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Medical tourism demands tremendous responsiveness and accountability. The triple bottom line in medical tourism indicates that these organizations must emphasize on economic profits, environmental protection, and conservation of social resources. Developing a resilient medical tourism ecosystem is another critical necessity after the COVID-19 pandemic. The present study attempts to study the various aspects of medical tourism while synthesizing the relevant theories. This synthesis was used to propose a framework for developing a resilient medical tourism system. The outcomes of the chapter also propose the long, medium, and short-term goals. These goals focus on relevant stakeholders for developing highly integrated and resilient medical-tourism destinations.

This chapter analyzes the tourism industry from national and regional perspectives, in order to understand the past and current trends in Costa Rica’s positioning and branding attributes and strategies for tourism development. The intent here is not to provide an exhaustive comprehensive literature review of academic research on country branding; and so it is by all means a case study as it describes the evolution of the tourism industry in Costa Rica – including the transformative stages the country went through since the 1980s – as planned tourism national management programs evolved toward reaching the target of creating a nature-based tourism brand. The medical industry and then medical tourism industries are analyzed in a global basis and the US market is examined in detail because of its potential to develop a new complementary niche for Costa Rica’s tourism industry. The chapter intends to asses Costa Rica’s potential to become a country brand in medical tourism, leveraged on its natural tourism destination branding status quo.

Health care has become one of the paramount issues of the 21st century as governments and individuals grapple the complex problems associated with contemporary medical care such as cost, affordability, and shifting demographic trends. One response has been the growth of medical tourism (sometimes called health tourism or global healthcare). Medical tourism is an example of how the forces of globalization are re-shaping what has previously been a relatively stable localized service, medical treatment, in the face of changes to health care. While traveling to distant locations in search of health restoring locations is not new as the affluent have long traveled to spas or exotic locales to derive health benefits. What has changed is who is doing it and why they are doing it as insurers and patients alike become eager participants in the outsourcing of medical care. The rising number of uninsured and underinsured Americans, particularly in the middle class, has been coupled with effective marketing by medical tourism companies to produce growing numbers of Americans traveling to foreign countries for healthcare. China, India, Korea, Malaysia, the Philippines, South Africa, and Thailand are only a few of the competitors for overseas patients as a source for economic development. Using analytic frameworks of Immanuel Wallerstein and Anthony Giddens to provide a social analysis of this phenomenon yields an exploration of this trend.

The aim of this chapter is to understand the nature of business collaboration between healthcare service providers and tourism agencies in Malaysia. Interviews with 17 healthcare service providers in Malaysia reveal that most of the collaboration between healthcare service providers and tourism agencies in Malaysia is informal or loose, despite their intention to leverage on medical tourism for business expansion. Close and tight collaborations are rare. The findings point towards the main reasons behind the rare collaboration which are the high customer orientation of healthcare service providers, the strategic move of business and support for government agenda.

The main purpose of this chapter is to analyze the relationship between service innovation and experience creation in the context of spas, wellness and medical tourism. The objectives include providing an overview of service innovation theory and models and applying them to the spa, wellness and medical tourism sectors.

Primary research was undertaken with the purpose of identifying the most important elements in the experiences of spa and wellness guests and tourists. An online questionnaire was collected from 17 different types of spa and wellness facilities from 56 countries including all kinds of spa, wellness hotels, and retreats. Information given was based on three major demand segments: local customers, domestic tourists, and international tourists. A case study is also given of Pärnu hospital in Estonia, where innovative practices are being implemented to enhance the patient experience.

Findings suggested that some aspects of innovation (e.g., design and technology) are not as important as expected, but evidence-based treatments, medical services, and natural and local resources are.

The research gives important insights into customer preferences and current and future trends; however, the research only focused on operator rather than consumer perspectives. This would require further research.

The research findings provide useful information to operators who are trying to create innovative, unique, and competitive customer services.

Existing service innovation models are applied to new sectors (spa, wellness and medical tourism) and new insights are given into how these sectors can increase innovation and enhance customer experiences.

The significance of investing in healthcare has been recognised during the COVID-19 period more than ever before across the globe. The COVID-19 pandemic has revealed inefficiency in the healthcare systems of many African countries which have resulted in the death of many people including healthcare workers who contracted the virus due to lack of protective equipment. Many African countries have not adequately invested in healthcare systems to prevent and urgently tackle the outbreaks of pandemics. This explains their unpreparedness to immediately address the COVID-19 pandemic that has ravaged many leading to the loss of lives. These challenges, therefore, have created the need to reflect and rethink concerted approaches to tackle this health hiccup. Consequently, this chapter discusses healthcare system challenges that have inhibited the delivery of good healthcare as well as issues of inequality in the provision of healthcare. The chapter explores the solutions to the identified challenges that can be adopted for better functioning of the healthcare system and provision of good healthcare. The chapter discusses how it costs the governments when they don't improve the healthcare systems. These costs are in form of increased strikes over demand for better remunerations, loss of manpower due to brain drain, loss of foreign currency that would come from medical tourism as well as loss of money in form of medical expenses abroad. It also highlights the benefits that accrue from improved healthcare systems. The chapter debates issues of morality about operations of private healthcare facilities and recommends appropriate measures that should be taken for better performance. The chapter recommends to the developing countries with meager resources the best model that can be adapted to better manage future pandemics, taking into account the environmental, cultural and demographic differences. The lessons that readers will pick from this chapter will go a long way in building healthcare systems that protect and shield the population against any future epidemics.

Nigeria remains the largest economy in Africa. However, its health sector is described as weak. It continues to battle several challenges ranging from poor health infrastructure, inaccessibility of good quality health care, corruption, substandard drugs circulating, poor funding, shortage of healthcare personnel, high cost of healthcare amidst poverty-stricken masses, among others. The outbreak of Covid-19 and the global oil price crash have further impacted Nigeria’s dwindling healthcare service delivery/indicators. This chapter thus takes stock of the status of the healthcare indicators, healthcare systems, and healthcare governance in Nigeria before and during the Covid-19 pandemic to decipher the impact of the damage caused by Covid-19 on the already weak Nigeria’s health sector. It discusses healthcare indicators, system constraints and responses, and the demand and supply of health care in Nigeria in the era of Covid-19. This chapter shows how Covid-19 has negatively and positively affected the healthcare sector in Nigeria. However, the negative impact remains overwhelming and has potentially grave consequences. This study thus develops a policy framework and time-tested strategy to recover Nigeria’s health sector while factoring in the present capabilities of Nigeria’s health sector. This study thus recommends that adequate infrastructure investment and welfare for healthcare workers are important for the recovery of Nigeria’s health sector.