Theory into practice project proposal PDF

University of Bedfordshire
Oxford College of Business
THEORY INTO PRACTICE PROJECT
BSS056-6
Name : ASHAN CHAMIKA SAMARASOORIYA
Tittle : THEORY INTO PRACTICE PROJECT PROPOSAL
Student Number : 2022424
Date : 05.11.2021

Theory in to Practice Project Proposal
Impacts of Service Quality in hospitality and medical services
Foreign Patients in Indian Medical Tourism

Table of contents
1. Background..............................................................................................................................4
2. Rationale...................................................................................................................................5
3. Scope........................................................................................................................................6
4. Aim and Objectives..................................................................................................................6
5. Potential for the Insightful Outcome........................................................................................7
6. Application of Theory to Practice............................................................................................7
7. Method of Analysis..................................................................................................................8
8. Evidence...................................................................................................................................9
9. References..............................................................................................................................10
10. Appendix.............................................................................................................................12

1. Background
The medical tourism business in India has evolved to be a multibillion-dollar industry, with
millions of people from all over the world flocking to the country each year for medical
treatment and to experience the country's rich culture. All civilizations and economies
throughout the globe have merged as a consequence of globalization and trade liberalization,
resulting in social, economic, technical, political, and cultural interactions enabled by continual
technological breakthroughs in communication, transportation, and infrastructure. Medical
tourists trust Indian hospitals because of their highly-skilled, experienced, and clinically superior
healthcare staff (Sharma, 2013).
The most common procedures sought by medical tourists in India include heart surgery,
orthopedics, dental care, cosmetic surgery, organ transplants, and surrogacy (L Singh, 2014), the
latter two of which may not be readily available elsewhere. In 2012, 171,021 international
tourists traveled to India for medical treatment, up nearly 23% from the previous year. South
Asia, Africa, and the Middle East account for the majority of medical tourists (Ministry of India,
2012). The majority of them chose India because of its inexpensive cost, but the nation also
offers individualized services, highly skilled physicians, and shorter hospital wait times (T
Leong, 2014).
More than 30,000 healthcare professionals graduate each year in India, a world-renowned
medical training destination (Wong, & Musa 2012). The bulk of the 21 JCI hospitals in India
(JCI, 2013) are in New Delhi and Mumbai (Wong & Musa, 2012).
Patients can get transportation and housing while going for medical treatment thanks to a mutual
relationship between medical tourism establishments and medical care providers. Medical
travelers frequently include leisure activities and sightseeing in their budgets (e.g. transportation,
accommodation, food, beverages, and entertainment) when visiting each place (e.g. for medical
care) (Satjapot, et al., 2011). Medical tourists may be dissatisfied if they are not supplied with
consistent medical treatments at their location. This might have an impact on the medical tourism
industry's growth.

2. Rationale
Patients should be allowed to choose their desired medical destination depending on their needs,
as medical tourism's core offering is medical treatment. Patients should be allowed to choose
their desired medical location depending on their needs, as medical tourism's core offering is
medical treatment. The previous study hasn't looked at these destinations' competitiveness from a
strategic and comparative viewpoint, which might help tourism planners in countries with new
medical tourism trends make better judgments. For greater consumer satisfaction, this study will
provide techniques to evaluate medical destinations based on services, goods, and pricing.
There is also a scarcity of research on medical tourism that thoroughly addresses the factors that
influence hospitality and patient safety. Since hospitality facilities play the main role in medical
tourism, this research will focus the attention on ensuring customer satisfaction and loyalty
through improved methods of hospitality.
This research will propose ways to connect the dots of the competitiveness of medical
destinations and the impact of hospitality on ensuring customer satisfaction and loyalty.

3. Scope
A study's scope refers to the parameters that will govern the study. When examining a problem,
the scope will be determined by certain parameters (Simon and Jim Goes, 2013). Research in this
study focuses on the area of hospitality facilities and medical services in India. Specifically, the
researcher will look at the hospitality facilities and medical services needed for medical tourists.
4. Aim and Objectives
Aim
This study aims to critically evaluate the relationship between hospitality and medical
services and the growth in Indian medical tourism.
Objectives
 To evaluate the key attributes of service quality specifically in medical and hospitality
service in the medical tourism industry in Indian.
 To evaluate key customer requirements from the hospitality and medical services in the
medical tourism industry in India.
 To critically evaluate how those requirements could be fulfilled by the service quality of
the medical tourism industry in India.
 To develop strategies adopted by the medical tourism industry in Indian to
enhance service quality to fulfill their customer requirements.

5. Potential for the Insightful Outcome
The results of this research will allow us to develop new strategic frameworks for hospitality and
medical services for the Indian medical tourism industry. A more specific understanding of the
relationship between hospitality and health care will be made possible by this research.
Researchers will be able to provide clear recommendations on how to develop medical tourism
in India effectively.
6. Application of Theory to Practice
Asia has become a preferred destination for medical tourists owing to its medical expertise,
innovative technologies, safety, appealing tourism destinations, and lower medical costs during
the recent decade. This paper provides a conceptual framework for the analysis of the medical
tourism industry based on the economic impact of medical tourism. It also provides a
methodology for assessing the performance of the industry.
Grey system theory can be utilized as a major analyzing approach to identify the factors that
impact the sustainable development of medical tourism in the Asia-Pacific region. The
performance of each destination in this region was simultaneously revealed. (Dang HS, Nguyen
TM, 2020).
Transformational leadership has been deemed the most effective style of leadership to produce a
better working environment and to facilitate effective teamwork. Various studies have shown
that transformational leadership promotes the growth and development in both individuals and
organizations. (Moreno, V. & Hickmann, M. 2012)
Transformational leadership tends to increase followers' and subordinates’ satisfaction, faith,
trust, commitment, and increased performance. Many studies focused the attention on the quality
factors that influence customer loyalty and satisfaction in the hospitality industry such as
tangibles, customer knowledge, trustworthiness, flexibility, stability, problem-solving,
communication, friendly employees, hospitality quality, transportation quality, food quality,
safety, sustainability, and hygiene. (Dortyol et al., 2014). SERVQUAL scale is a
multidimensional tool that includes service quality indicators that can lead to customer

