СТРАТЕГИЧЕСКИ МОДЕЛ ЗА ОЦЕНКА НА ЕФЕКТИВНОСТТА НА ОРГАНИЗАЦИИ В МЕДИЦИНСКИЯ ТУРИЗЪМ В ПЕРИОД НА КРИЗА
STRATEGIC MODEL FOR EVALUATING THE EFFECTIVENESS OF THE ORGANIZATION IN MEDICAL TOURISM IN TIMES OF CRISIS

Summary/Abstract: Medical tourism organizations, currently under crisis pressure from the external environment, are making changes in their market behavior, strategy and structure to adapt more flexibly to changes in the volatile economic conditions associated with the pandemic from COVID-19. Health and rehabilitation, recreational organizations face challenges related to their survival and the creation of a synergistic product. The influences of modern means of communication, the digitalization of the economic environment, the negative consequences of the pandemic crisis have put this type of organizations in medical tourism in a state of transformation in their micro and macroclimate and reflected on the activity. Stability, after severe economic crises, can be restored through timely performance appraisals. As a current management practice in organizations in the field of medical tourism, which has proven its applicability for management purposes, is the Balanced Scorecard System. The implementation of the method will help the improvement of their management activity, the creation of conditions for further development, recovery after the crisis. The aim is synchronization between strategy, structure, resources and control for the restoration of a synergistic tourist product, important for the consumer needs of health- medical and recreational services.

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