Medical tourism is a niche market. Non-invasive aesthetic medical tourism is a type of cosmetic medical tourism with no surgery involved. This type of global interconnection is a relatively new phenomenon within the context of the current sphere of internationalism, thus explaining why few have explored the economic and health factors in a deeper context than simply a cost/ benefit analysis. Therefore, the purpose of this research is to investigate how risk of stakeholders may act as a barrier to the development of aesthetic medical tourism, and to establish how competitive advantage may be sustained in Bangkok. Semi-structured interviews with 15 non-invasive aesthetic clinic owners, 25 English-speaking international tourist-patients, and five government representatives have been conducted in Bangkok. The findings from fieldwork were coded and analysed thematically using a framework derived from the literature review. This research identified six factors related to Thailand's competitiveness and six barriers to the development of this industry. The research made a significant original contribution to academic and practitioner knowledge in that it examined and evaluated risk perception in a new tourism context and with a new group of tourists. This research has established a classification of six types of risk in relation to non-invasive aesthetic medical tourism: functional, physical, financial, time, psychological and social risk. It also demonstrated how interpretivist qualitative approach can make a contribution to aesthetic medical tourism research practice. A framework of risks in relation to the development and management of aesthetic medical tourism in Bangkok was also established for both consumers and service providers in order to realise related risks and develop risk reduction strategies appropriately.
Permanent link to this resource: https://doi.org/10.24384/c7q9-q433
Simpattanawong, Dararat
Supervisors: Harwell, Jan; Bowen, David; French, Aileen
Oxford Brookes Business School
Year: 2016
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