Developing a Framework for Emerging Medical Tourism Destinations – An Exploratory study in Lebanon

International Journal of Research and Scientific Innovation (IJRSI) | Volume VIII, Issue VII, July 2021 | ISSN 2321–2705

Developing a Framework for Emerging Medical Tourism Destinations – An Exploratory study in Lebanon

Samar Noaman¹, Jean Michel Chapuis^2
1Assistant Professor, Faculty of Management, Canadian University Dubai, 1st Interchange Sheikh Zayed Road, P.O. Box 117781, Dubai, UAE.
²Professor, IREST – Institut de Recherche et d’Etudes Supérieures du Tourisme, University of Paris 1 Panthéon-Sorbonne, 21, Rue Broca – 75005, Paris, France.
Corresponding author

Abstract. Several destinations have marked their names on the medical tourism world map while others’ potentials are still virtual despite encompassing success factors. This paper structures a framework to understand the supply side of medical tourism and the factors that determine the industry’s development. A qualitative approach in the form of semi-structured interviews with various stakeholders in the medical tourism field in Lebanon sheds light on the opportunities and challenges to develop such tourism activities in this destination. The content analysis suggests a global fitting of the suggested thematic factors to the data, in terms of costs, infrastructure and superstructure, government attitude, marketing and promotion, expertise/ human resources, language and communication, investment potential, facilities, and attractions. The findings support the role of political stability, interventions of government, and marketing activities. Managerial implications are provided in this research, focusing on enhancing the country’s image, encouraging local and foreign investment in the healthcare sector, and promoting fields of specialty, among others.

Keywords. Medical tourism; Middle East; Lebanon; supply analysis.

I. INTRODUCTION

Medical tourism is an activity related to mobility with benefits that feed the economy year-round via channels of the tourism sector, healthcare sector and other related sectors. Although there are no exact figures on the global size of the medical tourism market, it is estimated to range between USD 45.5 billion and USD 72 billion and is expected to grow at an annual rate of 15 to 25% globally (“Patients beyond Borders”, 2018). Countries located in the Middle East are expected to be at a crossroad in terms of tourism opportunities between Europe, Africa, and Asia; and hence, represent potential destinations for medical tourism. As in the past centuries, some countries host tourists for medical treatments. The Aqaba and the Dead Sea, the lowest point on earth constitute a cornerstone to health tourism in Jordan (Hornett, 2012). Their development has attracted international visitors through their luxurious hotels, spas, and fitness facilities (Stephano, 2014). Dubai is another hub for medical tourism in the Middle East. With more than 90 medical centers and a number of internationally accredited hospitals, Dubai Healthcare City (DHCC) is a world leading healthcare zone. Nearly two-thirds of its patients coming from outside UAE, DHCC was developed to cater for medical tourists. Surrounding DHCC, exists a range of accommodation options from hotels and hotel apartments (Woodman, 2012).

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