Export market oriented behaviours within the medical tourism industry: a case study
by Asmat-Nizam Abdul-Talib; Ili-Salsabila Abd-Razak
International Journal of Tourism Policy (IJTP), Vol. 4, No. 4, 2012

Abstract: The impact of medical tourism has significantly increased in the international business sphere of late. The industry has become much celebrated especially among the emerging markets. This paper examines this phenomenon from the perspective of proactive and responsive export market-oriented behaviour. An established Malaysian medical institute which actively participates in the industry is used as a case study. Findings from the case study are discussed.

Online publication date: Fri, 14-Nov-2014

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