Medical Tourism Motivations: The Driving Force

Medical tourism industry has witnessed a tremendous growth in last few years especially in developing countries such as India, Malaysia, Singapore and Thailand. Although, there has been an increase in medical tourism traffic, there is a continuous need to evaluate travel motivations among medical tourists. This study highlights the driving force in the field of medical tourism which motivates medical tourists to travel overseas for treatment and wellbeing. The study adopts pull-push framework and discovers that among major pull motivations are low cost, less waiting time, extensive treatment range & quality care, favorable socio-cultural factors, tourists’ attractions, technology and personalized services. Major push forces noticed as affordability, adjournment, unavailability of specific treatment, inferior health services, lack of insurance coverage, privacy concerns and legal liability associated with medical tourism. From the case study of National Capital Region (NCR) in India. The main travel motivations among tourists to this region are quality & range of services, zero waiting time, eye catching treatment cost, technical advancement, large pool of health professionals, facilitation, tourist attraction and language proficiency. The study recommended to develop products and services and adopt appropriate marketing communications tools for the growth of medical tourism.