ANALYSING MARKETING OPPORTUNITIESFOR HEALTH TOURISM PRODUCTS 1) The year whichbusiness started. Table 4.
1 Year Number of respondents Percentage Before 1970 14 18.6 1970-1990 23 30.6 1990-2010 18 24.
- Thesis Statement
- Structure and Outline
- Voice and Grammar
- Conclusion
2 After 2010 20 26.6 Total 75 100 Chart 4.1 From table number 4.1 and chart 4.1,we understand that 30.6% of providers started their business between 1970-1990, 18.
6% before 1970, 24.2% between1990-2010 and remaining 26.6 after 2010.On analysinggrowth rate we understand that health tourism had a rapid growth between1970-1990. 2) Area ofoperation.Table 4.2 Area Number of respondents Percentage Rural 25 33.
4 Urban 30 40 Semi urban 20 26.6 Total 75 100 Chart 4.2 From table 4.2 andchart 4.2, we understand that 40% of respondents are interested to do theirbusiness in urban areas, 33.4% interested in rural areas and remaining 26.
6%interested in semi urban areas.From this result wecan say that health tourism business is good option for starting in urbanareas. 3) Provingof health tourism products.Table 4.
3 Health tourism products Frequency Percent Cardiac care 7 9.5 Orthopedic 9 12 ENT 8 10.6 General Surgery 11 14.8 Cosmetic Treatment 5 6.
6 Urology 3 4 Ophthalmology 5 6.6 Fertility Treatment 4 5.3 Yoga & Meditation 6 8 Ayurveda 14 18.
6 Naturopathy 3 4 Total 75 100 Chart4.3 From table 4.3& chart 4.3, we understand that Ayurveda, general surgery, ENT &Orthopedic treatments have high demand in kerala. And we can conclude thatayurveda is the highly demanding health tourism product. 4) AccessibleHealth Tourism Market.
Table 4.4 Accessibility Number of Respondents Percentage High 33 44 Medium 25 33.4 Low 10 13.3 Not important 7 9.3 Total 75 100 Chart 4.4 From table 4.4& chart 4.
4, we can understand that 44% of respondents opine is that health tourism facility is highlyaccessible, 33.4% is moderately satisfied with the accessibilty & rest ofgroup are not satisfied. And we can say that most of the respondentssupport that health tourism facility is highly accessible.
5) Healthtourist visited in Kerala. Table 4.5 2012 2013 2014 2015 2016 Health Tourists 28046 36859 47569 66447 89546 Chart 4.
5 November, December,January, February and March are the month which tourist arrival is more inKerala. The month of June receives the less tourists. 6) Geographicalsegmentation influence Health Tourism Marketing.Table 4.6 Response Number of respondents Percentage Agree 42 56 Disagree 18 24 Undecided 15 20 Total 75 100 Chart 4.6 From table 4.6 andchart 4.
6, it is clear that 56% of providers agree with segmentation process.24% disagree with the segmentation and remaining 20% have no opinion about segmentation process. 7) Methodsfor conducting Market Research.Table 4.7 Methods Number of respondents Percentage Internal Sources 14 18.6 Government publications 21 28 Periodicals & Books 13 17.
4 Commercial data 27 36 Total 75 100 Chart 4.7 From the table 4.7and chart 4.7, it is clear that 36% of providers use commercial data forconducting market research. 28% providers use government publications, 18.6%providers use internal source and remaining 17.4% use periodicals & booksfor conducting market research.
8) Percentageof Revenue from Turnover.Table 4.8 Destination % of turnover From Kerala market 10% From Indian market 40% From Foreign market 50% Total 100% Chart 4.8 From table 4.8 and chart4.8, it is clear that 50% of turnover from health tourism product is fromforeign market and 40% from Indian market and remaining 10% is only from Keralamarket.
So we can say that revenue from international market is more thandomestic market. 9) SeasonalDemand of Health Tourism products.Table 4.9 Season Number of respondents Percentage Spring 10 13.4 Summer 18 24 Fall 21 28 Winter 14 18.6 The entire year 12 16 Total 75 100 Chart 4.
9 From table 4.9 and chart4.9, it is clear that 28% of providershave the opinion that demand for healthtourism product is high during fall season. 24% agree with the summer season,18.6% agree with winter season, 13.4% agree with spring season and remaining 16%of providers agree with the entire year.
10) Agegroup demand for Health Products.Table 4.10 Age group Number of respondents Percentage Under 15 years old 5 6.7 16-30 years old 16 21.3 31-45 years old 12 16 46-60 years old 18 24 60 + years old 24 32 Total 75 100 Chart 4.10 From table 4.10 andchart 4.10, 32% of providers opinion is that demand for health tourism productsis high in 60 + years old, 24% is with 46-60 years old, 21.3% is with 16-30years old,16% is with 31-45 years old and remaining 6.7% is with under 15 yearsold.And it is clearthat old age group prefer health tourism products more.
