... and literature gap regarding the role of the government in supporting and developing health tourism by simultaneously considering medical and non-medical factors. Government supports Health tourism Internal infrastructures External infrastructures Medical tourism The increasing growth...

...Diya Guha Roy; Sujoy Bhattacharya; Srabanti Mukherjee Purpose This research theoretically proposed and empirically validated a Customer-Based Brand Equity (CBBE) scale specifically for Medical Tourism for emerging economies including recent findings from tourism theories such as gravity model...

... and accordingly align the marketing strategies. Originality/value This study is the first attempt to rank various factors affecting medical tourism using the FAHP approach. Pradeep Kautish is the corresponding author and can be contacted at: pradeep.kautish@gmail.com 02 08 2021 11 12 2021...

... the four major Asian competitors – Thailand, India, Malaysia and Singapore – can compete successfully in the medical tourism (MT) sector. Design/methodology/approach The authors evaluate this sector in terms of Porter's Diamond of National Competitiveness, as well as considering the challenges...