Abstract: Purpose: Medical tourism is a multibillion dollar industry that is likely to grow exponentially with ever increasing globalization and ease of travel. The aim of this study is to evaluate the United Arab Emirates as medical tourism destination. Methodology/Approach: The research methodology uses indices, published information by hospitals and health authorities, blogs, interviews etc. and uses these as comparative tools against the following five case studies: Mashhad Razavi Hospital, Iran case study; Case study on Canadian hospitals; Taiwan's Kenting medical tourism case study; Korea's Samsung hospital case study; Bumrungrad international hospital case study. Findings: The findings reveal UAE's strong pull factors such as stable macro environment, highly qualified staff. Although high turnover rate of doctors and expensive course of treatment have hindered UAE's brand image as medical tourism destination.......
Keywords: Brand Image, Diversification, Healthcare, Medical Tourism, Service convergence.
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