Innovation in medical tourism service marketing: A case of India

© 2015, IGI Global. The aim of this chapter is to critically examine the latest development of medical tourism as an innovation in India. The existing theories and concepts in medical tourism are reviewed and synthesised in order to lay down a foundation for marketing managers to deploy marketing mix strategies to deliver values to the medical tourists. A secondary research method is adapted to gather relevant literature. This chapter not only provides a background introduction to the growing importance of the medical tourism industry to the Indian economy, but also makes major contributions: firstly, that global healthcare service marketing is quite different from marketing of other services and goods. Secondly, it proposes to examine the application of 8Ps of tourism marketing-mix along with another 6Ps, such as personalisation of healthcare, publication for patient, patient packaging, patient education, patient privacy, and patient medical and cultural sensitivities for effective marketing of the popular Indian wellness and medical tourism destinations, super-speciality hospitals, and complex diagnostic tests and surgeries to the world.

Status, caste, and market in a changing Indian village

When social and economic conditions change dramatically, status hierarchies in place for hundreds of years can crumble as marketization destabilizes once rigid boundaries. This study examines such changes in symbolic power through an ethnographic study of a village in North India. Marketization and accompanying privatization do not create an independent sphere where only money matters, but due to a mix of new socioeconomic motives, they produce new social obligations, contests, and solidarities. These findings call into question the emphasis in consumer research on top-down class emulation as an essential characteristic of status hierarchies. This study offers insights into sharing as a means of enacting and reshaping symbolic power within a status hierarchy. A new order based on markets and consumption is disrupting the old order based on caste. As the old moral order dissolves, so do the old status hierarchies, obligations, dispositions, and norms of sharing that held the village together for centuries. In the microcosm of these gains and losses, we may see something of the broader social and economic changes taking place throughout India and other industrializing countries.

Exploring omega-3 fatty acids, enzymes and biodiesel producing thraustochytrids from Australian and Indian marine biodiversity

The marine environment harbours a vast diversity of microorganisms, many of which are unique, and have potential to produce commercially useful materials. Therefore, marine biodiversity from Australian and Indian habitat has been explored to produce novel bioactives, and enzymes. Among these, thraustochytrids collected from Indian habitats were shown to be rich in saturated fatty acids (SFAs) and monounsaturated fatty acids (MUFAs), together constituting 51-76 % of total fatty acids (TFA). Indian and Australian thraustochytrids occupy separate positions in the dendrogram, showing significant differences exist in the fatty acid profiles in these two sets of thraustochytrid strains. In general, Australian strains had a higher docosahexaenoic acid (DHA) content than Indian strains with DHA at 17-31 % of TFA. A range of enzyme activities were observed in the strains, with Australian strains showing overall higher levels of enzyme activity, with the exception of one Indian strain (DBTIOC-1). Comparative analysis of the fatty acid profile of 34 strains revealed that Indian thraustochytrids are more suitable for biodiesel production since these strains have higher fatty acids content for biodiesel (FAB, 76 %) production than Australian thraustochytrids, while the Australian strains are more suitable for omega-3 (40 %) production.

Exploring the travel behaviors of inbound tourists to Hong Kong using geotagged photos

Insight into tourist travel behaviors is crucial for managers engaged in strategic planning and decision making to create a sustainable tourism industry. However, they continue to face significant challenges in fully capturing and understanding the behavior of international tourists. The challenges are primarily due to the inefficient data collection approaches currently in use. In this paper, we present a new approach to this task by exploiting the socially generated and user-contributed geotagged photos now made publicly available on the Internet. Our case study focuses on Hong Kong inbound tourism using 29,443 photos collected from 2100 tourists. We demonstrate how a dataset constructed from such geotagged photos can help address such challenges as well as provide useful practical implications for destination development, transportation planning, and impact management. This study has the potential to benefit tourism researchers worldwide from better understanding travel behavior and developing sustainable tourism industries.