Title: Bumrungrad International Hospital's brand personality: a content analysis of medical tourists' online patient testimonials
Authors: Michael Guiry; Salyna Guanajuato
Addresses: H-E-B School of Business & Administration, University of the Incarnate Word, 4301 Broadway, CPO #109, San Antonio, TX 78209, USA ' H-E-B School of Business & Administration, University of the Incarnate Word, 4301 Broadway, CPO #109, San Antonio, TX 78209, USA
Abstract: This research analyses medical tourists' brand personality perceptions of Bumrungrad International Hospital, a renowned medical tourism hospital, located in Thailand. A content analysis of international patients' online testimonials from Bumrungrad's website shows that medical tourists have distinct brand personality perceptions of Bumrungrad, with the brand personality dimensions sincerity and competence being mentioned most frequently. Brand personality perceptions varied depending on patients' gender and home country, type of medical care received, and whether hospital personnel were referred to in the testimonials. Marketing implications of the findings are discussed, and suggestions for future research are offered. The study serves as a starting point for further research on medical tourists' brand personality perceptions of medical tourism providers.
Keywords: medical tourism; brand personality; Bumrungrad International Hospital; patient testimonials; content analysis; medical tourists; brand positioning; medical care; healthcare; health tourism; tourism marketing; online testimonials; Thailand; sincerity; competence; hospital branding.
International Journal of Leisure and Tourism Marketing, 2013 Vol.3 No.4, pp.328 - 343
Available online: 23 Oct 2013Full-text access for editors Access for subscribers Purchase this article Comment on this article