Skip to main content Skip to main navigation menu Skip to site footer
Published: 2022-11-30

Delving Medical Tourism In India: Insights and Challenges

Department of Commerce, Shaheed Bhagat Singh College, University of Delhi, India
Anant National University, India
Department of Commerce and Management, Career Point University Hamirpur, Himachal Pradesh, India
Faculty of Management Studies, University of Delhi, India
Tourism Supply Chain Buy Local Campaign Tourism Businesses


This article explores how successfully emerging economies, especially India, can compete in the Medical Tourism (MT) sector. Increasing globalization in this price-sensitive industry presents a new competitive potential for emerging nations like India. The paper discusses the possibilities of MT for emerging economies, particularly India, which are fast-rising industrial participants as a globally competitive industry. An attempt has been made to explore the medical tourism status in India. Further, the competitive advantages and challenges that the Medical Tourism sector would face are addressed, and necessary steps should be taken to address these issues are discussed. The main focus of this paper is to what degree issues can be tackled and the policy consequences, particularly the importance of government participation in developing MT services. For the present study, data has been collected from secondary sources, including reports from the Ministry of Tourism, the Government of India, Travel and Tourism council reports, Electronic Media, and relevant literature published in various indexed journals. The study findings concluded that the main competitors at MT have considerable backing from the Government, rely substantially upon international links and certification, and compete quite similarly. In the future, it is both likely and desirable to differentiate more. The current study provides a theoretical examination of the future competitiveness of India's constantly changing MT sector. This industry is closely related to emerging economies' comparative advantages and offers improvement and added value prospects.

