Abstract

Medical tourism has emerged as a popular choice for travellers worldwide, combining biomedical procedures with travel and tourism experiences. The term 'medical tourism' was coined by travel agencies and subsequently adopted by the mass media to describe the growing trend of crossing international borders to seek advanced medical care. Countries such as Thailand, Malaysia, and India have actively promoted medical tourism. India, in particular, possesses key competitive advantages in this industry, including its affordability, renowned expertise in advanced healthcare fields like cardiovascular surgery, organ transplants, and eye surgery, as well as its diverse range of tourist destinations. However, the medical tourism industry faces certain challenges. These include the lack of government initiatives, a fragmented approach to marketing, the absence of an accreditation mechanism for hospitals, and the absence of standardised pricing policies and quality standards across different healthcare facilities. Despite these challenges, medical tourism or healthcare tourism has become a rapidly growing multibillion-dollar industry worldwide. It represents the convergence of two major global sectors: medicine and tourism. This paper aims to assess the strengths and weaknesses of Indian medical tourism service providers and identify various factors that could impede the growth potential of this industry. The study employed a convenient sampling method, collecting data from a sample size of 200 individuals. The independent variables considered in the analysis were age, gender, education, and occupation. The findings indicate that the affordability of medical treatments has been a driving force behind the progress of medical tourism in India. However, the lack of government contributions poses a potential threat to its future growth. In conclusion, this paper examines and presents the reasons why India, as a developing country, attracts foreign tourists seeking medical treatment. It highlights the competitive advantages, such as cost-effectiveness and specialised healthcare services, while acknowledging the challenges that need to be addressed for sustained growth in the industry.

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