Communication needs of medical tourists: an exploratory study in Thailand

  • Anothai Ngamvichaikit, Rian Beise-Zee
  • International Journal of Pharmaceutical and Healthcare Marketing, April 2014, Emerald
  • DOI: 10.1108/ijphm-10-2012-0010

Communication need for medical tourists

What is it about?

Medical tourists are the customers who use service in their unfamiliar places. The successful communicative strategy for this kind of customers is provocative for your understanding and application with other services. The qualitative research with medical tourism in Thailand where gain highest consumption from Western market enlightens our communication concept to manage cross-cultural services.

Why is it important?

Informative communication and service providers demonstration of source credibility are the mechanism to alleviate the anxiety and doubtfulness with the first time customers who purchase high credence services like medical services. Even if customers search intensive information before service purchasing, customers like medical tourists need to ensure service quality by adhering with informative communication and credibility introduction. More trust and satisfaction can be gained.

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The following have contributed to this page: Anothai Ngamvichaikit