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SHIV SHAKTI

International Journal of in Multidisciplinary and

Academic Research (SSIJMAR)

Vol. 4, No. 5, October 2015 (ISSN 2278 – 5973)

“Issues And Challenges On Medical Tourism In Dakshina Kannada District,

Karnataka”

Prof. Raghavendran V

Assistant Professor in Marketing,

Human Resources and Decision

sciences,

Department of Business Administration

Alva‟s Institute of Engineering and

Technology

Mijar, Moodbidri

Phone: 9480474141

Email: raghavendran@aiet.org.in

Prof. Reema Agnes Frank

Assistant Professor in Marketing and

Human resources

Department of Business Administration

Alva‟s Institute of Engineering and

Technology

Mijar, Moodbidri

Phone: 8150021686

Email: reema_frank@yahoo.co.in

Impact Factor = 3.133 (Scientific Journal Impact Factor Value for 2012 by Inno Space Scientific

Journal Impact Factor)

Global Impact Factor (2013)= 0.326 (By GIF)

Indexing:

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ABSTRACT

Medical Tourism is the interest of the people travelling across the country to seek medical help.

India is an emerging and promising medical tourism destination and most preferred nation

amongst the tourist as it is famous for its traditional treatment methods combined with the

modern amenities contributing a handsome share in the Indian economy. There are well

renowned hospitals developed in India to cater the medical needs and the qualified doctors and

nurses are ready to take care of them as the mantra says “Athithi Devobhava”.

Even though the modern infrastructure has been developed, there are certain issues and

challenges are readily visible which will cause a hindrance in the development of medical

tourism. Hence in this study, the researchers have made a sincere effort in identifying the issues

and challenges in medical tourism in India with special reference to Dakshina Kannada District,

Karnataka

Through the method of convenience sampling, the researchers shall be approaching the doctors

in and around the Dakshina Kannada District for the primary data collection. 75 samples will be

collected with respect to Allopathic, Ayurvedic and Homeopathic medical practitioners and a

comparative analysis will be found out on the challenges faced by the hospitals in Dakshina

Kannada District. Also we will try to identify the regional influencing factors which will boost

the area of the study.

Keywords: Medical Tourism, Indian Economy, Doctors Opinion, Regional Influence

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“ISSUES AND CHALLENGES ON MEDICAL TOURISM IN DAKSHINA

KANNADA DISTRICT, KARNATAKA”

Introduction: With the advent of globalization, world has become a village. The development of

technology and improvement in the financial status has lead to the easy reach of the entire globe

to a common man. There are certain new ideas and concepts are being developed. One of these is

the Medical Tourism. Medical tourism in simple terms is travelling people from one country to

another to seek for medical help. The term medical tourism is the act of travelling to other

countries to obtain medical, dental and surgical care (Dawn & Pal, 2011). According to Goodrich

& Goodrich (1987), medical tourism is the attempt by nations to attract tourists by deliberately

promoting health service and facilities in addition to regular tourist amenities. Thus medical

tourism emerges and offers intra- alia numerous options for touring, sight-seeing, shopping and

exploring healthy diets (Jyothis, 2009).

Fig 1: A model can be developed for the people concern towards the medical tourism.

Determinants Ailment or Sickness or illness

Factors Cost Infrastruc

ture

Skilled

labor Environmental forces

Service Quality

Destination Medical Tourism

Treatment or

Surgeries/

Transplantatio

ns

Fertility Cosmetic Cardiac Orthopedic Dental Bariatric

Organ

&

cellula

r

Resultants Mental well being Cost effective Economy growth

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India is one among the preferred destination for medical tourism throughout the world due to

many reasons. Developing India has a world class infrastructure like multi specialty hospitals

with all the modern amenities, modern airport and prominent connectivity, hotels and lodging

facility etc. More than that the people of India, as we follow the slogan “Athithi Devobhava”,

were the doctors and nurses serve the patients in a very professional way. Also we are working

on the concept of „Reverse Brain Drain‟ where we encourage our skilled labor to return to our

country back and serve the nation. Also India is a very beautiful tourist destination, hence it will

be a leisure outing along with the cost effective treatment.

India‟s medical tourism sector is expected to experience an annual growth rate of 30%, making it

a $2 billion Dollar industry by 2015. An estimated 1, 50,000 people of these travel to India for

low-priced healthcare procedures every year, a study conducted by ASSOCHAM (Associated

Chambers of Commerce and Industry of India) reported that the year 2011 saw 8,50,000 medical

tourists in India and projected that by 2015 and this trend would rise to 3,200,000. Hence, the

researchers can presume that there is a tremendous and vibrant growth in the medical tourism in

India as an Industry.

