engleski

Dental tourism and business risks: the example of the Republic of Croatia

Strategic product development in the offer of specific forms of tourism takes place very Dental tourism in the Republic of Croatia in the last ten years has proven to be a model of extremely profitable business in dentistry but at the same time also a very risky one. In the present day, we can find only one research paper dealing with dental tourism in the Republic of Croatia. There is a minimal number of scientific and professional papers by Croatian researchers and only a rare professional publication. To date, not all aspects of business/operations in dental tourism in the Republic of Croatia have been researched, including business risks. This paper provides an overview of the status of dental tourism in the Republic of Croatia with an overview of the foreign market's potentials and a focus on Italian. It explains the modes, advantages and disadvantages of advertising dental products and services in dental tourism in the Republic of Croatia on social networks, and presents the business/operations of Croatian dental clinics as a result of investment in advertising and communication. The Croatian dental tourism market is analyzed through the current difficulties of dental clinics due to the consequences of the COVID-19 pandemic, as a business risk, i.e. the recent crisis, and states and explains steps to be taken to mitigate the impacts and continued the development of dental tourism in the Republic of Croatia in the new circumstances.

Dental tourism, business risks, development, advertising, Republic of Croatia

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