Medical tourism: investigating the tourism potential of the medical cosmetic market

Abstract

Medical tourism has become the trademark of many destinations. Global literature suggests that cosmetic surgery, as a component of medical tourism, provides an opportunity for developing countries to stimulate tourism and related industries. Although the literature suggests that medical tourism is more of an international activity, there is sufficient evidence of medical tourism within the borders of South Africa. This article will contribute to the literature by investigating the medical tourists in South Africa. The population of the study was patients visiting plastic surgeons registered with APRSSA in Cape Town and Johannesburg. A total of 236 usable questionnaires were analysed. Results indicate that respondents travel from and within provinces for cosmetic surgery. The most important factors identified when choosing a medical tourism destination were the quality of medical facilities, quality of services and accreditation. Respondents indicated that privacy and anonymity, unavailability of procedures in the home region are some of the major motivation factors for seeking procedures outside place of residence. Cosmetic medical tourism may not be self-sustaining yet but if added to current destination attractions it could develop into a strong emerging market to stimulate domestic tourism.