A Study of the Impact of Marketing Mix for Attracting Medical Tourism in Jordan

Abstract

<p>Travel around the world for medical treatment is becoming further and further pronounced today. Furthermore, the basic premise of the medical tourism is that the care of the same or better quality of care, might be available in other countries, and acquired at a cheaper cost than in their country of origin (Jordan Tourism Board, 2015). Jordan, as one of the main destinations in medical tourism sector that is rapidly increasing, is developing worldwide trademark as “The Medical Hub of Middle East”. These days several Middle Eastern countries such as Jordan, with a high potential for attracting medical tourism has been trying to enter this market. The objective of this study was to determine the marketing mix to attract medical tourism to Jordan and evaluated the actual potential foreign patients represented by cost, quality and other aspects of recognition of the role of government and relevant bodies in this market. Jordanian medical facilities according to special circumstances of Jordan can offer a huge potential for medical and health tourism and Jordan can become a hub of medical tourism in the area in future.</p>