Effective Communication Environment for the Development of Medical Tourism in Russian Regional Practice

The article presents the results of the author's analysis of the problems and prospects for the development of the medical tourism market in Russia, taking into account global trends and the dynamics of the industry development. The list of priority consumers of medical tourism services is specified. The experience of successful cases of solving the problem of developing medical tourism in certain regions of Russia is presented using the example of the Moscow region. The risks of medical tourism development are highlighted. The main vectors of development of the health resort business and export of medical services are determined in terms of forming a single contour of the communicative environment of medical tourism. A constructive scenario of communicative interaction of actors of territorial development of medical tourism, including hotel and tourism enterprises, together with specialized booking services and public organizations is proposed. The requirements for an effective communicative environment of medical tourism are specified.