Marketing Strategies for Promoting Medical Tourism in Thailand / Jutamas Rerkrujipimol and Ilian Assenov

Rerkrujipimol, Jutamas and Assenov, Ilian (2011) Marketing Strategies for Promoting Medical Tourism in Thailand / Jutamas Rerkrujipimol and Ilian Assenov. Journal of Tourism, Hospitality & Culinary Arts, 3 (2). pp. 95-105. ISSN 1985-8914 , 2590-3837

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Abstract

Thailand is considered to be among the global leaders in the medical tourism market which has grown rapidly in recent years but has faced formidable competition from Singapore, India and other countries. This exploratory research was intended to evaluate the current marketing strategies of healthcare providers and intermediaries through interviews with stakeholders and observation, and to propose effective marketing strategies for preserving and enhancing Thailand's position as a leading medical tourism destination. The paper identifies the strengths of Thailand's healthcare service providers and points to a number of problems that may reduce the growth opportunity of this industry. These include lack of practical government policies with regard to medical tourism and of other supporting regulations, lack of organization as a cooperation centre aimed at promoting the medical tourism industry as a whole, remaining low awareness of the opportunities presented by the industry among potentialfbreign patients, and a shortage of doctors and qualified medical staff. Measures for improvement are suggested.

Metadata

Item Type: Article
Creators:
Creators
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Rerkrujipimol, Jutamas
UNSPECIFIED
Assenov, Ilian
UNSPECIFIED
Subjects: G Geography. Anthropology. Recreation > G Geography (General) > Travel. Voyages and travels (General)
G Geography. Anthropology. Recreation > G Geography (General) > Travel. Voyages and travels (General) > Travel and state. Tourism
T Technology > TX Home economics > Hospitality industry. Hotels, clubs, restaurants, etc. Food service
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Hotel and Tourism Management
Journal or Publication Title: Journal of Tourism, Hospitality & Culinary Arts
UiTM Journal Collections: UiTM Journal > Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
ISSN: 1985-8914 , 2590-3837
Volume: 3
Number: 2
Page Range: pp. 95-105
Official URL: https://www.jthca.org/
Item ID: 44424
Uncontrolled Keywords: medical travel, medical tourism, Thailand, marketing strategies
URI: https://ir.uitm.edu.my/id/eprint/44424

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44424

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