COMMUNICATION IN HEALTH TOURISM

Ovim radom prikazana je uloga kvalitetne komunikacije u zdravstvenom turizmu kao osnovni temelj za uspješno poslovanje zdravstveno-turističkih objekata. Komunikacija je nužna za sve aktivnosti ljudske populacije, tako i za odvijanje turizma, uslužne gospodarske djelatnosti. U turizmu, komunikacija predstavlja vještinu koja prodaje uslugu i čini turiste zadovoljnima. Zdravstveni turizam se smatra suradnjom dva naizgled potpuno odvojena područja, područje zdravstva i područje turizma, koja se međusobno nadopunjuju. S obzirom na nedostatak saznanja i literature, prvenstveno o komunikaciji u zdravstvenom turizmu, obrađena je problematika specifičnosti ovog oblika turizma kroz koju se prikazao problem današnjeg vremena, ali i mogući pravci rješenja. Da bi se došlo do zaključka, razmatrana je stručna literatura, posebice o komunikaciji u različitim poslovnim okruženjima, djelovanju komunikacije u organizaciji, te specifičnostima zdravstvenog turizma. Prioritet zdravstveno-turističkih objekata je privući i zadovoljiti turiste, prvenstveno uspostavljanjem kvalitetne komunikacije u organizaciji.This paper is showing the role of quality communication in health tourism as a basic foundation for successful business of health-touristic establishments. Communication is vital for all human population activities, and for tourism as a service activity, it is essential to its development and engagement. In tourism, communication represents a skill that is used for selling the service and making tourist as end-users of the service, fully satisfied. Health tourism is considered collaboration of two seemingly separate areas, health and tourism, which in this case are fully complementing each other. Considering the fact of lack knowledge and literature, primarily about communication in health tourism, the issue of the specificity of this tourism type was discussed, through which the problem of the today's time was presented with possible ways of problem solution. To be able to conclude the paper following aspects were considered; professional literature, especially communication in different business environments, ways of communication organization and specifics of health tourism. Priority of health-touristic establishments is to attract and satisfy tourists as end users, primarily by establishing quality communication in organization