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The article is devoted to the study of the prospects for the development of medical tourism in the Stavropol Territory, which is considered as a significant factor in the diversification of the regional economy. There is a significant natural, climatic and medical potential of the region, including resort resources and high-tech medical centers. However, this potential is underutilized due to the lack of coordination between medical and tourism organizations and weak integrated promotion. The purpose of the work is a comprehensive assessment of the opportunities for the development of this area based on the use of strategic analysis tools. The study consistently conducted a PESTEL analysis of the macro environment and a SWOT analysis of the key components of the potential - natural and climatic resources and medical infrastructure. The analysis reveals both strengths and opportunities, as well as systemic weaknesses, including seasonality, low brand awareness, and fragmented offerings.
medical tourism, PESTEL analysis, SWOT analysis, tourist and recreational potential, natural and climatic resources, medical infrastructure, cluster development, rehabilitation, competitiveness, regional economy
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