MEDICAL TOURISM IN KERALA: A CROSS SECTIONAL STUDY OF TERTIARY CARE HOSPITALS IN KERALA.
INTRODUCTION
Medical tourism can be defined as Provision of cost-effective private medical care in collaboration with the tourism industry for patients needing surgical and other forms of specialized treatment (India Medical Care, 2007).There are several synonyms accepted across the globe for medical tourism, with the most prominent being health tourism, medical travel, healthcare travel, global healthcare and value medical travel. During the last decade, the medical travel movement has accelerated sharply. The present phase of modern medical travel is characterized by an industry approach whereby uninsured and underinsured consumers from industrialized countries seek first-class quality at developing country prices, a trend commonly referred to as medical outsourcing It is generally estimated that the present global medical tourism market is estimated to be approximately US$ 40 billion with an annual growth rate of 20 percent. The International Trade Commission in Geneva says that medical tourism could grow into a US$ 188 billion global business by 2013. Asia represents the most potential medical tourism market in the world. Currently, an estimated 1.32 million medical tourists come to Asia from all over the world, including the U.S. and Europe. India, with its low cost advantage and emergence of several private players, represents the fastest growing Market. Medical tourism is a growing sector in India with an industry size of around Rs. 1,500 crores(2008) and is expected to experience an annual growth rate of 30 percent, making it a Rs. 9,500 crore industry by 2015. Medical tourism in India is growing particularly the ayurveda sector This study covers the major driving factors behind medical tourism in India specifically Kerala, consumption pattern of medical tourism products and gap analysis in the present delivery system
STATEMENT OF THE PROBLEM
As medical tourism become more attractive, international competition and rivalry increases to a great extent. To cut down competition it is essential to understand and address the concerns of the customers. This study therefore intends to understand the problems being faced by medical
tourists visiting India specifically Kerala. Even though the medical tourism industry is growing at a rate of 20% pa, the growth of hospitals in Kerala in line with this is something that matters. This study will act as a check on Keralas potential for medical tourism, gaps on present marketing system and scope for improvement.
OBJECTIVES OF THE STUDY
1. To identify the key driving factors of medical tourism in India and Kerala. 2. To examine the consumption pattern of medical tourism products in Kerala. 3. To compare the medical tourists inflow across the leading multispecialty hospitals in Kerala 4. To identify the gaps in the present marketing system and develop strategies against them
SIGNIFICANCE OF STUDY
Kerala is unique as it offers holistic medical service, yoga, meditation, ayurveda, allopathy etc. this study with special emphasis on allopathy thus offers a great scope for Amrita. It is worth studying the aspects such as marketing gap analysis, consumption pattern of medical tourism products, driving forces behind medical tourism etc as it measures the potential of AMRITA as a medical tourism destination.
SCOPE OF THE STUDY
The study aims to communicate the views on various aspects of medical tourism and related issues that are frequently flagged up by industry professionals and require attention. They include the industrys status, its terms, trends, opportunities, challenges, concerns, and potential for improvements. The project also aims to assist the hospital in developing an international market for patients by having a clear understanding of their expectations and identify the gaps in the present delivery. Adoption of an effective competitive strategy is also the need of the project.
RESEARCH METHODOLOGY
The research is Descriptive in nature. The various elements are as follows; 1. Database design a. secondary data The secondary data are collected from various sources such as publications, magazines, journals, hospital reports, research reports and web sources. b. Primary data As a matter of fact, this study is almost an empirical one. So, as far as possible and attempt was made to gather primary data. Questionnaires are used together data from medical tourists who are availing treatment from major super specialty hospitals in Kerala 2. Measurement design Questionnaire is used as the measurement design. A detailed questionnaire will be administrated. Questionnaire is prepared keeping the objective of research in mind. Appropriate scaling will be used 3. Sampling design Sample Unit Sampling method Research instrument contact method Sample size 4. Statistical Design Depending on the data collected, appropriate statistical tools will be administered : medical tourists : simple Random sampling method : questionnaire : direct contact : 70
LIMITATION
1. The study is confined only to Ernakulam, Calicut and Trivandrum. 2. The information provided by the respondents may not be fully accurate due to some unavoidable biases
CHAPTERISATION
CHAPTER 1: INTRODUCTION CHAPTER2: REVIEW OF LITERATURE CHAPTER3: INDUSTRY PROFILE AND COMPANY PROFILE CHAPTER4: DATA ANALYSIS AND INTERPERTATION CHAPTER5: FINDING, SUGGESTIONS AND CONCLUSION.
