Abstract
This study aimed to develop the cooperative model converging stakeholders in both the convention and medical tourism sectors. It was to derive factors representing collaboration toward common goals and values recognized by both sectors from the stakeholders’ perspectives through qualitative research methods. The study applied Deutsch’s cooperation theory, which states that cooperation is directed toward group goals and selected due to rational decision-making. For a systematic and reliable analysis of the collected data, Spradley’s 12-stage technique was modified into seven stages, such as the domain, taxonomic, and component analyses, to fit this study’s context. The convention-medical tourism cooperation model was aptly named “CON-MED” cooperation model.
Highlights
Hospitality and tourism are mostly assembly processes, just like many modern industries [1]
In order to fill the gap, the purpose of this study is to develop a cooperative model among stakeholders in both the convention industry and medical tourism sectors
With the focus on Deutsch’s cooperation theory, factors for cooperation between the convention industry and medical tourism sectors were derived through in-depth interviews and questionnaire surveys conducted with sector experts
Summary
Hospitality and tourism are mostly assembly processes, just like many modern industries [1]. Vertical integration is not a hallmark of most hospitality and tourism operations. The widespread and fragmented nature of hospitality and tourism has long been recognized. How to overcome the problems caused by fragmentation has been pursued for a long time [1,2,3]. Hospitality and tourism have recently experienced the emerging convergence era with the value-based economy and collaborative economy [4]. The new form of hospitality and tourism has become a policy framework that emphasizes cooperation between diverse industries, such as entertainment, healthcare, MICE (meetings, incentive travel, conventions, and exhibitions), sports, ICT (information communication technology), and manufacturing
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