Abstract 

With the development of the tourism industry worldwide, there is a need for proper and sustainable management of the specialized types of tourism. One of the most developed specialized types of tourism is health tourism. According to the tourist zoning in Bulgaria, we distinguish regions with basic and extended specialization in the field of health tourism. In each one of them, certain locations could be identified and developed. Another important aspect is related to the values ​​and policies of the modern world, which highlight the equal opportunities, and equality of all members of society and its individual groups, including female entrepreneurs.

In this paper, the authors strive to disclose opportunities for applying marketing management in starting and managing a business in the field of health tourism by women entrepreneurs, based on good examples drawn from practice aiming to develop a health tourism location.

Keywords: health tourism, marketing, marketing mix, marketing management, women's entrepreneurship, spa center, demand management, certification, aspects of marketing management, wellness center, spa and wellness tourism