Marketing Strategies for Medical Tourism In India Amongst Gulf Countries: An Empirical Study

Abstract

Medical tourism is known as a phenomenon where millions of patients a year from all over the world travel across international destinations in order to obtain various forms of healthcare. Most of these patients are known to travel from developed countries to developing countries, looking for highly invasive medical treatments to lesser invasive and recreational medical treatment. The main objective of this research is to try and understand the importance of marketing medical tourism in India. This research mandated registering the observations of the medical tourists from Gulf countries to find answers to how the attitudes and behaviors of patients towards the concept of medical tourism influence their decision to become a medical tourist. The authors interviewed patients from the UAE through questionnaires that address the objective of the research. The authors noted that the primary drivers of medical tourism to India are the country's highly skilled medical professionals, as well as its extensive medical facilities and reasonably priced treatments. © 2024, IGI Global.