DIGITAL MARKETING AND CYBERSECURITY IN HEALTH TOURISM

A COMPARATIVE ANALYSIS OF SPA AND HEALTH RESORTS IN CROATIA AND SLOVENIA

Abstract

Health tourism is one of the most dynamic segments of the contemporary tourism industry, particularly within the European Union, where the free movement of patients and the availability of cross-border healthcare services drive growing demand for specialised health tourism offerings. In this environment, digital marketing has become a key instrument for the international positioning of healthcare institutions, while the ongoing digitalisation of business processes simultaneously generates increasing requirements for cybersecurity and the protection of personal and health-related data. Spa and health resorts constitute a core segment of health tourism in Croatia and Slovenia, drawing on natural healing resources, medical expertise, and a long-standing tradition of rehabilitation and disease prevention. To remain competitive in the European market, these institutions are increasingly utilising digital communication and sales channels, including official websites, social media platforms, and online booking systems, in which data security is an integral component of their digital presence. This paper aims to analyse and compare how spa and health resorts in Croatia and Slovenia integrate digital marketing and cybersecurity into their business and communication practices. Particular emphasis is placed on the role of cybersecurity in digital advertising, online booking processes, and data management, as well as on its visibility in public communication directed at service users. Methodologically, the paper is based on an analysis of relevant European Union legal and regulatory frameworks, including NIS 2, the Cybersecurity Act, the Cyber Solidarity Act, and the Cyber Resilience Act, as well as a comparative case study of selected spas and health resorts in Croatia and Slovenia. The empirical component of the research includes a qualitative analysis of official websites and digital communication channels, as well as a survey focusing on managerial and marketing practices within these institutions. The results of the comparative analysis indicate that Croatian and Slovenian health resorts have a well-developed, functional digital presence, including official websites, online booking and payment, and active use of social networks. The main similarities concern the recognition of digital channels as a means of information dissemination, promotion, and building user trust. The main differences concern the intensity of content publishing, the dynamics of paid advertising, and the extent of multilingual website adaptation. An empirical preliminary study conducted on a sample of health resorts in Croatia and Slovenia found that digital marketing is perceived as an important factor for international visibility, while cybersecurity is mainly viewed as an integral part of responsible digital business, rather than as an obstacle to digital advertising. The results indicate a high number of official websites, extensive use of digital advertising and social networks, but also limited adoption of advanced digital solutions and insufficient employee education. The main challenges are the protection of sensitive data, regulatory compliance, developing a security culture, and the high costs of investing in cybersecurity. The paper offers both theoretical and practical contributions to the discussion of the importance of cybersecurity as a fundamental element of the sustainable and competitive development of health tourism within the European context.