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O. J., Nimble
- Health Tourism - A Case Study of Narayana Health, Bangalore
Authors
1 Assistant Professor. Centre for Management Studies, Presidency College, Hebbal
2 Assistant Professor, Government Arts College for Women, Nilakottai, IN
Source
Parikalpana: KIIT Journal of Management, Vol 17, No 1 (2021), Pagination: 256-269Abstract
Health tourism is a term that has risen from the rapid growth of industry where people from all around the world are travelling to other countries to obtain good medical care. Due to Covid-19 Pandemic, industry showed reduction in the amount of people travelled to India for medical purposes, but the domestic medical industry in India is trying best to have its share from the emerging global market. Narayana Health, Bangalore has given importance to attract international patients through various marketing methods and its low cost strategies.
The present research paper aimed to find out opportunities and challenges of health tourism in Bangalore and factors that attract international patients to Narayana Health. Researchers also studied international marketing strategies followed by Narayana Health. The researcher conducted exploratory research with quantitative and qualitative variables. Using convenient sampling researcher collected primary data from 50 international Patients Collected data was analysed descriptively using SPSS. Thematic content analysis with some grounded theory was used to analyse qualitative data. NVivo12 Pro software was used for the qualitative data analysis. Results indicate Narayana Health hospital in Bangalore is attracting many international patients using unique marketing strategy and cost effective practices.
Keywords
Health Tourism, Medical Tourism, Healthcare, International Patients, Narayana Hrudayalaya (JEL Classification Code: I19, I10, I15, Z31, Z33).Full Text
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