HEALTH TOURISM FACILITATORS IN THE TURBULENT TIMES: A HOPE FOR THE FUTURE OF THE INDUSTRY
DOI:
https://doi.org/10.5281/zenodo.17525169Keywords:
Destination, Health Tourism, Health Tourism Facilitator, Pandemic, TouristAbstract
This study attempts to identify the factors affecting the businesses of health tourism facilitators in India. Global and local events, including terrorism, epidemics, and political instability, as represented in the media, significantly influence public perceptions and the collective imagery of specific locations. Media portrayals of such disasters consequently damage the destination's reputation for safety, attractiveness, and comfort. Health tourism facilitators can help counter these negative perceptions. Health tourism facilitators are intermediaries or companies that act as liaisons between health tourists and destinations (or health tourism products). They have been changing the scope of the health tourism industry since their introduction in the market. Their importance has been increasing over the years. Still, it has risen exponentially since the pandemic, as there have been radical or sudden changes in rules, regulations, prices, and many other aspects of health tourists’ journeys. Exploratory factor analysis was used to identify a meaningful factor structure using the Statistical Package for the Social Sciences. Convenience and purposive sampling were employed, yielding a sample of 79 participants. The results reveal a four-factor model, with the following factors: availability of workforce and specialists, affordability, Government support and legislation, and promotion. These findings underscore the need for Government policies that address these factors and for destination service providers to consider them when collaborating with facilitators, who are essential for bringing business to their destinations.
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