Can domestic medical tourism contribute to better healthcare service? : A viewpoint

Purpose – This viewpoint uses service and social marketing concepts to discuss the challenges faced by domestic medical tourism (DMT), and comment on how DMT can contribute to better healthcare service within a country. Design/methodology/approach – The authors take up several vital issues. First, the potential benefits of DMT are outlined from a healthcare equity perspective; second, the challenges that DMT confronts in reaching its aim are identified; and finally, a few research areas are suggested considering the role of service marketing in the DMT context. Findings – It is suggested that increased awareness about the healthcare service, proper service delivery, a functioning network between important actors, and better health insurance coverage or social security benefits are required to improve healthcare equity. Practical implications – This paper raises several research issues from service marketing to deal with delivery, communication, efficiency and insurance practices regarding healthcare. Social implications – From a societal point of view, it explores how health equity can be improved by DMT.