Industry Revolution 4.0 Technologies—Reshaping Future Medical Tourist Experience

The recent pandemic significantly disrupted medical tourism, prompting a decline in revenue for Penang, Malaysia, a prominent destination in the industry. In 2022, the region witnessed a 39% reduction, with total earnings amounting to USD 67.1 million compared to 2019. This downturn exposed the vulnerability of the sector, challenging the economic sustainability of Penang. Persistent challenges such as heightened competition and evolving consumer preferences further compound the industry's predicament. This study addresses these challenges and explores the adoption of Industry 4.0 (IR4.0) technologies by private healthcare facilities in Penang. Using an inductive approach, data was gathered through site visits and in-depth interviews with six out of thirteen facilities in the local medical tourism sector. The findings reveal a positive inclination toward digitalizing healthcare services among the visited facilities, proving beneficial in providing continuous services to international medical tourists. Noteworthy technologies adopted include Telemedicine, Wearables, Electronic Medical Records (EMRs), Cloud Solutions, Internet of Things (IoT), Big Data Analytics, and Robotics. Motivators for technology adoption encompass lockdown challenges, operational efficiency, information sharing, legal considerations, competitive advantage, enhanced treatment, convenience, transparent operations, and timelier decision-making. Although security concerns were expressed by only half of the respondents, the decision-making process involves weighing the costs and benefits of technological advancements. This study contributes theoretically and practically to understanding the dynamics of technology adoption in the medical tourism industry.