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Country-of-Origin Preferences and Networks in Medical Tourism: Beyond the Reach of Providers?

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Klaus Schmerler

    (Martin-Luther-University Halle-Wittenberg)

Abstract

This paper investigates the drivers of inbound medical tourism at the individual level and explores the role of both personal networks and the country-of-origin effect as key determinants of destination choice. We draw from two novel and unique data sets: stakeholder interviews with facilitators and providers and an international patient survey in Germany. We find strong evidence for the use of personal networks as information and support channels, the presence of a strong country-of-origin effect and two distinct consumer segments. These segments differ in their importance placed on staff characteristics, provider characteristics and the magnitude of their country-of-origin effects. Our results have important implications for both providers and policy makers that seek to emulate strategies of successful medical tourism destinations as we identify factors that inhibit their portability.

Suggested Citation

  • Klaus Schmerler, 2019. "Country-of-Origin Preferences and Networks in Medical Tourism: Beyond the Reach of Providers?," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 1269-1277, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_145
    DOI: 10.1007/978-3-030-12453-3_145
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