Quality management as a tool for increasing marketing effectiveness in the field of health tourism

Health tourism is becoming one of the leading areas of tourism and hospitality, incorporating components of wellness tourism, sanatorium and medical tourism. The complex nature of the health service, on the one hand, increases efficiency and, accordingly, its demand by consumers, but on the other hand, it requires great efforts of specialists, financial investments, and innovative solutions to ensure the required level of quality. Solving this problem is possible only if the enterprise uses an effective quality management system. The article characterizes modern quality systems, highlights the role of ISO international standards in building a quality management system for health tourism, it is shown that the improvement of health products and services is associated with their continuous improvement in accordance with the dynamics of the market for such products, as well as depending on the preferences and demands of consumers. The article focuses on the specifics of the formation of the product life cycle, which consists in simultaneously satisfying two conditions: ensuring its quality at each stage of the cycle and reflecting new qualitative characteristics of the product in the marketing strategy of the enterprise. In terms of implementing a customer-oriented approach, the authors propose a conceptual model of quality management in the field of health tourism as a tool for increasing marketing efficiency, i. e. operating in inextricable connection, mutual support and consistency of quality management and marketing activities. In accordance with this model, marketing becomes both a way of conveying the current level of quality to the consumer, forming ideas about it, and a tool for collecting data, based on which the organization has the opportunity to manage quality, improving it.