Medical tourism in kolkata and its outkirts a study analysing its market scope and future prospect

Abstract

Today s corporate world seeks to strengthen its foundation through channelizing newlinemarketing skills. Effective marketing strategies will help the organisation to differentiate newlineand establish itself as a brand, be it a tangible good or intangible service like Medical newlineTourism. Medical Tourism or Health Care Tourism is a very narrowly defined service newlinesector that has grown as a potential service sector in many countries. With globalization, newlinethe Medical Tourism industry has turned into an emerging global business that has been newlineslowly escalating as significant and has made ways for numerous business opportunities. newlineIndia is also one of those countries that have established itself as a popular Medical newlineTourism hub. But Medical tourism still remains to be at the infant stage in Kolkata, West newlineBengal. Very few studies and literature pertaining to the area have been conducted in newlineKolkata. Kolkata, being the capital of West Bengal, gets an advantage in receiving newlineInternational Medical Tourists from its neighbouring countries like Bangladesh, Nepal, newlineand Bhutan. This chapter is divided into five sections. Section 1.1 lays down the theoretical newlinefoundation of Medical Tourism followed by Section 1.2 that gives a historical background newlineof the pertinent study. Then Section 1.3 and Section 1.4 analyse the medical or health newlinetourism sector with specific emphasis on the holistic scenario of health or medical tourism newlinefrom a global and Indian perspective followed by Section 1.5 that elucidates the Prospect newlineof Medical Tourism in Kolkata. newline