Applications of social media for medical tourism marketing: an empirical analysis

Abstract

ABSTRACTMedical tourism has grown extensively over the past decade. Although social media is perceived to be an effective communication channel for both tourists and tourism providers, empirical analyses of how social media are used for medical tourism marketing are rare. Based on the “6Is” Social Media Monitoring Framework, this study examines how medical tourism providers distribute information, engage with online users, and influence the travel decisions of potential medical tourists. Findings indicate that medical tourism providers performed well in maintaining customer intimacy, although could do more to stimulate customer involvement, interaction, and gather customer insights. The study discusses ways to improve social media marketing.