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Framework for Promotion of Medical Tourism: A Case of India

Author

Listed:
  • Vinaytosh Mishra

    (FORE School of Management)

  • Mohita G. Sharma

    (FORE School of Management)

Abstract

Medical tourism is quickly growing in developing countries. The healthcare players have recognized it as a potential area for economic diversification. The major factors affecting medical tourism in a country are cost, quality, language, and ease of travel. The healthcare services in India cost significantly lower than in western countries and the middle east. That is one of the reasons behind India attracting customers from these countries. The government promotes India as a premier healthcare destination and has made policies to ease travel for medical tourism purposes. Quality has been one of the important criteria for the selection of healthcare providers even for price-conscious customers. This study uses the case of the eastern part of the state of Uttar Pradesh to investigate the reason behind the low penetration of medical tourism in the region. The study identifies factors affecting medical tourism in post-COVID times and maps them with enablers using a focus group discussion. The study further uses SERVQUAL, a multidimensional research instrument to measure service quality by capturing patient’s expectations and perceptions along five dimensions of service quality. The study contributes to the existing literature in two ways. It provides the framework for the promotion of medical tourism in a region. Second, it provides future directions for research in the area of medical tourism in the post-COVID world.

Suggested Citation

  • Vinaytosh Mishra & Mohita G. Sharma, 2021. "Framework for Promotion of Medical Tourism: A Case of India," International Journal of Global Business and Competitiveness, Springer, vol. 16(1), pages 103-111, December.
    • Handle: RePEc:spr:ijogbc:v:16:y:2021:i:1:d:10.1007_s42943-021-00027-7
    DOI: 10.1007/s42943-021-00027-7
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    References listed on IDEAS

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    1. Moghavvemi, Sedigheh & Ormond, Meghann & Musa, Ghazali & Mohamed Isa, Che Ruhana & Thirumoorthi, Thinaranjeney & Bin Mustapha, Mohd Zulkhairi & Kanapathy, Kanagi A./P. & Chiremel Chandy, Jacob John, 2017. "Connecting with prospective medical tourists online: A cross-sectional analysis of private hospital websites promoting medical tourism in India, Malaysia and Thailand," Tourism Management, Elsevier, vol. 58(C), pages 154-163.
    2. Vinaytosh Mishra & Cherian Samuel & S. K. Sharma, 2019. "Patient’s Utility for Various Attributes of Diabetes Care Services," IIM Kozhikode Society & Management Review, , vol. 8(1), pages 1-9, January.
    3. de la Hoz-Correa, Andrea & Muñoz-Leiva, Francisco & Bakucz, Márta, 2018. "Past themes and future trends in medical tourism research: A co-word analysis," Tourism Management, Elsevier, vol. 65(C), pages 200-211.
    4. Fetscherin, Marc & Stephano, Renee-Marie, 2016. "The medical tourism index: Scale development and validation," Tourism Management, Elsevier, vol. 52(C), pages 539-556.
    5. Natalia Kowalska & Anna Ostręga, 2020. "Using SERVQUAL Method to Assess Tourist Service Quality by the Example of the Silesian Museum Established on the Post-Mining Area," Land, MDPI, vol. 9(9), pages 1-19, September.
    6. Chuang, Thomas C. & Liu, John S. & Lu, Louis Y.Y. & Lee, Yachi, 2014. "The main paths of medical tourism: From transplantation to beautification," Tourism Management, Elsevier, vol. 45(C), pages 49-58.
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    Cited by:

    1. Arghya Ray & Lan Ma, 2021. "Operational Changes and Performance Outcomes: Analysis on Hotels of Five Asia–Pacific Countries," International Journal of Global Business and Competitiveness, Springer, vol. 16(1), pages 77-88, December.
    2. Aarti Singh & Ratri Parida, 2022. "Decision-Making Models for Healthcare Supply Chain Disruptions: Review and Insights for Post-pandemic Era," International Journal of Global Business and Competitiveness, Springer, vol. 17(2), pages 130-141, December.
    3. Neha Malhotra & Kartik Dave, 2022. "An Assessment of Competitiveness of Medical Tourism Industry in India: A Case of Delhi NCR," International Journal of Global Business and Competitiveness, Springer, vol. 17(2), pages 215-228, December.

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