Central and Eastern Europe as a Medical Tourism Destination: a Case Study of Poland

The medical tourism has been changing the healthcare scene especially in the developing countries which offer a combination of low costs for medical services and experienced medical personnel. It gives them the potential to become a target of choice for medical tourists. Therefore, the aim of the paper is verification of Central and Eastern Europe as a medical tourism destination (MTD). Research were conducted in the light of primary and secondary research. Survey data were collected from 282 German and British tourists, using a self-administered questionnaire. The results indicated that the medical associations are most frequently chosen associations with Poland. The MTD associations are able to develop marketing strategies for medical tourism entities and destination management organisations.