Development of a holistic internet marketing strategy framework (IMSF) in promoting medical tourism Industry (MTI) in Malaysia

Previous studies found that Healthcare Information (HI) asymmetry or doctor-patient knowledge gap is identified as one of the problems causes the Malaysia's Medical Tourism (MT) industry less efficient. This study is then seeking to promote and introduce MT in Malaysia by using Internet as one...

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Main Author:	Wong, Lai Yoong
Format:	Thesis
Language:	English English English
Published:	2016
Subjects:	RA Public aspects of medicine
Online Access:	http://eprints.uthm.edu.my/9995/2/24p%20WONG%20LAI%20YOONG.pdf http://eprints.uthm.edu.my/9995/1/WONG%20LAI%20YOONG%20COPYRIGHT%20DECLARATION.pdf http://eprints.uthm.edu.my/9995/3/WONG%20LAI%20YOONG%20WATERMARK.pdf
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id	my-uthm-ep.9995
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spelling	my-uthm-ep.99952023-09-13T07:35:29Z Development of a holistic internet marketing strategy framework (IMSF) in promoting medical tourism Industry (MTI) in Malaysia 2016-01 Wong, Lai Yoong RA Public aspects of medicine RA791-954 Medical geography. Climatology. Meteorology Previous studies found that Healthcare Information (HI) asymmetry or doctor-patient knowledge gap is identified as one of the problems causes the Malaysia's Medical Tourism (MT) industry less efficient. This study is then seeking to promote and introduce MT in Malaysia by using Internet as one of the marketing strategies at the national level. Two research instruments were used in this study known as (1) Content Analysis of 63 Medical Tourism Websites (MTwebs) and (2) Semi-structured Expert Interview with Malaysian Healthcare Travel Council (MHTC) and four Medical Tourism Hospitals (MThops). Qualitative data for this study were analysed by using content analysis, code frequency analysis and NVivo 10, as Computer-Aided Qualitative Data Analysis Software (CAQDAS). The outcome from this study shows that there are 5 criteria and 21 child nodes emerged from the analytical analysis, known as (1) Price; (2) Destination; (3) Healthcare Services; (4) Hospital Accreditation; and (5) International Patient Tourists (IPTs) Healthcare Services. Findings also indicated that 34 out of 63 MTwebs were commercial-based websites which revealed that the HI provided through these MTwebs were more towards promotional ends rather than helps to inform International Patient Tourists (IPTs) regarding potential risks inherent (travel risk and surgical risk) while seeking cross-border MT. On top of that, the hierarchy of the results also indicated that healthcare services, price and IPTs healthcare services were more significant than destination and hospital accreditation in designing the best MTwebs. Finally, a holistic Internet Marketing Strategy Framework (IMSF) named as "4A's Model" is proposed as a marketing benchmark for MThops to promote their cross-border healthcare services to the IPTs across the globe 2016-01 Thesis http://eprints.uthm.edu.my/9995/ http://eprints.uthm.edu.my/9995/2/24p%20WONG%20LAI%20YOONG.pdf text en public http://eprints.uthm.edu.my/9995/1/WONG%20LAI%20YOONG%20COPYRIGHT%20DECLARATION.pdf text en staffonly http://eprints.uthm.edu.my/9995/3/WONG%20LAI%20YOONG%20WATERMARK.pdf text en validuser mphil masters Universiti Tun Hussein Onn Malaysia Fakulti Pengurusan Teknologi dan Perniagaan
institution	Universiti Tun Hussein Onn Malaysia
collection	UTHM Institutional Repository
language	English English English
topic	RA Public aspects of medicine RA Public aspects of medicine
spellingShingle	RA Public aspects of medicine RA Public aspects of medicine Wong, Lai Yoong Development of a holistic internet marketing strategy framework (IMSF) in promoting medical tourism Industry (MTI) in Malaysia
description	Previous studies found that Healthcare Information (HI) asymmetry or doctor-patient knowledge gap is identified as one of the problems causes the Malaysia's Medical Tourism (MT) industry less efficient. This study is then seeking to promote and introduce MT in Malaysia by using Internet as one of the marketing strategies at the national level. Two research instruments were used in this study known as (1) Content Analysis of 63 Medical Tourism Websites (MTwebs) and (2) Semi-structured Expert Interview with Malaysian Healthcare Travel Council (MHTC) and four Medical Tourism Hospitals (MThops). Qualitative data for this study were analysed by using content analysis, code frequency analysis and NVivo 10, as Computer-Aided Qualitative Data Analysis Software (CAQDAS). The outcome from this study shows that there are 5 criteria and 21 child nodes emerged from the analytical analysis, known as (1) Price; (2) Destination; (3) Healthcare Services; (4) Hospital Accreditation; and (5) International Patient Tourists (IPTs) Healthcare Services. Findings also indicated that 34 out of 63 MTwebs were commercial-based websites which revealed that the HI provided through these MTwebs were more towards promotional ends rather than helps to inform International Patient Tourists (IPTs) regarding potential risks inherent (travel risk and surgical risk) while seeking cross-border MT. On top of that, the hierarchy of the results also indicated that healthcare services, price and IPTs healthcare services were more significant than destination and hospital accreditation in designing the best MTwebs. Finally, a holistic Internet Marketing Strategy Framework (IMSF) named as "4A's Model" is proposed as a marketing benchmark for MThops to promote their cross-border healthcare services to the IPTs across the globe
format	Thesis
qualification_name	Master of Philosophy (M.Phil.)
qualification_level	Master's degree
author	Wong, Lai Yoong
author_facet	Wong, Lai Yoong
author_sort	Wong, Lai Yoong
title	Development of a holistic internet marketing strategy framework (IMSF) in promoting medical tourism Industry (MTI) in Malaysia
title_short	Development of a holistic internet marketing strategy framework (IMSF) in promoting medical tourism Industry (MTI) in Malaysia
title_full	Development of a holistic internet marketing strategy framework (IMSF) in promoting medical tourism Industry (MTI) in Malaysia
title_fullStr	Development of a holistic internet marketing strategy framework (IMSF) in promoting medical tourism Industry (MTI) in Malaysia
title_full_unstemmed	Development of a holistic internet marketing strategy framework (IMSF) in promoting medical tourism Industry (MTI) in Malaysia
title_sort	development of a holistic internet marketing strategy framework (imsf) in promoting medical tourism industry (mti) in malaysia
granting_institution	Universiti Tun Hussein Onn Malaysia
granting_department	Fakulti Pengurusan Teknologi dan Perniagaan
publishDate	2016
url	http://eprints.uthm.edu.my/9995/2/24p%20WONG%20LAI%20YOONG.pdf http://eprints.uthm.edu.my/9995/1/WONG%20LAI%20YOONG%20COPYRIGHT%20DECLARATION.pdf http://eprints.uthm.edu.my/9995/3/WONG%20LAI%20YOONG%20WATERMARK.pdf
_version_	1783728982611460096

Development of a holistic internet marketing strategy framework (IMSF) in promoting medical tourism Industry (MTI) in Malaysia

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