THE ROLE OF EFFECTIVE INTERCULTURE COMMUNICATION IN MEDICAL TOURISM IN LITHUANIA

Effective communication plays a critical role in international and multicultural settings, particularly within the rapidly growing medical tourism sector. Clear communication strategies help bridge linguistic and cultural barriers, fostering collaboration and building relationships that respect diverse viewpoints. In the medical tourism industry, which is projected to grow from USD 13.13 billion in 2021 to USD 53.51 billion by 2025, effective communication is essential for coordinating healthcare and logistics ( (Fortune Business Insights, 2023). Leading countries in this sector include Thailand, India, and Turkey, while Lithuania presents potential due to its quality healthcare and competitive pricing. However, it faces challenges such as insufficient governmental support and cultural communication barriers, hindering its growth. This article aims to assess the impact of communication on medical tourism decisions in Lithuania, focusing on two primary areas: a review of existing literature pertaining to influencing factors and a comparison of intercultural communication styles among Lithuanian, Scandinavian, and British representatives. Employing research methods such as literature reviews, surveys, and descriptive statistical analysis, the study examines how medical organizations' communication is perceived by intercultural medical tourists. Findings indicate that clear and purpose-driven communication significantly enhances medical tourist experiences and evaluations of services, underscoring the importance of communication efficiency in the medical tourism sector.