Brand image as the competitive edge for hospitals in medical tourism

• Main Authors: Cham, Tat Huei, Cheng, Boon Liat *, Low, M. P., Cheok, Jason *
• Format: Article
• Language: English
• Published: Emerald 2021
• Subjects: G 154.9 Tourism
• Online Access: http://eprints.sunway.edu.my/1821/1/Brand%20Image.pdf; http://eprints.sunway.edu.my/1821/; https://www-emerald-com.ezproxy.sunway.edu.my/insight/publication/issn/0955-534X; https://doi-org.ezproxy.sunway.edu.my/10.1108/EBR-10-2019-0269

Purpose – Following promising growth of the international medical tourism industry, competitions within the global market have escalated tremendously with increased involvement by numerous healthcare providers to acquire a share of its disposable income. The brand reputation would hereby play a det...