Literature review:

Rory Johnston et.al (2010), in their study on the effects of medical tourism in destination and

departure countries concluded that medical tourism can be treated as giving solution to the

problems. Medical tourism is also setting a standard but if the regulating authority fails, and then

there will not be fair treatment cost across the country.

Dr. Suman Kumar Dawn, Swati Patil (2011), identified the issues, opportunities and designing

strategies for growth and development of medical tourism. They concluded that with the modern

amenities and treatment in all types of diseases, India is quite competent in ancient treatment

methods like Yoga, Unani, Sidha, naturopathy. Together with this strength to compete with the

entire world, India has to improve on infrastructural facilities, lack of trust, inadequate insurance

coverage, quality accreditation etc.

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Dr. Shashipal Singh Bhadu (2011), in his study says that India is growing to be the world‟s best

medical tourist country because of top quality healthcare services at lower cost, expert team of

professional doctors, high success rates and trust worthy medical practitioners. But at the same

place the image of poverty and poor hygiene of India is built in front of the foreigners which

hinder the growth of medical tourism. Other factors as lack of proper infrastructure, amenities,

access and connectivity to the hospitals, service level offered is not up to the mark. The

government of India is not properly able to market the medical tourism by which majority of the

medical tourists are unaware of the facilities also cross border safety, political stability and

inbound tourist regulatory issues such as visa procedures etc are hindering the growth of medical

tourism.

Mr. Reddy, Sumanth Gopala (2013), in his study explored the factors influencing on a country to

become a medical tourist destination. He explored the importance of India as a medical tourist

destination and also the issues and challenges. He found that the patients would like to travel to

developing countries for the treatment because it is beneficial, pleasant and good. He was able to

identify some issues faced by the medical tourist like insurance coverage, very different culture,

norms, people, food etc.

Mr. Singh, Lakhvinder (2014) tried to analyze the tourism industry with a brief SWOT analysis,

where he found that the government of India is promoting the medical tourism by inviting the

foreign and private investors, also granting the tax rebates to the surgical equipments which will

help the hospitals to have the state-of-art infrastructure. He added that, India has a rich

knowledge on Ayurveda, spa, yoga, medication, wellness, Unani, Sidha, naturopathy which will

help the patients for their physical and mental well being.

Need of the study:

Mangalore being the heart of the DK district is a rapidly growing city with huge infrastructural

development. A lot number of new hospitals have developed recently and also the increase in the

foreign visitors. A lot of new institutions have grown up giving importance to naturopathy, yogic

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sciences, and traditional methods of healing, natural resorts for the tourist comfort. Being the

neighboring city of Kerala there is a huge influence on medical tourism on DK district. Well

qualified medical practitioners and infrastructures welcomes people to DK district. Hence this

study was carried out the present condition and influence on the medical tourism.

Objective of the study:

The Present study tries to analyze the following objectives

To enlighten the general information on medical tourism in India

To know the opportunities available for medical tourism in DK district

To analyze the issues and challenges of medical tourism in DK district

To suggest some methods to improve the quality of medical tourism

Limitations of the study:

The research was limited to DK district due to time constraint, difficulty in gaining access to the

doctors due to their busy schedule. Some respondents might not have a clear understanding on

the medical tourism and might have given the response theoretical meaning. Since the study is

only limited to DK district cannot be generalized for the rest of the places due to geographical

differences. And Mangalore being a small city might not have a huge value for medical tourism.

Research methodology:

Primary data is collected through survey. Secondary data is collected through books, magazines

and journals, leading newspapers, websites and government reports. Through the method of

convenience sampling, the researchers shall be approaching the doctors in and around the

Dakshina Kannada District for the primary data collection. 74 samples will be collected with

respect to Allopathic, Ayurvedic and Homeopathic medical practitioners

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Analysis and interpretation:

The researchers found that 27% of the respondents were males and 73% were females whom are

medical practitioners across DK districts, Karnataka. Out of which 36.5% of them are qualified

into MBBS, followed by 25.7% completed MD, 21.6% are qualified as BHMS and rest into

BAMS, BDS, MDS, MPT, BNYS and M.Sc.

73% of the respondents have less than 5years experiences, followed by 17.6% have 10-15years,

rest belong to 15-20, 20-25 and 25-30 years categories. 56.8% of the respondents work at

medical colleges trailed by 41.9% of them into hospitals and the rest 1.4% are in polyclinic.

