Abstract
This paper investigates the county-specific environmental factors that a private hospital needs to consider when entering the medical tourism market by using a strategic marketing road map. A qualitative research was conducted, and primary data were collected from the 2 directors and 12 medical professionals in a case hospital. The results show that government support, infrastructure, economic factors such as cost, capacity, and human resources orientation are the main factors affecting the development of medical tourism for a private hospital.
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