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Economic Analysis: Theory and Practice
 

Research and development to design a system of health resort services promotion in the region

Vol. 16, Iss. 1, JANUARY 2017

PDF  Article PDF Version

Received: 5 September 2016

Received in revised form: 12 October 2016

Accepted: 1 November 2016

Available online: 27 January 2017

Subject Heading: ANALYSIS OF COMPETITIVE ABILITY

JEL Classification: Ì37, Î10, Q50, R11

Pages: 128-144

https://doi.org/10.24891/ea.16.1.128

Oborin M.S. Perm Institute (Branch) of Plekhanov Russian University of Economics, Perm, Russian Federation
matvey_uk@rambler.ru

Nagoeva T.A. Perm Institute (Branch) of Plekhanov Russian University of Economics, Perm, Russian Federation
nagoeva.ta@mail.ru

Frolova N.V. Perm Institute (Branch) of Plekhanov Russian University of Economics, Perm, Russian Federation
nvf_psu@mail.ru

Subject The article considers theoretical and methodological aspects of the health resort services market and the system of services promotion.
Objectives The aims are to expand the content and formulate the concept of health resort services, and build a system to develop the market of health resort services in the region.
Methods The study rests on the analysis of scholarly works on economy and organization of health resort services, recreation, health care, rehabilitation medicine, and wellness tourism. We performed a statistical analysis of significant amount of data characterizing the status of health resort complex in the Perm Krai and in Russia.
Results We present a system to develop the market of health resort services, which employs 5C and 7P marketing mix as adapted to the characteristics of the market. The paper includes a list of problems, which may be solved after the proposed system is implemented, and outlines areas of further research.
Conclusions and Relevance If applied, the proposed system of health resort services promotion will propel the health resort complex of the region to a qualitatively new level of competitiveness.

Keywords: health resort services, market, marketing mix, promotion system, competitiveness

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