Can Domestic Medical Tourism Contribute to Healthcare Equity? A Commentary

Pupose—This essay uses service marketing concept to discuss how domestic medical tourism (DMT) can contribute to healthcare equity in developed countries. Approach—The authors take up several vital issues. First, the potential benefits of DMT are outlined from a healthcare equity perspective; second, the challenges that DMT confronts in reaching its aim are identified; and finally, a few research areas are suggested. Finding—It is suggested that increased awareness about the healthcare service and proper service delivery are required to improve healthcare equity. Practical implication—This paper raises several research issues from service marketing to deal with delivery, communication, efficiency, and insurance practices regarding healthcare. Social implication—From a societal point of view, it explores how healthcare equity can be improved by DMT.