Health Tourism in Greece: The Fertility Center in Crete

Abstract

AbstractAccording to global health tourism data there were over 23 million health tourists in 2019 and medical tourism is growing rapidly. Greece is one of the most preferred destinations for medical tourism and particularly for fertility treatment. However, research on medical tourism is limited. The purpose of this study is to investigate the inbound tourism for fertility treatment in Greece. A survey was administered to a sample of 60 women that came for fertility treatment in a fertility Centre in Crete. Results show that most patients come from Russia, Italy and the Netherlands and select Greece because of high success rates, positive word of mouth, wide range of treatment options available, ease of travel and the perceived safety of Greece as a country. Sources of information include their doctor, direct communication with a clinic, the internet and word of mouth from past customers or personal sources. The perceived quality of services is high and 75% of respondents believe their treatment was effective and are willing to recommend the Fertility Center to friends/relatives. Also, 55% of respondents combined the fertility treatment with a vacation. Results have implications for the management of businesses that offer medical tourism services and of Greece as a medical tourism destination in terms of targeting, promotion and brand building.