Guidelines for the Formation of the Value Proposition of Inbound Medical Tourism: The Case of Lithuania

In order to attract more medical tourists to Lithuania and to provide them with more value, it is necessary to update the current medical tourism value proposition presented in 2012. Thus, the aim of the study is to identify potential elements of the value of inbound medical tourism and to provide guidelines for the development of the value proposition for medical tourism in Lithuania. The research presents the results of secondary data analysis, the results of content analysis of thes medical tourist’s feedback, and the results of semi-structured interviews with medical tourism experts. Based on the results, the article provides insights what changes could be meaningful in renewing the value proposition of inbound medical tourism in Lithuania, highlighting the importance of renewing the priority of target audience.