The Role Of Website In Medical Tourism E-Marketing: Case Of Marcopolo Health Tourism Company’s Website

The development of Internet technology has influenced tourism and hospitality operations in the last few decades. Among different ICTs activities, website development has significantly attracted attention of Destination Management Organizations. Hence there is no place to be surprised for considering websites as a central platform for all their transactions. This article is written in the field of medical tourism marketing; particularly on the role of E-marketing on medical tourism facilitation. In this regard, the nature of medical tourism facilitators is studied at first, and then given the prominent role of Internet and web-based activities and its effect on medical tourism products and services marketing will be analyzed, followed by providing some critical success factors for facilitators websites grouped into three categories. As a case study, the website of Marcopolo Health Tourism Co. (MHTC) –an Iranian young medical tourism facilitator –is considered to analyze its opportunities and challenges, using SWOT Matrix. Finally according to the SWOT analysis, some suggestions and solutions are provided to make a qualified website for this facilitators’ electronic business that can be extended to other websites working in similar areas.

Keywords:

Medical Tourism Facilitator , E-marketing , Website , Marcopolo Health Tourism co. (MHTC)