Development Strategies for Taking Thailand’s Health Healing Tourism Business into the Global Market

Sinee Sankrusme


As a business, medical tourism seems to offer a wide range of products/services to potential customers, especially those from overseas. In this regard, the Thai government has adopted a policy to promote Thailand, as the medical hub of Asia, capable of providing world-class health care. The purpose of this study, therefore, is to analyze the development strategy of the medical tourism business using a combination of methods, both qualitative and quantitative in nature, to achieve this objective. The sample for this study consisted of 310 foreigners undergoing medical treatment in private hospitals in Bangkok, and the data collected from these respondents is presented in statistical form through the use of Path Analysis. The strategies pertaining to the development of medical tourism consist of demand strategies, supply strategies, research framework strategies (such as the perceived potential of the medical tourism industry for providing quality service), appeal, management of relevant public services, and service quality strategies, including those relating to strong and weak points. Furthermore, using path analysis to determine the relationship between public management, the quality of the hospital’s service, and the appeal of the country’s amenities that affects foreigners’ perception of the country’s potential regarding health facilities. It was found that the most important factor was the quality of the service provided, while the second most influential variable was appeal.

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Review of European Studies   ISSN 1918-7173 (Print)   ISSN 1918-7181 (Online)

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