satisfaction. It is possible to better understand health-seeking behavior by utilizing the
Protection.
Motivation Theory (PMT) addresses both the threat perception as well as the coping mechanism
of the patient. (Barat, S. 2021) A robust model is designed based on a framework based on PMT
which focuses on how prospective Western patients intend to seek medical treatment in Asian
countries.
7. Method of Analysis
A systematic review will be used to conduct this study's analysis. It differs from a traditional
literature review since journal articles are carefully selected and filtered. It would put a stronger
emphasis on a more synthesized approach to finding solutions to and researching issues based on
the findings of the articles chosen (Denscombe, 2017). A questionnaire and an interview survey
would be the most appropriate research technique for this study since medical tourists' selection
behavior and the efficacy of hospitality tactics in influencing their selection behavior can be
studied with a great quantity of data. However, owing to a lack of time,
The author plans to conduct a systemic evaluation in light of the current covid situation and
problems in gaining ethical clearances. Furthermore, according to Denscombe (2017), when
there is sufficient literature accessible on the topic field and the aim and objectives are carefully
specified, a systematic review is the most effective strategy to concentrate on. As a result, the
most appropriate journal articles will be chosen using recommended reference items for
systematic review and meta-analysis (PRISMA) (Saunders, et al., 2016).
The author will assess the literature review first, then use a deductive technique to develop a
conceptual map and associated topics. The findings of the aforementioned journal articles will be
critically assessed in terms of themes, and then synthesized in light of the study goals. However,
because this is primarily a qualitative investigation, the data will be assessed utilizing a theme
synthesis technique.

8. Evidence
Given the above literature analysis, it is clear that if the hospitality industry and medical care in
medical tourism combine as a unified business ecosystem, the overall success will grow for
mutual benefit. However, substantial strategic involvement is required to maximize the synergy
between the two businesses.According to the data in the literature, there is a potential link
between the two factors. However, in some geographical areas, there is still a negative
association.

9. References
Sharma, A. (2013). Medical tourism: emerging challenges and future prospects. International
Journal of
Business and Management Invention, 2(1), 21-29.
Sharma, M., Rao, M., Jacob, S., & Jacob, C. (1999). A dietary survey in Indian hemodialysis
patients. Journal
of Renal Nutrition, 9(1), 21-25.
G. Musa, D..R. Doshi, K.M. Wong, T. Thirumoorthy, J Travel Tour Mark 29, 629-646 (2012)
K.M. Wong, G. Musa, Medical Tourism: The Ethics, Regulation and Marketing of Health
Mobility, 167-186 (2012)
N. Swamy, The Preferred Destination, http://indiatoday.intoday.in/story/world-class-
treatmentand-cheaper-deals-medical-assistance/1/347252.html (2014)
Ministry of Tourism India, India Tourism Statistics 2012, (Market Research Division, 2013)
Knowledge@Wharton, Will medical tourism be India’s next big industry,
http://knowledge.wharton.upenn.edu/article/healthy-business-will-medical-tourism-be
indiasnext- big-industry/ (2011)
JCI, JCI-Accredited Organizations,
http://www.jointcommissioninternational.org/about-jci/jciaccredited organizations/ (2013)
Cavazotte, F., Moreno, V. & Hickmann, M. (2012). Effects of leader intelligence, personality
and emotional intelligence on transformational leadership and managerial performance. The
Leadership Quarterly, 23 (3): 443-455
Dortyol, I., Varinli, I. & Kitapci, O., 2014. How do international tourists perceive hotel quality?
An exploratory study of service quality in Antalya tourism region. of Contemporary Hospitality
Management, 26(3), p. 470–495

Bushra, F., Usman, A., & Naveed, A. (2011). Effect of transformational leadership on
employees' job satisfaction and organizational commitment in banking sector of Lahore
(Pakistan). International Journal of Business and Social Science. 2(18): 261-267
Satjapot, S., Johnson, T. & Garman, A., 2011. International medical travelers, length of stay, and
the continuum of care: Inquiry and comparison. Quality Management in Health Care, 20(1), pp.
76-83.
Saunders, M., Lewis, P. & Thornhill, A., 2016. Research Methods for Business Students. 7th ed.
Harlow: Pearson Education Limited
Denscombe, M., 2017. The Good Research Guide for small-scale social research projects. 6th ed.
Berkshire: McGraw-Hill Education.
Barat, S. (2021). Looking at the Future of Medical Tourism in Asia. International Journal of
Tourism and Hospitality Management in the Digital Age, 5(1), pp.19–33.l
Dang, H.-S., Nguyen, T.-M.-T., Wang, C.-N., Day, J.-D. and Dang, T.M.H. (2020). Grey System
Theory in the Study of Medical Tourism Industry and Its Economic Impact. International Journal
of Environmental Research and Public Health, 17(3), p.961.
nanopdf.com. (n.d.). [PDF] Assumptions, Limitations, Delimitations, and Scope of the Study By
- Free Download PDF. [online] Available at: https://nanopdf.com/download/assumptions-
limitations-delimitations-and-scope-of-the-study-by_pdf

10. Appendix