development of the tourist branch of Ukraine are analyzed and the socio-economic characteristic of the development of the medical tourism market in Ukraine is made. Systemic problems of medical tourism market development in Ukraine are revealed. Perspective directions of modernization of the medical tourism market in the post-crisis period are determined. Conclusions. The most promising and timely areas of transformation of the medical tourism market are the introduction of new forms of tourism in the field of medical tourism in terms of restricting freedom of movement between countries and regions, as well as reducing the purchasing power of potential tourists; expanding the possibilities of medical tourism through the use of modern innovations, especially in the context of the introduction of elements of digital technologies; expanding the range of medical tourism export programs; development of partnerships with other participants in the tourism market and related industries in the context of the formation of cluster structures, expanding networking and participation in interregional and international projects.
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