The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Innovation in Medical Tourism Service Marketing: A Case of India
Abstract
The aim of this chapter is to critically examine the latest development of medical tourism as an innovation in India. The existing theories and concepts in medical tourism are reviewed and synthesised in order to lay down a foundation for marketing managers to deploy marketing mix strategies to deliver values to the medical tourists. A secondary research method is adapted to gather relevant literature. This chapter not only provides a background introduction to the growing importance of the medical tourism industry to the Indian economy, but also makes major contributions: firstly, that global healthcare service marketing is quite different from marketing of other services and goods. Secondly, it proposes to examine the application of 8Ps of tourism marketing-mix along with another 6Ps, such as personalisation of healthcare, publication for patient, patient packaging, patient education, patient privacy, and patient medical and cultural sensitivities for effective marketing of the popular Indian wellness and medical tourism destinations, super-speciality hospitals, and complex diagnostic tests and surgeries to the world.
Related Content
|
Suneel Kumar, Varinder Kumar, Marco Valeri, Nisha Devi, Kamlesh Attri.
© 2024.
28 pages.
|
|
Tuğçe Şimşek.
© 2024.
28 pages.
|
|
Maja Turnsek, Adele Ladkin.
© 2024.
25 pages.
|
|
Alkistis Papaioannou, Panagiotis Dimitropoulos.
© 2024.
17 pages.
|
|
Kannapat Kankaew, Parinya Nakpathom, Alhuda Chanitphattana, Hataipat Phungpumkaew, Kwanporn Boonnag, Gilbert C. Magulod Jr.
© 2024.
16 pages.
|
|
Jessica Patrícia Ferreira, Bruno Barbosa Sousa, Nuno Costa.
© 2024.
26 pages.
|
|
Anup Kaith, Geeta Sachdeva.
© 2024.
22 pages.
|
|
|