Malaysian Islamic medical tourism market: a SWOT analysis

Abstract

Purpose This paper aims to examine challenges and prospects of the Malaysian Islamic medical tourism sector and suggests strategies to leverage the strengths and opportunities as well as overcome the weaknesses and threats. Design/methodology/approach A series of semi-structured interviews were conducted with the Islamic hospital managers. Information collected was transcribed and content analysis was used to group the variables into the four SWOT categories. Findings The SWOT analysis identified several strengths (e.g. great hospitality, country’s characteristics and development of Islamic compliant hospital), weaknesses (e.g. low international certifications), opportunities (e.g. growing Muslim populations, Sept 11 incidence) and threats (e.g. competition from major medical tourism market and non-uniformity of Islamic medical tourism standards). Research limitations/implications This paper could provide understanding of the sector and fundamental on the Islamic medical tourism market. Yet the SWOT analysis does not indicate how to achieve competitive advantage and result may become obsolete, with the dynamic environments. Practical implications This paper could serve as a guideline for the industry stakeholders to have better understanding in their business environment. Originality/value This paper is the first of its kind to integrate SWOT analysis and Islamic medical tourism industry. Hence, the findings could broaden knowledge on Islamic medical tourism industry and facilitate firms in tapping the growing market.