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Charting the Sustainable Course: Navigating the Saudi Arabia Medical and Wellness Tourism Roadmap with Business Model Canvas (BMC)

Author

Listed:
  • Thaib Alharethi

    (Faculty of Tourism, King AbdulAziz University, Jeddah 21589, Saudi Arabia)

  • Moaaz Kabil

    (Faculty of Urban and Regional Planning, Cairo University, Giza 12613, Egypt
    Doctoral School of Economic and Regional Sciences, Hungarian University of Agriculture and Life Sciences (MATE), 2100 Godollo, Hungary)

Abstract

Medical and wellness tourism has emerged as a pivotal sector with significant economic implications globally, especially after the COVID-19 pandemic. This study delves into the landscape of Saudi Arabia’s medical and wellness tourism, recognizing its importance as a key player in the tourism industry. The study aims to elevate this sector to new heights on the global stage by employing the Business Model Canvas (BMC) as a strategic tool. BMC allows for a comprehensive analysis of the medical tourism industry in Saudi Arabia, breaking down key elements across its nine blocks: key partners, key activities, key resources, value propositions, customer segments, channels, customer relationships, cost structure, and revenue streams. The results of this study shed light on the unique selling proposition (USP) as a crucial strategic step for Saudi Arabia to distinguish itself and enhance its position in the international medical tourism arena. By identifying and maximizing the unique aspects within each BMC block, the study presents a roadmap for Saudi Arabia, navigating the challenges and capitalizing on the potential of the medical and wellness tourism sector. This research serves as a guide, emphasizing the strategic importance of a well-defined business model to shape the future of medical and wellness tourism in Saudi Arabia and establish a prominent global presence.

Suggested Citation

  • Thaib Alharethi & Moaaz Kabil, 2024. "Charting the Sustainable Course: Navigating the Saudi Arabia Medical and Wellness Tourism Roadmap with Business Model Canvas (BMC)," Sustainability, MDPI, vol. 16(9), pages 1-19, May.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:9:p:3856-:d:1388664
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    References listed on IDEAS

    as
    1. Haeok Liz Kim & Sunghyup Sean Hyun, 2022. "The Future of Medical Tourism for Individuals’ Health and Well-Being: A Case Study of the Relationship Improvement between the UAE (United Arab Emirates) and South Korea," IJERPH, MDPI, vol. 19(9), pages 1-19, May.
    2. Jonas Hedman & Thomas Kalling, 2003. "The business model concept: theoretical underpinnings and empirical illustrations," European Journal of Information Systems, Taylor & Francis Journals, vol. 12(1), pages 49-59, March.
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