Innovation in medical tourism service marketing: A case of India

Medhekar, Anita, Wong, Ho Yin and Hall, John 2014, Innovation in medical tourism service marketing: A case of IndiaHospitality, travel, and tourism: Concepts, methodologies, tools, and applications, IGI Global, Hershay, Pa., pp.1587-1604, doi: 10.4018/978-1-4666-6543-9.ch091.

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Title Innovation in medical tourism service marketing: A case of India
Author(s) Medhekar, Anita
Wong, Ho YinORCID iD for Wong, Ho Yin
Hall, JohnORCID iD for Hall, John
Title of book Hospitality, travel, and tourism: Concepts, methodologies, tools, and applications
Publication date 2014
Chapter number 3
Total chapters 92
Start page 1587
End page 1604
Total pages 18
Publisher IGI Global
Place of Publication Hershay, Pa.
Summary © 2015, IGI Global. 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.
ISBN 1466665432
Language eng
DOI 10.4018/978-1-4666-6543-9.ch091
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category BN Other book chapter, or book chapter not attributed to Deakin
Copyright notice ©2014, IGI Global
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Document type: Book Chapter
Collections: Faculty of Business and Law
Department of Marketing
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