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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, p. 1-17Article in journal (Refereed) Epub ahead of print
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 Group, 2019. p. 1-17
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: 31210584OAI: oai:DiVA.org:sh-38467DiVA, id: diva2:1329246
Available from: 2019-06-24 Created: 2019-06-24 Last updated: 2019-06-24Bibliographically approved

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Rydback, MichelleBorg, Erik A.

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CiteExportLink to record
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Citation style
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  • ieee
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  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
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