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Halal Branding for Medical Tourism: Case of Indian Hospitals

Halal Branding for Medical Tourism: Case of Indian Hospitals

Anita Medhekar, Farooq Haq
Copyright: © 2018 |Pages: 23
ISBN13: 9781522551874|ISBN10: 1522551875|EISBN13: 9781522551881
DOI: 10.4018/978-1-5225-5187-4.ch061
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MLA

Medhekar, Anita, and Farooq Haq. "Halal Branding for Medical Tourism: Case of Indian Hospitals." Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2018, pp. 1190-1212. https://doi.org/10.4018/978-1-5225-5187-4.ch061

APA

Medhekar, A. & Haq, F. (2018). Halal Branding for Medical Tourism: Case of Indian Hospitals. In I. Management Association (Ed.), Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications (pp. 1190-1212). IGI Global. https://doi.org/10.4018/978-1-5225-5187-4.ch061

Chicago

Medhekar, Anita, and Farooq Haq. "Halal Branding for Medical Tourism: Case of Indian Hospitals." In Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1190-1212. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5187-4.ch061

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Abstract

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, where one has to abide by the Sharia law to satisfy Muslim customers. The main objective of 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.

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