Abstract
The purpose of this conceptual study is to identify factors related to the development of the medical tourism industry in developing countries. This study focuses on exploring the medical tourism industry in Vietnam, with comparing those of Japan and Thailand via SWOT analyses. Quality and availability of care are key influences on medical tourism behavior, alongside economic and cultural factors. The findings indicate that industry practitioners in Vietnam should put great efforts into attracting medical tourists that contribute the national economy. Also, the authorities should attract investment from the private sector, encourage private business to enter the medical services sector, monitor relevant regulations, as well as coordinate with professional bodies in the originating and destination countries. More analysis about the behavior of medical tourists, the economic and social impact of medical tourism, the role of intermediaries, the place of medical tourism within tourism industry, linkages with hotels, airlines, travel agencies, ethical concerns and global health restructuring, are required. Knowledge about the role of medical tourism in tourism industry development allows professionals to subsequently build on and appropriately utilize the findings to organize and make better development strategies. This exploratory study contributes theoretically and practically by examining the unique characteristics and strategic investigation of positioning of a developing country in the medical tourism industry, which is rapidly growing in the recent global tourism industry.