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Medical tourism in emerging markets: The role of trust, networks, and word-of-mouth
University of Gävle.
Södertörn University, School of Social Sciences, Business Studies. University of Gävle.ORCID iD: 0000-0002-2016-4841
Södertörn University, School of Social Sciences, Business Studies.ORCID iD: 0000-0002-4885-6014
University of Gävle.
2019 (English)In: Health Marketing Quarterly, ISSN 0735-9683, E-ISSN 1545-0864, Vol. 36, no 3, p. 203-219Article in journal (Refereed) Published
Abstract [en]

Despite the growing popularity of medical tourism (MT) in emerging markets (EMs), little is known about how healthcare providers operationalize. This article analyzes how healthcare providers meet different challenges to market MT in an EM setting. A qualitative method was used for data collection and conducting case studies on healthcare services in the Philippines. The results show that trust and network building are necessary for mitigating the unfavorable characteristics, instability and lack of legitimacy caused by institutional constraints in EM. Word-of-mouth is found to be important to attract new customers and disseminate information about MT services.

Place, publisher, year, edition, pages
Taylor & Francis, 2019. Vol. 36, no 3, p. 203-219
Keywords [en]
Emerging markets, Healthcare, Medical tourism, Network, Trust
National Category
Business Administration
Research subject
Politics, Economy and the Organization of Society
Identifiers
URN: urn:nbn:se:sh:diva-38467DOI: 10.1080/07359683.2019.1618008PubMedID: 31210584Scopus ID: 2-s2.0-85067617363OAI: oai:DiVA.org:sh-38467DiVA, id: diva2:1329246
Available from: 2019-06-24 Created: 2019-06-24 Last updated: 2021-02-17Bibliographically approved
In thesis
1. Healthcare Service Marketing in Medical Tourism: An Emerging Market Study
Open this publication in new window or tab >>Healthcare Service Marketing in Medical Tourism: An Emerging Market Study
2021 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Medical tourism (MT) enables patients to satisfy their healthcare needs by traveling outside their country of residence to obtain medical treatment. The increasing number of scientific publications, different countries’ engagement in providing care for foreigners, and patients heading abroad to receive healthcare indicate the growth and popularity of MT. This industry’s development exposes the healthcare sector to a competitive environment. As a result, marketing has become a significant part of healthcare providers’ operations and survival. Research into how these providers promote their services is limited. This limitation is further apparent for healthcare providers located in less popular destinations, such as emerging market (EM) countries. This dissertation therefore focuses on MT service providers in an EM, the Philippines.

This study aims to examine how service providers in an EM country market healthcare services internationally. This thesis consists of four articles. Through qualitative case-based research, this study concentrates on hospitals, clinics, and medical tourism facilitators that play a central role in service delivery within the MT industry. The results from this thesis show that to efficiently market healthcare, service providers have to build trust, establish reliable networks, and offer customized and supplementary services.

This dissertation is positioned to contribute to relevance and diversity in service marketing research and the budding healthcare service marketing while sustaining MT literature through studying service providers in an EM context. Although this study was based on one EM, it offers an in-depth understanding of how the marketing of healthcare services is being implemented. This knowledge is not only important for the practicing medical tourism destination countries, but also for patients, managers, policymakers, and researchers in the patients’ home country. Future studies could focus on the perspective of consumers. Accordingly, this study is an initial step toward a deeper understanding of the marketing of commercialized healthcare.

Place, publisher, year, edition, pages
Huddinge: Södertörns högskola, 2021. p. 230
Series
Södertörn Doctoral Dissertations, ISSN 1652-7399 ; 185
Keywords
healthcare service marketing, medical tourism, emerging market, service marketing, trust, network, customization, word of mouth, supplementary services, Philippines
National Category
Business Administration
Research subject
Politics, Economy and the Organization of Society
Identifiers
urn:nbn:se:sh:diva-44276 (URN)978-91-89109-52-0 (ISBN)978-91-89109-53-7 (ISBN)
Public defence
2021-04-08, MA648/via link, Alfred Nobels Allé 7, Huddinge, 13:00 (English)
Opponent
Supervisors
Available from: 2021-03-05 Created: 2021-02-17 Last updated: 2021-11-02Bibliographically approved

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Rydback, MichelleBorg, Erik A.

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CiteExportLink to record
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Citation style
  • apa
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  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • sodertorns-hogskola-harvard.csl
  • sodertorns-hogskola-oxford.csl
  • Other style
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  • de-DE
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