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Health Tourism in India - Product Image

Health Tourism in India

  • ID: 1269619
  • July 2009
  • Region: India
  • 208 pages
  • New Century Publications

The quality of service coupled with comparatively low charges for common surgeries has made India an attractive destination for medical value travel. The main clientele comes from the neighbouring countries but an increasing number of non-resident Indians (NRIs) settled in the US and the UK have also been availing of the healthcare services in India. There is a good prospect of patients coming from the Middle East in future. The competitiveness of India in health tourism is enhanced by the attractiveness of the alternative systems of medicine, Ayurveda in particular, for the foreign tourists. A large number of tourists, both domestic and foreign, undergo treatment under Ayurveda not only for improving their fitness and well-being but also for curing many types of chronic diseases. The unique position that Kerala enjoys with respect to Ayurveda is due to the fact that the treatment in the State has proved effective in dealing with certain diseases, which are incurable by other systems.

The State is also well endowed with herbs and medicinal plants, which are used for treatment. With yoga, meditation, ayurveda, allopathy and natural herbal treatments, India offers a unique basket of services to foreign patient-tourists that are difficult to match by other countries. The recent operations of children from Pakistan in Bangalore have not only helped boost the medical economy in the state, but also helped in fostering goodwill, peace and harmony between India and Pakistan. The present work deals with the successful efforts in marketing health tourism products internationally, possessing glorious traditions of India.

About the Book
About the Authors
Preface

1. Health Sector Policy of India
1.1 Introduction
1.2 World Health Assembly, 1977
1.3 Health Care in India
1.4 Health Indices of India and Selected Asian Countries
1.5 Standards and Accreditation in Health Care
1.6 National Health Policy (NHP), 2002
1.7 Time-bound Goals of the Eleventh Plan (2007-12)
1.8 National Urban Health Mission (NUHM)
1.9 National Rural Health Mission (NRHM)
1.10 Sarva Swasthya Abhiyan (SSA)
1.11 Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homeopathy (AYUSH)
1.12 Growth of Private Sector in Health Care
1.13 Health Insurance
1.13.1 Rashtriya Swasthya Bima Yojana (RSBY)
1.13.2 Aam Aadmi Bima Yojana (AABY)
1.14 Health Education
1.15 Medical Value Travel in India
1.16 Towards e-Health

2. Health Tourism: Significance and Components
2.1 Tourism Industry: Agent of Socio-economic Change
2.2 Tourism in India
2.3 Health Tourism in India
2.3.1 Homoeopathy
2.3.2 Siddha
2.3.3 Naturopathy
2.3.4 Unani System of Medicine
2.4 Place of Kerala in India’s Tourism Industry
2.4.1 Backwater tourism
2.4.2 Eco Tourism
2.4.3 Beach Tourism
2.4.4 Monument Tourism
2.4.5 Heritage Tourism
2.4.6 Festival Tourism
2.4.7 Boat Races
2.5 Earlier Studies on Tourism

3. Ayurveda in Health Tourism
3.1 Ayurveda: A Brief History
3.1.1 Pharmaclogy
3.1.2 Philosophy
3.1.3 Climate and Ayurveda
3.1.4 Pathya
3.2 Ayurvedic Health Tourism
3.3 Prime Treatment under Ayurveda
3.3.1 Pizhichil
3.3.2 Dhara
3.3.3 Sirodhara
3.3.4 Dhanyamla Dhara
3.3.5 Takradhara
3.3.6 Vasthi
3.3.7 Sirovasthi
3.3.8 Kativasti
3.3.9 Urovasthi
3.3.10 Kizhi
3.3.11 Navarakizhi
3.3.12 Elakizhi
3.3.13 Vamana
3.3.14 Abhyangam
3.3.15 Nasyam
3.3.16 Lepanam
3.3.17 Sirolepanam
3.3.18 Annalepanam
3.3.19 Udvarthanam
3.3.20 Snehapanam
3.3.21 Ooshma Sweda (Bashpasweda)
3.3.22 Avagahasweda
3.3.23 Upanahasweda
3.3.24 Patrasweda
3.3.25 Thalam
3.3.26 Yoni Prakshalanam
3.3.27 Ksheeradhoomam
3.3.28 Karnapooranam
3.4 Prime Body Care under Ayurveda
3.4.1 Panchakarma
3.4.2 Rasayana Chikilsa
3.4.3 Foot Massage
3.4.4 Uzhichil (Rejuvenative Massage)
3.4.5 General Body Massage
3.4.6 Born to Win
3.5 Beauty Care under Ayurveda
3.5.1 Mukhakanthi Lepam
3.5.2 Herbal Face Pack
3.5.3 Body Slimming Programme
3.5.4 Cream Massage
3.6 Special Treatments under Ayurveda
3.6.1 Stress Management Programme
3.6.2 Anti-cellulites Programme
3.6.3 Thalapothichil
3.6.4 Psoriasis Treatment Programme (Sidhma Chikilsa)
3.6.5 Spine and Neck-care Programme
3.6.6 Yoga and Meditation

4. Marketing Environment Factors
4.1 Periodicity of Visit
4.2 Period Spent for Health Care
4.3 Marketing Environment Forces
4.4 Marketing Planning
4.5 Physical Facilities
4.6 Attitude of Management
4.7 Attitude of Personnel in the Industry
4.8 Attitude of Domestic Tourists
4.9 Attitude of Foreign Tourists
4.10 Attitude of Other Staff
4.11 Legal Environment
4.12 Availability of Skilled Personnel
4.13 Periodical Review
4.14 Internal Environment
4.15 Results and Discussion

5. Marketing System of Health Products
5.1 Marketing Programmes
5.2 Product Planning
5.3 Product Concept
5.4 Product Features
5.5 Product Demand
5.6 Quality of Products and Services
5.7 Pricing Decisions
5.8 Attitude of the Management towards Innovations
5.9 Effectiveness of Marketing Control
5.10 Effectiveness of the Measures for Surplus Maximization
5.11 Marketing Research
5.12 Brand Image
5.13 Consumerism
5.14 Mission
5.15 Effectiveness of Marketing System
5.16 Results and discussion

6. Marketing Strategies of Health Tourism Products
6.1 Marketing Strategies
6.2 Product Differentiation
6.3 Marketing Information
6.4 Positioning
6.5 Penetration Strategy
6.6 Promotion through Package
6.7 Publicity
6.8 Initiative for Concept Development
6.9 Marketing Prospects
6.10 Level of Satisfaction of Tourists
6.11 Psychological Feeling
6.12 Medicines Advocated
6.13 Concept of Treatment
6.14 Treatment Plan
6.15 Personal Attention Drawn
6.16 Motivation
6.17 Competitive Spirit
6.18 Cost Incurred for Treatment
6.19 Changed Lifestyle
6.20 Relief from Health Problems
6.21 Results and Discussion

7. Supporting Facilities for Promotion of Health Tourism
7.1 Food Items Advocated
7.2 Accommodation
7.3 Social and Cultural Factors
7.4 Cultural Environment
7.5 Economic Environment
7.6 Observance of Social Control
7.7 Technological Environment
7.8 Demographic Environment
7.9 Ecological Environment
7.10 Security
7.11 Miscellaneous Services
7.12 Government Support
7.13 Attitude of Society
7.14 Results and Discussion

8. Conclusions and Suggestions
8.1 Scope of Health Tourism
8.2 Marketing Research
8.3 Integrated Approach
8.4 Quality of Services
8.5 Sanitation Facilities
8.6 Tourism Package
8.7 Traditional Industrial Products

Bibliography
Index

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