Delving Medical Tourism In India: Insights and Challenges

Main Article Content

Suneel Kumar
Vanessa GB Gowreesunkar
Sanjeev Kumar
Varinder Kumar


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

Article Details

How to Cite
Delving Medical Tourism In India: Insights and Challenges . (2022). Journal On Tourism & Sustainability, 6(1).

How to Cite

Delving Medical Tourism In India: Insights and Challenges . (2022). Journal On Tourism & Sustainability, 6(1).


Amoamo, M., 2011. Tourism and hybridity: Re-visiting Bhabha’s third space. Annals of Tourism

Research, 38(4), pp.1254-1273.

Bell, E., 2022. Business research methods. Oxford university press.

Buhalis, D. and Deimezi, O., 2004. E-tourism developments in Greece: Information

communication technologies adoption for the strategic management of the Greek tourism

industry. Tourism and hospitality research, 5(2), pp.103-130.

Darku, E.N.D. and Akpan, W., 2020. Selling culture: a buy local campaigns in the Ghanaian and

South African textile and clothing industries. Journal of Enterprising Communities: People

and Places in the Global Economy.

Fountain, J., 2021. The future of food tourism in a post-COVID-19 world: insights from New

Zealand. Journal of Tourism Futures.

Gerth, K. (2003), China Made: Consumer Culture and the Creation of the Nation, Harvard Univ

Asia Center, Vol. 224.

Greenberg, M. and McDonald, S.S., 1989. Successful needs/benefits segmentation: A user′ s

guide. Journal of Consumer Marketing.

Haley, R.I., 1968. Benefit segmentation: A decision-oriented research tool. Journal of

marketing, 32(3), pp.30-35.

Hall, C.M., 2005. Rural wine and food tourism cluster and network development. Rural tourism

and sustainable business, 26, pp.149-164.

Hall, C.M., Prayag, G., Fieger, P. and Dyaso, D. (2020b), “Beyond panic buying: consumption

displacement and COVID-19”, Journal of Service Management, Vol. 32 No. 10, pp. 113-128.

Harmer, D., and Rogerson, J.M., 2016. Youth tourism festivals in South Africa: The case of Plett

rage. African Journal of Hospitality, Tourism and Leisure, 5(4), pp.1-14.

Herring, S.C., 2009. Web content analysis: Expanding the paradigm. In International handbook of

Internet research (pp. 233-249). Springer, Dordrecht.

Hirsch, D., 2022. 5 Urban Food Venues as Contact Zones between Arabs and Jews during the

British Mandate Period. In Making Levantine Cuisine (pp. 91-114). University of Texas


Hosseini, S.M., Paydar, M.M., Alizadeh, M. and Triki, C., 2021. Ecotourism supply chain during the

COVID-19 pandemic: A real case study. Applied Soft Computing, 113, p.107919.

Kim, I. and Kuljis, J., 2010. Applying content analysis to web-based content. Journal of Computing

and Information Technology, 18(4), pp.369-375.

Kilgallon, S. (2020), Covid-19 Has Sparked a ‘Buy NZ Made’ Resurgence – Will it

Last?, Stuff, available



le Roux, E., 2014. ‘Unique perspectives on South Africa’: imagining South Africa through the

Homebru book marketing campaign, 2002–2012. Critical Arts, 28(5), pp.809-827.

Malhotra, G. and Ramalingam, M., 2022. Does impact of campaign and consumer guilt help in

exploring the role of national identity and purchase decisions of consumers?. Journal of

Retailing and Consumer Services, 65, p.102839.

Mashimbye, E. (2020). Make local your business. Available at:

uploads/ProudlySA_BUY_Made_In_SOUTH_AFRICA_Campaign.pdf Accessed 1

February 2022.

Mazorodze, B.T., 2020. Youth unemployment and murder crimes in KwaZulu-Natal, South

Africa. Cogent economics & finance, 8(1), p.1799480.

Nelson, C. and Botterill, D., 2002. Evaluating the contribution of beach quality awards to the local

tourism industry in Wales—the Green Coast Award. Ocean & coastal management, 45(2-3),


Osere, E. & Ochieng, G. (2019). MP launches 'buy Kenya build Kenya' campaign. Available at:

kenya-campaign/ Accesses: 9 March 2022.

Pheeha, M. and Ralehoko, E.N., 2013. Unlocking the value of the Proudly South African Campaign:

economics. Agriprobe, 10(2), pp.12-13.

Pike, S., & Page, S. (2014). Destination Marketing Organizations and destination marketing: A

narrative analysis of the literature. Tourism Management. 41:1-26.

Ranasinghe, R., Damunupola, A., Wijesundara, S., Karunarathna, C., Nawarathna, D., Gamage, S.,

Ranaweera, A. and Idroos, A.A., 2020. Tourism after corona: Impacts of COVID 19 pandemic

and way forward for tourism, hotel and mice industry in Sri Lanka. Hotel and Mice Industry

in Sri Lanka (April 22, 2020).

Sambhanthan, A. and Good, A., 2016. Strategic advantage in web tourism promotion: an ecommerce

strategy for developing countries. In International Business: Concepts,

Methodologies, Tools, and Applications (pp. 597-618). IGI Global.

Shapiro, J. 2020. Buy local to support the South African economy. Available at:

Accessed: 15 April 2022.

Siamagka, N.T. and Balabanis, G., 2015. Revisiting consumer ethnocentrism: review,

reconceptualization, and empirical testing. Journal of International Marketing, 23(3), pp.66-

Sifolo, P.P.S., 2022. 1 Sustainable Tourism Development: Time to Re-Focus and Adapt in

Africa. Sustainable Tourism Dialogues in Africa, 7.

Sincero, S. M. (Oct 16, 2012). Online Surveys. Retrieved Apr 11, 2022 from

Tajeddini, K., Martin, E. and Ali, A., 2020. Enhancing hospitality business performance: The role

of entrepreneurial orientation and networking ties in a dynamic

environment. International Journal of Hospitality Management, 90, p.102605.

Tay, A. 2021. Research Rabbit is out of beta- my review of this new literature mapping tool.

Available at:


c593d061c63, Accessed: 14 April 2022

Trading Economics (2022). South Africa unemployment rate. Available at Accessed: 11 April 2022

Vargas, A., 2020. Covid-19 crisis: A new model of tourism governance for a new time. Worldwide

Hospitality and Tourism Themes.

Zhang, J., 2013. 'Crossing Borders': Cultural Geo-politics of Rapprochement Tourism Between

China and Taiwan (Doctoral dissertation, University of Durham 2013.)