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Marketing Medical Tourism in Emerging Market
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.ORCID iD: 0000-0002-2016-4841
2016 (English)In: Marketing Medical Tourism in Emerging Market: The Role of Trust, Network, and Adaptation, 2016Conference paper, Abstract (Refereed)
Abstract [en]

This paper aims to examine marketing of medical tourism (MT) from an emerging markets’ (EMs) perspective. In concrete, it analyzes how service providers develop trust, establish contacts with different actors and adapt to customers and the local environment to carry out the marketing in EM. A qualitative multiple case study approach has been employed. The result shows that trust- and network building is significant in mitigating the unfavorable feature, sustain the instability and legitimacy cause by institutional void. While, adaptation is necessary to customize service and support trust and network building. This study shows how healthcare providers are thriving in a turbulent environment in EM to promote medical service. Thus, it confers marketing science influence the MT industry. The proposed theoretical framework can be a relevant tool to improve understanding MT.

Place, publisher, year, edition, pages
2016.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-23868ISBN: 978-0-9549608-9-6 (print)OAI: oai:DiVA.org:hig-23868DiVA: diva2:1088189
Conference
British Academy of Management
Available from: 2017-04-11 Created: 2017-04-11 Last updated: 2017-04-11

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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Output format
  • html
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