MEDICAL TOURISM TRENDS AND IMPACT ON HOSPITAL SERVICES

Medical tourism, a rapidly growing phenomenon in developing countries, has garnered attention as a potential economic diversification strategy. Key factors influencing medical tourism include cost, quality, language, and ease of travel. India, for instance, attracts patients due to its cost-effective healthcare services and government initiatives promoting it as a premier healthcare destination. However, despite these efforts, certain regions, such as the eastern part of Uttar Pradesh, face challenges in fully tapping into the medical tourism market. This study investigates post-COVID factors affecting medical tourism and maps them with enablers. Additionally, it employs the SERVQUAL framework to assess service quality from patient expectations and perceptions. By providing a regional promotion framework and identifying future research directions, this study contributes to the existing literature in the field of medical tourism.