Medical Tourism: perspectives and applications for destination development

Abstract

This paper explores the issues surrounding the emergence of medical tourism as a distinct subject area in the growth of global tourism. The discussion is framed around examples from both the supply side and demand side concerning markets in North America, Europe, Asia and the Middle East. Specific market characteristics associated with these settings are presented along with special emphasis on the drivers and challenges to growth. Attention is placed on the experience and service side of the medical tourism purchase as a form of destination diversification. The role of the medical tourism operator in the service experience is explored.