Affiliation:
1. College of Administrative and Financial Sciences, Saudi Electronic University, Riyadh, Saudi Arabia
2. University of Malta, Malta
3. ASM's Institute of Business Management and Research, India
Abstract
The popularity of medical tourism has matured substantially over the last few decades due to escalating medical costs, advancements in medical technology, and reduced travel costs. The significance of medical marketing has thus become vital for hospitals to lure domestic and global patients, designate their brand, and boost awareness about life-saving treatments delivered by distinctive hospitals across the globe. Even though medical tourism has acquired growing interest, prior research has been limited in scope, particularly in studying the industry's marketing aspects. Because of this, comprehending the target market is vital. To address this need, this chapter aims to answer two research questions: RQ1, What key themes, study characteristics, study contexts, and methodologies are investigated in medical tourism marketing research studies?; RQ2, What future research avenues in medical tourism marketing exist for scholars across diverse fields? This chapter thoroughly synthesizes existing medical tourism marketing literature and pinpoints future research opportunities.