Last modified: 2019-10-06
Abstract
Chinese tourists seeking medical and health benefits from overseas trips represent an important fast-growing market segment in the Chinese outbound tourism market. Despite of its pristine natural environment, welcoming social environment, and successful medical and health sectors, Croatia remains an unfamiliar and thus unusual destination for Chinese Medical and Health Tourists (MHTs).
This study investigated 155 Chinese participants’ intention of visiting Croatia for medical and health purposes. Based on nine questions regarding medical and health related tourism products, a cluster analysis classified the whole sample into three groups: Focused MHTs (22% of the sample), Early MHTs, (48%), and Versatile MHTs (30%). Focused MHTs are middle aged, with the highest education attainment among the three groups and a medium budget, and least likely to visit other Croatian cities or attend local cultural activities. Early MHTs are the youngest, attain lowest educational achievement, have the smallest budget, and nevertheless are open to other cities and cultural activities. Versatile MHTs are slightly older than Focused MHTs, well educated, with the highest budget, and eager to explore. Versatile MHTs are the most proficient in the English language and the Focused MHTs are the least proficient. Versatile MHTs are more likely to travel with friends than Focused MHTs.
Findings from this study presents opportunities for Croatian destinations. Versatile MHTs are the most valuable, but Croatian destinations must compete for their business. Focused MHTs can benefit significantly from language assistance and other services provided. Early MHTs represent great potential for Croatian destinations to develop.