The research, conducted in November 2023, explores the relationship between culinary experiences and the medical tourism industry in Serbia. Focusing on prominent spa destinations – Prolom Banja, Vrnjačka Banja and Soko Banja – the study aims to provide contextually relevant insights reflective of the broader medical tourism landscape. The sample includes 592 diverse medical tourists. Structured interviews were carried out on the premises of three chosen spas, involving interactions with medical guests. The data was organized using Microsoft 365 Excel. The aim of this study was to acquire comprehensive perspectives on food challenges and opportunities for medical tourists. Data collection involves surveys to capture preferences and challenges, forming the basis for understanding and improving culinary aspects in Serbian spas. Research results highlight a notable correlation between the culinary offerings within spas and the overall experience of medical tourism.
Top1. Introduction
In recent years, the intersection of healthcare and tourism has given rise to a burgeoning industry known as medical tourism (Connell, 2013). This phenomenon involves individuals crossing international borders in pursuit of medical treatments, procedures, and wellness experiences. While much attention has been directed towards the medical aspects of this global phenomenon, one crucial facet that remains relatively unexplored is the role of food within the context of medical tourism (Abd Mutalib et al. 2016). The global medical tourism industry has witnessed unprecedented growth, driven by factors such as cost-effective treatments, state-of-the-art medical facilities, and the allure of exploring new destinations (Hadian et al., 2021). Against this backdrop, the significance of the gastronomic experience for medical tourists cannot be overstated. Food serves not only as a basic human need but also as a vital component of cultural exploration and overall well-being (Hassan and Zrnić, 2021). Understanding the complexities of providing suitable, nutritious, and culturally diverse meals for medical tourists becomes imperative in enhancing the overall patient experience (Gyu Ko, 2011).
As we embark on this exploration of food challenges and opportunities for medical tourists, it is crucial to recognize the potential impact on both the hospitality and healthcare sectors (Smith and Puczkó (2014). By addressing the dietary needs and expectations of medical tourists, destinations can distinguish themselves and establish a competitive edge in the global medical tourism landscape (Zrnić et al. 2021). Simultaneously, healthcare facilities that integrate culinary considerations into their services may witness improved patient satisfaction and outcomes (Shukla et al. 2019).
This research paper employs a multidisciplinary approach, drawing insights from the fields of tourism, hospitality, healthcare and nutrition. Through an in-depth analysis of case studies, interviews, and surveys, we aim to provide actionable recommendations for stakeholders in the medical tourism ecosystem. By doing so, we contribute to the broader discourse on enhancing the holistic experience of medical tourists and fostering sustainable growth within the industry. Furheremore, this research paper delves into the intricate interplay between food, health, and the medical tourism sector, shedding light on the challenges and opportunities presented by the culinary landscape for those seeking medical treatments abroad. This research endeavors to identify the challenges faced by medical tourists in relation to food, ranging from dietary restrictions and cultural variations to accessibility and quality assurance. Also, aim of this research to uncover the untapped opportunities that lie within the realm of culinary offerings for medical tourists, examining how these opportunities can be harnessed to elevate the appeal of destinations and healthcare facilities. As we navigate the intricate relationship between food and medical tourism, this research invites scholars, practitioners, and policymakers to join the conversation and collaboratively shape the future of this evolving and dynamic field.
A comprehensive review of existing literature in the fields of medical tourism, hospitality, nutrition, and cultural studies forms the foundation of this research. Scholarly articles, books, and reports have been scrutinized to gain a thorough understanding of the historical evolution and current state of the medical tourism industry, with a specific focus on the role of food. The intersection of medical tourism and gastronomy represents a fascinating yet underexplored facet of the broader discourse surrounding healthcare travel. While existing literature extensively covers the economic, cultural, and medical dimensions of medical tourism, the nuanced relationship between food and the medical tourism experience remains conspicuously absent. Historically, medical tourism has roots in the pursuit of specialized treatments and therapies, often driven by a quest for better healthcare outcomes, reduced costs, or the availability of procedures not accessible in the traveler's home country. Studies by Turner (2012) chronicle the historical evolution of medical tourism, emphasizing the shifting motivations and demographics of medical tourists over time.