Customers' typology in medical tourism

Abstract

This research is performed to identify the effective solutions for attracting medical tourists and making them loyal. Hence, after studying theoretical background and reviewing literature, the effective factors on choosing destination were gathered regarding supply and demand model of medical tourism. Then, the medical tourists divided into four groups including Platinum, Gold, Iron and the Lead and the questionnaires distributed among them. Next, regarding the results, which means the priorities of medical tourists' demands, authors put medical tourists in two new categories termed Diamond and Silver, based on the similarities on their needs. Afterward, these needs classified into two categories named hygiene needs and motivational needs, regarding Herzberg two-factor theory. In the Diamond type, the lack of motivational needs lead to dissatisfaction, but in the Silver type, it will not lead to dissatisfaction