From the table 1, the researchers found in the doctor‟s perspective towards medical tourism, in a

statement that “DK district posses quality medical practitioners”, 31 respondents strongly agree

and 39 agree to it, in a statement “Medical Practitioners in D K District are capable of handling

Specific treatments”, 47 respondents agree and 25 respondents strongly agree to it, in a factor

“The medical tourism upholds confidently and privacy concerns of the patients”, 41 respondents

agree and 17 respondents strongly agree to it, when the researcher on “The medical resources in

DK district is limited” 30 respondents disagree and 23 of them agree to it, lastly for the factor

“The local patients get affected due to medical tourism” 16 respondents strongly disagree, 33 of

them disagree, 19 of them agreed and 6 of them strongly agreed to it.

TABLE 1: MEDICAL PRACTITIONERS PERSEVERANCE

N Particulars SD D A SA M

1 DK district posses quality medical practitioners 0 4 39 31 4.31

2 Medical Practitioners in D K District are capable of

handling Specific treatments 1 1 47 25 4.27

3 The medical tourism upholds confidently and privacy

concerns of the patients 4 12 41 17 3.74

4 The medical resources in DK district is limited 14 30 23 7 2.72

5 The local patients get affected due to medical tourism 16 33 19 6 2.54

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SD= Strongly Disagree, D= Disagree, A=Agree and SA= Strongly Agree, M=Mean

From the table 2, the researchers found in the allied influencing factors towards medical

tourism, in a statement that “Your opinion on present infrastructural facilities”, 10 respondents

strongly agree and 49agree to it, in a statement “Cost of overall medical tourism trip”, 44

respondents agreed to it and 12 respondents strongly agree to it, in a parameter “Opinion of

medical tourism health insurance”, 32 respondents agree and 18 respondents strongly agree to it,

in a factor “Opinion on affordability treatment”, 39 respondents agree and 9 respondents strongly

agree to it, when the researcher on “Opinion on accountability” 34 respondents disagree and 12

of them agree to it, for the factor “lastly for the factor “Is that potential follow up after medical

treatment is necessitated” 5 respondents strongly disagree, 15 of them disagree, 37 of them

agreed and 17 of them strongly agreed to it.

TABLE 2: ALLIED INFLUENCING FACTORS

N Particulars SD D A SA M

1 Your opinion on present infrastructural facilities 6 9 49 10 3.65

2 Cost of overall medical tourism trip 7 11 44 12 3.58

3 Opinion of medical tourism health insurance 12 12 32 18 3.43

4 Opinion on affordability treatment 10 16 39 9 3.28

5 Opinion on accountability 12 16 34 12 3.24

6 Is that potential follow up after medical treatment is

necessitated 5 15 37 17 3.62

SD= Strongly Disagree, D= Disagree, A=Agree and SA= Strongly Agree, M=Mean

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TABLE 3: OTHER FACTORS

N Particulars SD D A SA M

1 Is that medical tourism is a concept of vacation 8 25 32 9 3.12

2 Is that medical tourism gain trust in foreign nationals 6 15 42 11 3.50

3 Is that medical tourism lacks rules and regulations 8 31 30 5 2.91

4 Is that medical tourism lacks in international accreditation 5 22 42 5 3.27

SD= Strongly Disagree, D= Disagree, A=Agree and SA= Strongly Agree, M=Mean

From the table 3, the researchers found in the other factors towards medical tourism, in a

statement that “Is that medical tourism is a concept of vacation”, 9 respondents strongly agree

and 32 agree to it, in a statement “Is that medical tourism gain trust in foreign nationals”, 42

respondents agree and 11 respondents strongly agree to it, in a factor “Is that medical tourism

lacks rules and regulations”, 30 respondents agree and 5 respondents strongly agree to it, lastly

for the factor “Is that medical tourism lacks in international accreditation” 5 respondents strongly

disagree, 22 of them disagree, 42 of them agreed and 5 of them strongly agreed to it.

Findings from the study:

From the research carried out, the researchers found that majority respondents were females,

qualified to MBBS degree and respondents having less than five years of experience in medical

industry and largely work at medical colleges. From the features of doctor‟s perspectives,

influencing and other factors, the researchers found that majority respondents agree for DK

district posses quality medical practitioners, Medical Practitioners in D K District are capable of

handling Specific treatments and the medical tourism upholds confidently and privacy concerns

of the patients. Majority disagree for the factors like the medical resources in DK district are

limited and the local patients get affected due to medical tourism.

