Developing Salalah as a Health Tourism Destination in GCC (An Attempt to Explore Communication Strategies)

Sushil Kumar Sharma

Abstract


Health tourism means travelling for acquiring, regaining, improving or maintaining good health. It is not a new phenomenon. Health has always been a great motivational force behind travelling. Roman spas and sanatoriums are examples of early human health tourism.  Popularly known as ‘Perfume Capital of Arabia’, Salalah has always been the centre of attraction for tourists. With the upcoming ‘Medical City Project’, Salalah is poised as a health tourism destination. Effective communication is the key to success of any venture, service, industry, or community. This study tries to explore the communication strategies to develop Salalah as a health tourism destination. Main objective of this study is to explore the communication strategies in developing Salalah as a health tourism destination in GCC. A qualitative research approach with semi-structures interviews was adopted for the purpose of this study. Study shows that integrated communication strategies are required to develop Salalah as health tourism destination.

This study is useful for the policymakers to formulate appropriate communication strategies to develop Salalah as health tourism destination in GCC. Lack of prior research & availability of related data is a limitation for the study.

Key Words: Health Tourism, Medical Tourism, Communication, communication strategies, GCC etc.


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ISSN : 2251-1547