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  • 1.
    Hyder, Akmal S
    et al.
    University of Gävle.
    Rydback, Michelle
    Södertörn University, School of Social Sciences, Business Studies. University of Gävle.
    Borg, Erik A.
    Södertörn University, School of Social Sciences, Business Studies.
    Osarenkhoe, Aihie
    University of Gävle.
    Medical tourism in emerging markets: The role of trust, networks, and word-of-mouth2019In: Health Marketing Quarterly, ISSN 0735-9683, E-ISSN 1545-0864, Vol. 36, no 3, p. 203-219Article in journal (Refereed)
    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.

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