In the influencing factors, it was found that mainstream of the people agree to your opinion on

present infrastructural facilities, cost of overall medical tourism trip, medical tourism health

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insurance, affordability treatment, accountability and is that potential follow up after medical

treatment is necessitated. For the other factors, greater part of the respondents agreed for the

statements like is that medical tourism is a concept of vacation, is that medical tourism gain trust

in foreign nationals and is that medical tourism lacks in international accreditation and major

respondents disagreed for is that medical tourism lacks rules and regulations.

Suggestions and recommendations:

From the study on medical tourism at Dakshina Kannada district, the researchers have laid down

few suggestions and recommendations for the efficiency of the medical tourism including the

quality of medical tourism. Medical Tourism growth is dependent on quality of foreign

healthcare, and not this should evaded as soon as it could be, medical tourism should also be the

benefit to the locals or national citizen too for this happen, more information made offered

through utilizing different types of media vehicles. Tourism generates high GDP and stabilizes

the economy of one‟s nation, so as enriching the medical tourism; wherein India, the nation have

contributed enormously for medical Diaspora with low investment must enable the clear and

consistent rules and regulations to explore the opportunities of the same. In context to issues and

challenges of medical tourism in DK district, experience of doctors in the medical tourism is

worrisome, experience doctors with sound local, national and international language is very

essential. Low cost, High Quality and long term growth and lengthening benefits are few

expectations of the consumers.

Conclusions:

India is in an advantageous place to tap the universal opportunities in the medical tourism sector.

The government‟s role is critical to the development of medical tourism. The government should

take steps in the role of a control device and also as a facilitator of private venture in healthcare.

Tax incentives to the service providers, import duty reduction on medical equipment, committees

to promote and foster medical tourism are some of the initiatives that can be undertaken. There is

also a need to develop supporting infrastructure such as transport services to facilitate tourism in

India. The tourism, health, information and communication departments need to work in tandem

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for efficient patient care. This paper has recommended some of the medical tourism strategies for

further promoting medical tourism in India. These include building and promoting the image of

India as high quality medical tourism destination, creating and promoting new combination of

medical tourism products, keeping up the high standard of quality treatments at a reasonable

price, providing informative online and offline materials and make them available to the

potential customers. Also attaining the accreditation/standard to reassure the quality of

treatments as well as emphasizing on the needs and demands of the existing target markets must

be incorporated.

References:

Bibliography:

1) al, R. J. (2010). What is known about the effects of medical tourism in destination and

departure countries? :A scoping review. Internation Journal forequity in health , 9 - 24.

2) Bhadu, D. S. (2011 volume 19, No 2, July-December 2011). Opportuniies and challenges of

medical & health tourism- creating a brand of alternative tourism in India. IJMT , 32 -41.

3) Dr. Suman Kumar Dawn, S. P. (vol 1, Issue 3, 2011). Medical Tourism in India: Issues,

opportunities and designing strategies for growth and development. Zenith International

journal of multidisciplinary research , 185-202.

4) I-Cheen Lice, C. -c. (2013, Vol 2, No 1, ). cultural issues in medical tourism. American

Journal of tourism research , 78 - 83.

5) Jyotsana, M. (2010). Globalization of health care: case studies of medical tourism in

multispeciality hospitals in India.

6) Lakhvinder, S. (2014 vol 3 (1)). Anevaluation of medical tourism in India. African journal of

hospitality, tourism and leisure , 1-8.

7) Reddy, S. G. (2013). Medical tourism in India: An Exploratory study.

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Author’s biography:

1) Prof. Reema Agnes Frank is working as a Assistant Professor in Marketing and Human Resource

Management, Department of Business Administration, AIET, Moodbidri, affiliated to Visvesvaraya

Technological University, Belgaum. She has attended many national conferences of repute.

2) Prof. Raghavendran V, working as Assistant Professor in Marketing, Human Resources and Decision sciences,

Department of Business Administration, AIET, Mijar, Moodbidri, Affiliated to Visvesvaraya Technological

University, Belgaum. He is completed in Engineering from SJCE, Mysore, Post graduated in MBA from Sheshadripuram Institute of Management Studies, Bangalore, Later he has perused M.Phil, MA (Eco), PGD in

PM&IR, PGD in TQM, AD R&D from various south Indian universities and presently, he is research scholar

from Karpagam University, TN. He is member of Indian Society of Technical Education, Indian Institute of

Production Engineers, Society of Automotive Engineering, All India Management Association, Rural

Marketing Association of India, American Society for Curriculum Development, Strategic Operation

Management [IIM-B], Indian Product Association, Indian Ergonomics Association and Marketing

Benchmarking Association, [NJ, USA]. He has presented papers in 9 International, 10 National Conferences

and more than 34 papers are published in repute and refereed journals. Lastly He has published text book named

“Integrated Marketing communications”.