The relationship between medical tourism and E-marketing in Malta

Abstract

Travelling due to health reasons has been occurring for a very long time. As a result of more efficient and affordable global travel, together with cheaper medical treatment abroad, resulted in various destinations opting to invest in the developing niche of medical tourism. This research aims to analyse the established relationship between E-marketing and medical tourism. It shall focus on how Internet based technology aids in attracting potential medical tourists to Malta. It also sets out to research the type of marketing strategies employed by the main service providers on the island, as well as any initiatives which will be implemented or are being integrated as regards to this specific niche. The main shareholders argued that medical tourism has its advantages and disadvantages, however, prior to embarking on promoting such a niche, calculated risks and thorough market analysis should be considered to avoid potential problems. Findings also specified that the shift from traditional marketing techniques to E-marketing has been beneficial as it is efficient, effective, and targets masses, however it also has its challenges, and conventional marketing should also be integrated. Overall, shareholders stated that medical tourism as a niche is becoming a prominent and appealing business venture; however, sufficient and certified medical staff, adequate resources and infrastructure are required, so as to be a successful industry. Promoting such a market will require joint effort from service providers and operators themselves, as well as the tourism representatives, which will take on a supporting role.