A new book, Medical Travel Brand Management – Success Strategies for Hospitality Bridging Healthcare, explores medical travel services and discusses the integration of travelling medical guests with destination providers, hospitality/healthcare professionals, and travel service providers.
The new volume is edited by Frederick J. DeMicco, PhD, RD, Executive Director and Professor, School of Hotel and Restaurant Management, Northern Arizona University, USA and Ali A. Poorani, PhD Associate Professor of Hospitality Business Management, Alfred Lerner College of Business & Economics, Delaware University, Newark.
It addresses the impact the COVID-19 pandemic has made on the travel industry, and looks to help prepare the medical tourism market in its recovery. Tools and case studies are provided, demonstrating how some countries have built, renewed, or engaged various stakeholders to construct or enhance their status as a successful medical tourism destination.
Chapters range from branding to assessing accreditation and post-care quality metrics, as the reader is taken through the critical phases of the medical travel journey: pre-visit, travel, on-site care, discharge and follow-up care. The authors address key issues facing medical, health, and wellness travel from both macro and micro perspectives.
“This volume will be an important resource for the four main players at the centre of medical travel: medical travellers themselves, government agencies, intermediaries, and health and wellness providers”, says publishers Apple Academic Press.
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