Copyright © 1999 International Development Options
All Rights Reserved
Volume One Winter 1998-Spring 1999 Numbers 3-4.
HEALTH TOURISM: A NICHING STRATEGY FOR MARKETPLACE SURVIVAL IN CUBA
Sharon L. Oswald Tony L. Henthorne
Department of Management Department of Marketing
Auburn University University of Southern Mississippi
Auburn, Alabama 36849 Hattiesburg, MS 39406
Published online: December 15, 2016
The Cuban health care system has long enjoyed a worldwide reputation for superiority in medicine. However, with the dismantling of the Soviet Union, this reputation was not providing the hard currency necessary for the country's economic survival. Health tourism, a specialized, under-served niche in the hotly competitive realm of Caribbean tourism, became the shining star of the Cuban government's hope for resurgence into the global marketplace. With the exploitation of health tourism through a for-profit entity, Cuba appears to be heading down a path untraveled for nearly four decades.