Medical tourism in emerging markets: The role of trust, networks, and word-of-mouth

Medical tourism in emerging markets : The role of trust, networks, and word-of-mouth

Rydback, Michelle, Doktorand, 1976- (author): Högskolan i Gävle,Södertörns högskola,Företagsekonomi,University of Gävle

Borg, Erik A., 1961- (author): Södertörns högskola,Företagsekonomi,Södertörns högskola, Stockholm, Sweden

(creator_code:org_t)

2019-06-18
2019
English.
In: Health Marketing Quarterly. - : Taylor & Francis. - 0735-9683 .- 1545-0864. ; 36:3, s. 203-219

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Abstract Subject headings

Despite the growing popularity of medical tourism (MT) in emerging markets (EMs), little is known about how healthcare providers operationalize. This article analyzes how healthcare providers meet different challenges to market MT in an EM setting. A qualitative method was used for data collection and conducting case studies on healthcare services in the Philippines. The results show that trust and network building are necessary for mitigating the unfavorable characteristics, instability and lack of legitimacy caused by institutional constraints in EM. Word-of-mouth is found to be important to attract new customers and disseminate information about MT services.

SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
SOCIAL SCIENCES -- Economics and Business (hsv//eng)

By the author/editor: Hyder, Akmal S., ...; Rydback, Michell ...; Borg, Erik A., 1 ...; Osarenkhoe, Aihi ...

About the subject

SOCIAL SCIENCES: SOCIAL SCIENCES; and Economics and Bu ...; and Business Adminis ...

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