Keywords: Medical tourism, Competitive strategy, Business development


  1. Amoamo, M., 2011. Tourism and hybridity: Re-visiting Bhabha’s third space. Annals of Tourism
  2. Research, 38(4), pp.1254-1273.
  3. Bell, E., 2022. Business research methods. Oxford university press.
  4. Buhalis, D. and Deimezi, O., 2004. E-tourism developments in Greece: Information
  5. communication technologies adoption for the strategic management of the Greek tourism
  6. industry. Tourism and hospitality research, 5(2), pp.103-130.
  7. Darku, E.N.D. and Akpan, W., 2020. Selling culture: a buy local campaigns in the Ghanaian and
  8. South African textile and clothing industries. Journal of Enterprising Communities: People
  9. and Places in the Global Economy.
  10. Fountain, J., 2021. The future of food tourism in a post-COVID-19 world: insights from New
  11. Zealand. Journal of Tourism Futures.
  12. Gerth, K. (2003), China Made: Consumer Culture and the Creation of the Nation, Harvard Univ
  13. Asia Center, Vol. 224.
  14. Greenberg, M. and McDonald, S.S., 1989. Successful needs/benefits segmentation: A user′ s
  15. guide. Journal of Consumer Marketing.
  16. Haley, R.I., 1968. Benefit segmentation: A decision-oriented research tool. Journal of
  17. marketing, 32(3), pp.30-35.
  18. Hall, C.M., 2005. Rural wine and food tourism cluster and network development. Rural tourism
  19. and sustainable business, 26, pp.149-164.
  20. Hall, C.M., Prayag, G., Fieger, P. and Dyaso, D. (2020b), “Beyond panic buying: consumption
  21. displacement and COVID-19”, Journal of Service Management, Vol. 32 No. 10, pp. 113-128.
  22. Harmer, D., and Rogerson, J.M., 2016. Youth tourism festivals in South Africa: The case of Plett
  23. rage. African Journal of Hospitality, Tourism and Leisure, 5(4), pp.1-14.
  24. Herring, S.C., 2009. Web content analysis: Expanding the paradigm. In International handbook of
  25. Internet research (pp. 233-249). Springer, Dordrecht.
  26. Hirsch, D., 2022. 5 Urban Food Venues as Contact Zones between Arabs and Jews during the
  27. British Mandate Period. In Making Levantine Cuisine (pp. 91-114). University of Texas
  28. Press.
  29. Hosseini, S.M., Paydar, M.M., Alizadeh, M. and Triki, C., 2021. Ecotourism supply chain during the
  30. COVID-19 pandemic: A real case study. Applied Soft Computing, 113, p.107919.
  31. Kim, I. and Kuljis, J., 2010. Applying content analysis to web-based content. Journal of Computing
  32. and Information Technology, 18(4), pp.369-375.
  33. Kilgallon, S. (2020), Covid-19 Has Sparked a ‘Buy NZ Made’ Resurgence – Will it
  34. Last?, Stuff, available
  35. at:
  36. nz-made-resurgence--will-it-last.
  37. le Roux, E., 2014. ‘Unique perspectives on South Africa’: imagining South Africa through the
  38. Homebru book marketing campaign, 2002–2012. Critical Arts, 28(5), pp.809-827.
  39. Malhotra, G. and Ramalingam, M., 2022. Does impact of campaign and consumer guilt help in
  40. exploring the role of national identity and purchase decisions of consumers?. Journal of
  41. Retailing and Consumer Services, 65, p.102839.
  42. Mashimbye, E. (2020). Make local your business. Available at:
  43. uploads/ProudlySA_BUY_Made_In_SOUTH_AFRICA_Campaign.pdf Accessed 1
  44. February 2022.
  45. Mazorodze, B.T., 2020. Youth unemployment and murder crimes in KwaZulu-Natal, South
  46. Africa. Cogent economics & finance, 8(1), p.1799480.
  47. Nelson, C. and Botterill, D., 2002. Evaluating the contribution of beach quality awards to the local
  48. tourism industry in Wales—the Green Coast Award. Ocean & coastal management, 45(2-3),
  49. pp.157-170.
  50. Osere, E. & Ochieng, G. (2019). MP launches 'buy Kenya build Kenya' campaign. Available at:
  52. kenya-campaign/ Accesses: 9 March 2022.
  53. Pheeha, M. and Ralehoko, E.N., 2013. Unlocking the value of the Proudly South African Campaign:
  54. economics. Agriprobe, 10(2), pp.12-13.
  55. Pike, S., & Page, S. (2014). Destination Marketing Organizations and destination marketing: A
  56. narrative analysis of the literature. Tourism Management. 41:1-26.
  57. Ranasinghe, R., Damunupola, A., Wijesundara, S., Karunarathna, C., Nawarathna, D., Gamage, S.,
  58. Ranaweera, A. and Idroos, A.A., 2020. Tourism after corona: Impacts of COVID 19 pandemic
  59. and way forward for tourism, hotel and mice industry in Sri Lanka. Hotel and Mice Industry
  60. in Sri Lanka (April 22, 2020).
  61. Sambhanthan, A. and Good, A., 2016. Strategic advantage in web tourism promotion: an ecommerce
  62. strategy for developing countries. In International Business: Concepts,
  63. Methodologies, Tools, and Applications (pp. 597-618). IGI Global.
  64. Shapiro, J. 2020. Buy local to support the South African economy. Available at:
  66. Accessed: 15 April 2022.
  67. Siamagka, N.T. and Balabanis, G., 2015. Revisiting consumer ethnocentrism: review,
  68. reconceptualization, and empirical testing. Journal of International Marketing, 23(3), pp.66-
  69. Sifolo, P.P.S., 2022. 1 Sustainable Tourism Development: Time to Re-Focus and Adapt in
  70. Africa. Sustainable Tourism Dialogues in Africa, 7.
  71. Sincero, S. M. (Oct 16, 2012). Online Surveys. Retrieved Apr 11, 2022 from
  73. Tajeddini, K., Martin, E. and Ali, A., 2020. Enhancing hospitality business performance: The role
  74. of entrepreneurial orientation and networking ties in a dynamic
  75. environment. International Journal of Hospitality Management, 90, p.102605.
  76. Tay, A. 2021. Research Rabbit is out of beta- my review of this new literature mapping tool.
  77. Available at:
  78. researchrabbit-is-out-of-beta-my-review-of-this-new-literature-mapping-tool-
  79. c593d061c63, Accessed: 14 April 2022
  80. Trading Economics (2022). South Africa unemployment rate. Available at
  81. Accessed: 11 April 2022
  82. Vargas, A., 2020. Covid-19 crisis: A new model of tourism governance for a new time. Worldwide
  83. Hospitality and Tourism Themes.
  84. Zhang, J., 2013. 'Crossing Borders': Cultural Geo-politics of Rapprochement Tourism Between
  85. China and Taiwan (Doctoral dissertation, University of Durham 2013.)

How to Cite

Kumar, S., Gowreesunkar, V. G., Kumar, S., & Kumar, V. (2022). Delving Medical Tourism In India: Insights and Challenges . Journal On Tourism &Amp; Sustainability, 6(1). Retrieved from