Evaluating Medical Tourism Prospects of Joint Commission International Accredited Hospitals in the Kingdom of Saudi Arabia

Abstract

Medical tourism has been gaining an important place in the globalized healthcare market. The objectives of this research are to discover the possible methods in attracting medical tourists to Joint Commission International (JCI) accredited hospitals in Saudi Arabia and to measure the usefulness of marketing mix on Saudi Arabian Medical tourism. The Non probability purposive sampling technique was used in the study with 180 valid data samples are considered for final analysis resulting with 87.37% response rate. The respondents consisted of the doctors, nurses and hospital administrators from three JCI accredited hospitals in the Kingdom of Saudi Arabia (KSA). The answers were cautiously caught and implied, with SPSS 21.0 statistical platform for the study. The data reliability is checked using Cronbach's alpha, which is highly reliable at 0.84. The probable approaches in attracting medical tourists were rated as first and second, respectively, for the characteristics measured in choosing a treatment of patients (11.74%) and Prerequisites thought of the patients before coming to host countries for treatment (11.68%). The regression and correlation analysis were conducted to analyze correlations between the marketing mix variables for which the result is p<0.05 and there is a positive correlation between the variables except place -price, promotion -place, promotion -price. The study concluded that marketing mix plays an important role in attracting medical tourists to the KSA and make one of the most desirable destinations for world medical tourism.

Charting the Sustainable Course: Navigating the Saudi Arabia Medical and Wellness Tourism Roadmap with Business Model Canvas (BMC)

“…Saudi Arabia can leverage international partnerships with leading healthcare institutions, research centers, and wellness organizations. Collaborative efforts can facilitate knowledge exchanges, technology transfers, and the implementation of best practices, further elevating the quality of medical and wellness offerings in the country [16,22,24].…”

“…Overcoming these preconceived notions and promoting the cultural and historical attractions alongside the medical services is crucial for attracting diverse demographics of medical tourists. This challenge is compounded by intense competition from Asian neighboring countries in the medical and wellness sector [22,24]. Countries such as Oman, Turkey, Taiwan, and Thailand have established robust offerings, presenting formidable competition.…”

“…Establishing a skilled and diverse healthcare workforce is crucial, not only in terms of medical expertise but also in understanding the cultural needs of international patients. Fostering an environment that encourages collaboration and knowledge exchange at a global scale is essential, involving networking opportunities, continuous education, and exposure to high-tech medical prac-tices [16,24]. Streamlining licensing procedures, offering competitive compensation, and ensuring a supportive work environment through favorable policies are key components of this.…”

“…The second pillar emphasizes the seamless integration of healthcare and tourism services in Saudi Arabia. This involves creating a well-coordinated ecosystem that connects medical facilities, wellness centers, travel agencies, and hospitality services [24]. The business model facilitates the development of efficient channels and collaborations, ensuring a smooth and holistic experience for international patients/tourists.…”

“…The third pillar focuses on diversifying revenue streams within the medical tourism sector. Beyond traditional healthcare services, the business model encourages the exploration of additional avenues such as wellness programs, post-treatment care packages, telemedicine services, and collaborations with insurance providers [16,24]. Diversification ensures financial resilience and sustainability, making the medical tourism sector in Saudi Arabia adaptable to changing market dynamics.…”