ANALYSING year which business started. Table 4.1 Year Number

ANALYSING MARKETING OPPORTUNITIES
FOR HEALTH TOURISM PRODUCTS

 

1)   
The year which
business started.

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Table 4.1

Year

Number of
respondents

Percentage

Before 1970

14

18.6

1970-1990

23

30.6

1990-2010

18

24.2

After 2010

20

26.6

Total

75

100

 

 

Chart 4.1

 

 

         From table number 4.1 and chart 4.1,
we understand that 30.6% of providers started their business between 1970-1990,  18.6% 
before 1970,  24.2% between
1990-2010 and remaining 26.6 after 2010.

On analysing
growth rate we understand that health tourism had a rapid growth between
1970-1990.

 

 

 

2)   
Area of
operation.

Table 4.2

Area

Number of respondents

Percentage

Rural

25

33.4

Urban

30

40

Semi urban

20

26.6

Total

75

100

 

Chart 4.2

 

 

From table 4.2 and
chart 4.2, we understand that 40% of respondents are interested to do their
business in urban areas, 33.4% interested in rural areas and remaining 26.6%
interested in semi urban areas.

From this result we
can say that health tourism business is good option for starting in urban
areas.

 

 

3)   
Proving
of health tourism products.

Table 4.3

Health tourism products

Frequency

Percent

Cardiac care

7

9.5

Orthopedic

9

12

ENT

8

10.6

General Surgery

11

14.8

Cosmetic Treatment

5

6.6

Urology

3

4

Ophthalmology

5

6.6

Fertility Treatment

4

5.3

Yoga & Meditation

6

8

Ayurveda

14

18.6

Naturopathy

3

4

Total

75

100

 

Chart
4.3

From table 4.3
& chart 4.3, we understand that Ayurveda, general surgery, ENT &
Orthopedic treatments have high demand in kerala. And we can conclude that
ayurveda is the highly demanding health tourism product.

 

4)   
Accessible
Health Tourism Market.

Table 4.4

Accessibility

Number of Respondents

Percentage

High

33

44

Medium

25

33.4

Low

10

13.3

Not important

7

9.3

Total

75

100

 

Chart 4.4

 

From table 4.4
& chart 4.4, we can understand that 44% 
of respondents opine is that health tourism facility is highly
accessible, 33.4% is moderately satisfied with the accessibilty & rest of
group are not satisfied.

 And we can say that most of the respondents
support that health tourism facility is highly accessible.

 

 

5)   
Health
tourist visited  in Kerala.

 

Table 4.5

 

2012

2013

2014

2015

2016

Health Tourists

28046

36859

47569

66447

89546

 

Chart 4.5

 

                          November, December,
January, February and March are the month which tourist arrival is more in
Kerala. The month of June receives the less tourists.

 

 

 

6)   
Geographical
segmentation influence Health Tourism Marketing.

Table 4.6

Response

Number of respondents

Percentage

Agree

42

56

Disagree

18

24

Undecided

15

20

Total

75

100

 

Chart 4.6

 

From table 4.6 and
chart 4.6, it is clear that 56% of providers agree with segmentation process.
24% disagree with the segmentation and remaining 20%  have no opinion about segmentation process.

 

 

 

7)   
Methods
for conducting Market Research.

Table 4.7

Methods

Number of respondents

Percentage

Internal Sources

14

18.6

Government publications

21

28

Periodicals & Books

13

17.4

Commercial data

27

36

Total

75

100

 

Chart 4.7

 

From the table 4.7
and chart 4.7, it is clear that 36% of providers use commercial data for
conducting market research. 28% providers use government publications, 18.6%
providers use internal source and remaining 17.4% use periodicals & books
for conducting market research.

 

 

8)   
Percentage
of Revenue from Turnover.

Table  4.8

Destination

% of turnover

From Kerala market

10%

From Indian market

40%

From Foreign market

50%

Total

100%

 

Chart 4.8

 

From table 4.8 and chart
4.8, it is clear that 50% of turnover from health tourism product is from
foreign market and 40% from Indian market and remaining 10% is only from Kerala
market. So we can say that revenue from international market is more than
domestic market.

 

 

9)   
Seasonal
Demand of Health Tourism products.

Table 4.9

Season

Number of respondents

Percentage

Spring

10

13.4

Summer

18

24

Fall

21

28

Winter

14

18.6

The entire year

12

16

Total

75

100

 

Chart 4.9

 

                   From table 4.9 and chart
4.9, it is clear  that 28% of providers
have  the opinion that demand for health
tourism product is high during fall season. 24% agree with the summer season,
18.6% agree with winter season, 13.4% agree with spring season and remaining 16%
of providers agree with the entire year.

 

 

10)                      
Age
group demand for Health Products.

Table 4.10

Age group

Number of respondents

Percentage

Under 15 years old

5

6.7

16-30 years old

16

21.3

31-45 years old

12

16

46-60 years old

18

24

60 + years old

24

32

Total

75

100

 

Chart 4.10

 

From table 4.10 and
chart 4.10, 32% of providers opinion is that demand for health tourism products
is high in 60 + years old, 24% is with 46-60 years old, 21.3% is with 16-30
years old,16% is with 31-45 years old and remaining 6.7% is with under 15 years
old.

And it is clear
that old age group prefer health tourism products more.

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