Medical Tourism in Australia: Touchpoints, Issues and Solutions

Running head: MEDICAL TOURISM
MEDICAL TOURISM

1MEDICAL TOURISM
Executive summary
The aim of this report is to discuss the situation of the tourism market in Australia especially
for the medical tourism. This report has discussed the main five touchpoints of the travelers
and the issues emerged on those touchpoints. The process of travelling mainly to get medical
treatment has gained immense popularity in these few decades hence the competition among
these places are also high. Therefore, the marketers and other components who are associated
with the tourism of the places need to take initiativesto prevent such problems and promote
the place effectively by mending all the issues.

2MEDICAL TOURISM
Table of Contents
Introduction:...............................................................................................................................3
Potential traveler’s touch points:................................................................................................3
Analysis the central issues in each of the traveler’s touchpoints:..............................................7
Effectiveness of current solutions:.............................................................................................8
Conclusion:................................................................................................................................8
References:...............................................................................................................................10

3MEDICAL TOURISM
Introduction:
Tourism has become one of the largest industries of the world as the national and
international tourists are growing continuously. In the recent decades the reasons of visiting
places haveincreased a lot. This is due to the fact, people are preferring to visit places with
natural attraction, historical interests, events and for wellness and medical purposes.
However, this report will particularly focus on the medical tourism segment of the Australian
hospitality market (Ormond and Sulianti 2017). This report will discuss few factors to
understand the situation of the medical tourism market through analyzing the touch points of
the potential travelers, some issues emerging in this touch points and solution to solve these
emerging issues in the marketing of medical tourism.
Potential traveler’s touch points:
Medical tourism aims to offer services basically to the tourists who decide to travel
domestically or internationallyto receive some king of medical treatment. It can be treatments
for surgery, dental and cancer treatment, periodicalmedical tests and infertility treatment
(Izadi et al. 2014). The most important factor of marketing in this facet of tourism is its
applicability. Most of the tourists who avail this type oftourism either do not get proper
treatment in their home cities or they find it too expensive (Bélandand Zarzeczny2018). This
is the reason why this sector of tourism hasflourished greatly in Australia. There are five
stages of travelers’touch point which most of the stakeholders of tourism industry want to
grab. These are dreaming, planning, booking, experiencing and sharing.