Halal branding for medical tourism : case of Indian hospitals

dc.contributor.authorMedhekar, Anita
dc.contributor.authorHaq, Farooq
dc.descriptionThis book chapter is not available at CUD collection. The version of scholarly record of this book chapter is published in Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications (2018), available online at: https://doi.org/10.4018/978-1-5225-5187-4.ch061.en_US
dc.description.abstractThis chapter explores the emergence and development of Halal branded hospitals and medical facilities as a product of Medical Tourism for Muslim patients around the world and in India. Halal tourism is a sub-category of spiritual tourism, where one has to abide by the Sharia law to satisfy Muslim customers. The main objective of the chapter is to focus on a niche category of halal medical tourism, where Sharia rules are followed to attract the medical tourist mainly from Islamic countries. This chapter also proposes a typology of Muslim medical tourist’s cultural sensitivities and recommends branding and certifying Halal Medical Tourism hospitals, healthcare facilities, pharmaceuticals, products, and services to attract Muslim patients, and provides challenges and opportunities with future research directions. The case studied in this chapter is of the Global Health City, the first Halal Certified Medical Hospital facility in Chennai, India. It presents a model for halal branding of Indian Medical Tourism based on the halal decision-making paradigm for Muslim customers designed by Wilson and Liu (2010). The model presented here indicates attitudes of being rational or emotional and elements reflecting affective and cognitive feelings for Muslim patients seeking halal treatment in halal hospitals. © 2018 by IGI Global. All rights reserved.en_US
dc.identifier.citationMedhekar, A., & Haq, F. (2018). Halal Branding for Medical Tourism: Case of Indian Hospitals. In Information Resources Management Association (Ed.), Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications (pp. 1190-1212). Hershey, PA: IGI Global. doi:10.4018/978-1-5225-5187-4.ch061en_US
dc.publisherIGI Globalen_US
dc.relationAuthors Affiliations: Medhekar, A., CQ University, Australia; Haq, F., Canadian University of Dubai, United Arab Emirates
dc.relation.ispartofseriesDigital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications;
dc.rightsPermission to reuse the abstract has been secured from IGI Global.
dc.rights.holderCopyright : 2018 by IGI Global. All rights reserved.
dc.titleHalal branding for medical tourism : case of Indian hospitalsen_US
dc.typeBook chapteren_US
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