Travel Reference
In-Depth Information
which can be defined as physical goods, service,
place, person and even ideas (Kotler & Armstrong,
2001). Image of a destination is definitely an ongo-
ing process and establishing it in the minds of the
potential visitors (Gartner, 1989). Furthermore, a
number of the researchers have studied the desti-
nation image which has influence the behavioral of
the international tourists in choosing the selective
place for medical treatment and travelling satisfac-
tion (Bigne, Sanchez & Sanchez, 2001; Fakeye &
Crompton, 1991; Lee, Lee & Lee, 2005).
Places need to differentiate themselves among
their competitors in order to attract tourists, and
investors. This image includes the reason why
the consumer chooses the destination for certain
purposes, evaluation and also for future behav-
ioral intention. Destination image derived from
organic image to induced image and to a complex
image. Fortunately these image were connected
to the information, persuasion and the remain-
ing function of promotion (Fakeye & Crompton,
1991). Therefore, destination image comprises of
perceptions of individual attributes such as cli-
mate, facilities and friendliness of the people as
well as the overall impressions of the place (Ech-
tner & Ritchie, 2003). In addition, the respective
places need to use a creative method and identify a
unique destination that will enable potential tour-
ists to choose the destination. Due to the increas-
ing of competition, the respective places such as
countries, cities or even town have been using all
the appropriate tools to promote and improve
their image in order to reach their objectives and
creating a positive experience for the medical tour-
ist (Milman & Pizam, 1995).
Jayawardena (2002), points out that the prospect
of tourism markets rely on the ability of the service
provider to deliver a high and good quality of the
products that relates to the changing needs, wants
and demands of the tourists. One of the most mar-
keting challengers which arise from this situation is
the need to have an effective and strong destination
positioning strategy. Since many countries nowa-
days are focusing on medical tourism, the choices
of destination chosen by the medical tourists con-
tinue to grow. In order to be successfully promoted
in the destination choices, the chosen country
must be favorably different from its competitor.
Hankinson (2005) had identified eight clusters of
brand image attributes. They are physical environ-
ment, economic activity, business tourism facili-
ties, accessibility, social facilities, and strength of
reputation, people characteristics and destination
size. According to (Echtner & Ritchie, 2003), the
important image of a destination, understanding
the tourist behavior, designing an effective mar-
keting strategies, plays an important role in order
to develop more specific and more complicated
frameworks and methodologies in order to reliably
and validly measure destination image.
It was observed that the attractiveness of a des-
tination, the quality of services, facilities provided,
attractive location and accessibility of centres has
been considered as tourist destination choice (Ali
& Howaidee, 2012). In addition, image of a des-
tination has been one of the important factors in
determining the purchase decision by the customer.
If the consumer feels that they are being influenced
by a different stages of risk, the consumer's tend to
change their decision, modify or worst avoid mak-
ing a purchase decision(Kotler, 2003). Further-
more the amount of risk varies such as the time
spending for a treatment, psychological effect, and
social effect, functional and physical effect. Due to
that the marketers are supposed to reassures the
customers and aware the factors that will provoke
positive or negative feelings in consumers and at
the same time the marketers are supposed to pro-
vide information to support reducing the perceived
risk.
3
FUTURE OF MALAYSIAN HEALTH
TOURISM SECTOR
According to previous Health Minister Liow Tiong
Lai, Malaysia is estimated to rake in RM342 mil-
lion (US$110 million) and it showed that the coun-
try still has room to grow and be at the forefront
of health tourism in the region. He also added that
the healthcare industry has been identified as one
of the key areas in achieving high income status.
One of the way is by joint venture with an establish
medical centre for example signing an agreement
between AriyanDana Equities and Narayana Hru-
dayalaya India to establish the Narayana Interna-
tional Medical Centre (NIMC) in Nilai located
in the state of Negeri Sembilan. Furthermore,
Liow also said that this joint venture was mov-
ing the right direction in planning to promote
health tourism, creating a hub to attract foreigners
while being beneficial to Malaysians. Furthermore
he said that the merger will also become a good
option for patients from other parts of the regions
and a source of foreign revenue which will help
to speed up Malaysia's transformation into high
income nation.
Malaysia has many advantages in the health
tourism sector. Among the factors of advantages
are its cost-competitiveness compared to the
regional and international markets, the good infra-
structure and the fact that English is widely spo-
ken here. In addition, the overall performance of
Malaysia's healthcare system is considered remark-
ably well by the standards of the World Health
Organization (WHO).
Search WWH ::




Custom Search