Key Success Factors in Medical Tourism Marketing

The planners in tourism businesses and medical institutes, the evaluation criteria and dimensions for Medical Tourism Marketing are determined by experts through expert interviews. The weights and correlations among the dimensions and criteria are determined by Analytic Hierarchy Process (AHP) to construct an evaluating indicator model suitable for Medical Tourism Marketing. By organizing the overall weight of the key success factors in Medical Tourism Marketing, the top five indicators contain (1) Brand positioning, with the overall weight 0.152, (2) Healthcare facility, with the overall weight 0.133, (3) Healthcare quality, with the overall weight 0.104, (4) Touring spots, with the overall weight 0.095, and (5) Horizontal alliance, with the overall weight 0.083. This study intends to provide the reference in Medical Tourism Marketing for relative sectors deeply understanding the present situation and the future development of the industry and supplementing relevant information for further research.