РOЛЯТА НА ИНОВАЦИОННИТЕ ТЕХНОЛОГИИ ЗА ПОВИШАВАНЕ КОНКУРЕНТОСПОСОБНОСТТА НА ЗДРАВНИЯ ТУРИЗЪМ

Abstract

An organization that strives to maintain and strengthen its position on the market and increase its competitiveness needs to implement an appropriate innovation policy defining the objectives of the innovation strategy and the mechanisms for supporting the priority innovation programs and projects. As one of the rapidly growing specialized species, health tourism is facing the challenge of meeting the needs and demand of consumers through a comprehensive innovative product and competitive services. That is why innovation is an important element in the management of health tourism, oriented towards high efficiency and quality service to consumers, aiming to satisfy their needs for resting, physical recovering and stabilization of the general mental and physical condition. Innovations in health tourism are sequenced to the consumer's need for quality health services and the implementation of effective processes from the development of the overall activity of the health-rehabilitation enterprises. These processes require optimization of the existing tourism product by introducing new components that characterize its profile. Therefore, innovative technologies also appear to respond to the demand for alternatives to the mass standardized product.