Title: Export market oriented behaviours within the medical tourism industry: a case study

Authors: Asmat-Nizam Abdul-Talib; Ili-Salsabila Abd-Razak

Addresses: International Business Department, Universiti Utara Malaysia, 06010 Sintok Kedah, Malaysia ' International Business Department, Universiti Utara Malaysia, 06010 Sintok Kedah, Malaysia

Abstract: The impact of medical tourism has significantly increased in the international business sphere of late. The industry has become much celebrated especially among the emerging markets. This paper examines this phenomenon from the perspective of proactive and responsive export market-oriented behaviour. An established Malaysian medical institute which actively participates in the industry is used as a case study. Findings from the case study are discussed.

Keywords: medical tourism; export market orientation; services; exports; Malaysia; emerging markets.

DOI: 10.1504/IJTP.2012.052546

International Journal of Tourism Policy, 2012 Vol.4 No.4, pp.289 - 301

Received: 23 Feb 2012
Accepted: 19 Jul 2012
Published online: 14 Nov 2014 *

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