The Study of Integrated Marketing Communication for Medical Tourism in Thailand

The concept of medical tourism has witnessed substantial growth in recent years, with patients seeking high-quality medical services while simultaneously enjoying travel experiences. This study examines the integrated marketing communication (IMC) strategies utilized within the context of medical tourism in Thailand, a globally recognized leader in the field. By leveraging a combination of communication channels, including sales promotion, public relations, advertising, personal sales, electronic word-of-mouth (e-WOM), and electronic marketing. Data were collected from 304 respondents who were Middle Eastern medical travelers in Thailand. This research provides the key components of Thailand’s integrated marketing communication approach for medical tourism. Results were analyzed using the technique of confirmatory factor analysis. The findings indicate that the most critical component of integrated marketing communication in this context is electronic word-of-mouth (e-WOM), followed by public relations, advertising, personal sales, sales promotion, and, lastly, electronic marketing. The insights derived from this study offer valuable guidance for stakeholders seeking to enhance their marketing communication strategies within the medical tourism industry. As the healthcare and tourism sectors continue to evolve in tandem, this analysis highlights the importance of a well-coordinated integrated marketing communication strategy in strengthening the global competitiveness of medical tourism destinations such as Thailand.