MEDICAL TOURISM IN THAILAND: QUALIFIED HEALTHCARE OR JUST AN OTHER BUSINESS STRATEGY AND MARKETING

Abstract

This research paper examines the growing popularity of the medical tourism industry in Thailand, analyzing whether it is an affordable, world-class healthcare system or just another business strategy to attract tourists. This study, by focusing on various areas of Thai healthcare, including their cost structure, quality, overall professionalism, infrastructure, sheds light on the findings collected from primary and secondary sources about healthcare services in Thailand.  This study has used a mixed method of data analysis with a combination of qualitative information obtained from healthcare professionals with quantitative data collected through surveying domestic and foreign tourists who have already used the healthcare services in Thailand.  The results show that medical tourism in Thailand is not just affordable, but also meets international accreditation standards and has been able to establish a reputation in specific medical areas with complexities for example Sex Reassignment Surgery (SRS). The research also reveals the challenges faced by medical tourists due to language barriers, causing major concerns and serious misconceptions.  While Thailand has established itself as a prominent medical tourism destination for individuals seeking medical treatment from nearby countries as well as patients from other distant continents.  The research recognizes the need for collaboration between healthcare providers, policymakers, and the tourism sector to improve the overall medical tourism experience, finding better marketing strategies and working on existing issues, which can improve the sector and create a better experience.