File(s) not publicly available

Halal branding of medical tourism : case of Indian hospitals

chapter
posted on 06.12.2017, 00:00 by Anita MedhekarAnita Medhekar, Muhammad HaqMuhammad Haq
This 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, whereone has to abide by the Sharia law to satisfy Muslim customers. The main objectiveof 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.

History

Editor

El-Gohary H; Eid R

Start Page

160

End Page

189

Number of Pages

30

ISBN-13

9781466662728

Publisher

IGI Global Publishing

Place of Publication

Hershey, Pennsylvania, USA

Open Access

No

External Author Affiliations

Canadian University of Dubai; Institute for Health and Social Science Research (IHSSR); School of Business and Law (2013- );

Era Eligible

Yes

Edition

1st

Number of Chapters

11