A Marketing Business Plan and Competition Analysis for the Cyprus Specialized/Wellness Tourism Services/Market

Abstract

The chapter is submitted in the context of the formulation of a competition analysis for the Cyprus specialized and wellness tourism services market and therefore proposes a single, monolithic, sufficient, and effective communication and marketing mix as well as a business plan for “Wellnessland”. Considering the impact of tourism in Cyprus' economy, the current research adds to the existing knowledge at both academic and professional levels. Further, the proposed framework aims to identify external forces that determine the operating and competitive environment of the business in question. For this reason, the proposed plan aims to insist the proposed mix of communication and marketing strategies, to reflect the given competitive environment and market situation and finally to communicate the services offered by Wellnessland in the most efficient and profitable way through a transparent indication of operational cost and the basic financial/economic forecasts.