Understanding the Brand Management and Rebranding Processes in Specific Contexts of Medical Tourism

2021 ◽  
pp. 124-141
Author(s):  
Gisela Maria Alves ◽  
Bruno Barbosa Sousa ◽  
Maria Belino
Keyword(s):  
Brand Management ◽  
Medical Tourism ◽  
Health Expenditures ◽  
Healthcare Management ◽  
Management Service ◽  
Theoretical Base ◽  
Health And Wellness ◽  
Publicly Funded ◽  
Service Excellence

With this chapter, the authors intend to understand the importance of brand management (specifically rebranding) in specific contexts of medical tourism and health and wellness. The case study will include an example of the medical tourism segment in Portugal. This research is particularly relevant for Portugal because it is necessary to ensure the sustainability of the health system, as health expenditures are mostly publicly funded. Models and best rebranding practices will be studied in the health and wellness sector in Portugal (e.g., medical tourism). The chapter starts with a conceptual framework based on branding and rebranding models. From this theoretical base, the concepts and models are derived. This study aims at discussing brand management in healthcare management and medical tourism contexts. From an interdisciplinary perspective, this research brings together inputs from relationship marketing, medical tourism, and healthcare management (service excellence).

scholarly journals The Future of Health and Wellness Tourism

2020 ◽  
Author(s):  
Clare Lade ◽  
Paul Strickland ◽  
Elspeth Frew ◽  
Paul Willard ◽  
Sandra Cherro Osorio ◽  
...  
Keyword(s):  
Exponential Growth ◽  
Success Factors ◽  
Medical Tourism ◽  
Health And Wellness ◽  
Niche Markets ◽  
Current Trends ◽  
The Future ◽  
Wellness Tourism ◽  
Future Direction

Wellness tourism is currently one of the fastest growing tourism niche markets having experienced exponential growth over the past two decades (Global Wellness Institute, 2018). The attributed reasons for the exponential growth is wellness being an essential factor in shaping people’s lives, as well as being increasingly influential in patterns of consumption and production. The wellness industry plays a crucial role as an important driver for future business growth and major innovations (Voigt and Pforr, 2013; Pyke et al., 2016). This chapter defines the relative terms of health, wellness, spa and medical tourism, identifies the current trends in the health and wellness sector, details the various wellness providers and considers the future direction of health and wellness in connection with tourism and destination development. The chapter concludes with a case study discussing the success factors of wellness spa tourism in Thailand.

Stakeholder-oriented service excellence: the case of Ajman Free Zone Authority of United Arab Emirates

2014 ◽  
Vol 4 (3) ◽  
pp. 1-13
Author(s):  
Hajar Saeed Hamad Alhubaishi ◽  
Syed Zamberi Ahmad
Keyword(s):  
Quality Management ◽  
Service Quality ◽  
Industrial Development ◽  
Service Management ◽  
Management Service ◽  
Total Quality ◽  
Content Type ◽  
Service Excellence ◽  
Free Zone

Subject area Business management, quality management, service quality and customer service in public sectors. Study level/applicability This case is most relevant to upper-level undergraduate business students taking quality management, strategy and service management courses. It is also relevant to practitioners working in similar positions. The case is based on primary and secondary data, and all materials mentioned were taken from real work environments. Case overview In contemporary competitive markets, all entities face a growing challenge to retain customers by satisfying them. In this case study of Ajman Free Zone Authority (AFZA), which is a public entity which was started in 1988 with the aim of boosting industrial development in Ajman, it is seen that the entity (AFZA) recognized a competitive advantage by improving service quality. However, AFZA focused on implementing various service quality improvement initiatives for not only customers, but also for other stakeholders as well (e.g. employees, strategic partners, suppliers and society). AFZA sought to understand stakeholders' needs, which led to service excellence. The purpose of this case is to highlight how AFZA differentiated itself by using initiatives that focused on disparate stakeholders to achieve customer satisfaction. The concepts of service quality (SERVQUAL), total quality management (TQM) and continuous improvement offer insights into how to improve organizational performance. It highlights how AFZA used Stakeholder Theory to identify and then collaborate with stakeholders to attain best service quality outcomes. The case study is developed using both secondary and primary sources. Expected learning outcomes After reading and analysing this case study, the student will be able to identify stakeholders in a service-based entity; apply Deming's Cycle or SERVQUAL to suggest improvement programmes; describe relationships among all stakeholders; and describe initiatives that contribute to service excellence. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Do Combined Heat and Power plants perform? Case study of publicly funded projects in New York

Energy Policy ◽  
2016 ◽  
Vol 97 ◽  
pp. 618-627 ◽  
Author(s):  
Rasika Athawale ◽  
Frank A. Felder ◽  
Leo A. Goldman
Keyword(s):  
New York ◽  
Power Plants ◽  
Combined Heat And Power ◽  
Publicly Funded

Business process re‐engineering in healthcare management: a case study

2011 ◽  
Vol 17 (1) ◽  
pp. 42-66 ◽  
Author(s):  
Massimo Bertolini ◽  
M. Bevilacqua ◽  
F.E. Ciarapica ◽  
G. Giacchetta
Keyword(s):  
Business Process ◽  
Healthcare Management

scholarly journals Problems and prospects of creating health tourism villages as a potential for developing medical tourism in the Islamic Republic of Iran (Case study: Yazd province)

2020 ◽  
Vol 15 (3) ◽  
pp. 97-116
Author(s):  
S. S. Hosseini ◽  
M. Tagvayi ◽  
Z. V. Ataev ◽  
V. V. Bratkov
Keyword(s):  
Medical Tourism ◽  
Specific Weight ◽  
Health Tourism ◽  
Strategic Objectives ◽  
Second Stage ◽  
Current State ◽  
Islamic Republic Of Iran ◽  
Arc Gis

Aim. The article discusses the current state of medical tourism, problems and prospects in order to assess the obstacles and limitations in creating tourist health villages in the Iranian province of Yazd.Materials and Methods. The data were obtained using the analytical and documentary method with a focus on content analysis and by interviewing and questionnaires of key experts of the region: this allowed the identifation and development indices for the development of medical tourism in the development of health villages.Results. During the first stage, data analysis was performed using the MAXQDA-11 program. In the second stage, the data obtained were studied in order to assess the state of these indices using the SOWAT model. Priorities were then set and the specific weight of obstacles and restrictions was calculated using complex criteria.Conclusions. Poor transportation provision for medical tourists due to the limited number of domestic and international flights, unavailability of treatment and followup after discharge, ineffective insurance legislation and lack of appropriate new legislation were identified as the main obstacles to the development of medical tourism. Accordingly, long-term and short-term strategies should be developed and implemented in accordance with these issues. On the other hand, taking into account the restrictions and obstacles noted, we have proposed locations suitable for building health villages at a minimum distance from Yazd. These are indicated on a map created using the Arc GIS program. During project implementation, strategic objectives were developed.

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