Health, Wellness and Tourism: healthy tourists, healthy business ...

Functional value
Functional value is defined as the perceived utility based on the functional, utilitarian, and
physical performance of a product (Sheth, Newmann and Gross, 1991). A study has shown
that the main functional value attributes, in the context of the purchase of a tourism product,
are the quality of the travel agency’s installations, the staff’s professionalism at the travel
agency, the quality of the tourism package purchased and the price. (Sanchez et al. 2006).
Concerning the medical tourism service, several attributes have emerged, such as the cost
differential, the skills of the surgeon and nursing staff, the quality of the equipment, the
quality of care and the importance of the recovery period.
It may seem obvious that cost is a major incentive in the medical tourism industry. In fact,
some figures show that operations in India cost 80% less than in the United States (Walker,
2006). We can observe the same relation between France and Tunisia. “This difference of
price between Tunisia and France is hallucinating, until now I could hardly believe it!!!!”
“Who said it was cheap-rate surgery?? Life over there is cheaper than here and that’s why
prices are lower than here!!”
Before deciding to get an operation, future patients spend a lot of time searching for
information about the skills of surgeons.
“Someone who listens, is attentive, calm, thoughtful and is most importantly licensed, belongs
to a medical association and is very competent!” “My motivations were a competence similar
to what is available in France for a price sharply lower than in France, following the
principle of value for money! Because if surgeons were not worth the trip, I wouldn’t go
there, even if it’s cheaper!”
Concerning the modernity of foreign hospitals, it appears that in many developing countries,
public and particularly private hospitals are well-equipped and meet international standards.
“I leave for the operating room, it’s large, I recognize the respirator… it’s the same brand we
have at home, everything is exactly the same, which goes to show that some received ideas
are wrong.”
Regarding the care, many patients appreciate the reactivity and efficiency of the medical staff.
« …I wasn’t feeling very good…, immediately the anaesthetist took care of me,
electrocardiogram, drip, regular blood tests, I felt reassured in this health care
environment.” “As someone who has gone through several operations, I can EASILY SAY
that I had never got or even seen such care at this price.”
The travelling patient aims to purchase a particular service and to achieve a defined health
goal (Bookman and Bookman, 2007). Despite the importance of the medical aspect, it appears
that non-medical services are not insignificant to the medical tourism experience. Medical
tourists especially appreciate the recovery period.
«In my opinion, the advantage of being operated in Tunisia is the rest afterward, they keep
you in the clinic for as long as it takes, after that you end your stay in a hotel, where there are
no concerns such as going shopping or doing housework or what’s for dinner tonight, or the
postman ringing and so on!!”
Bookman and Bookman (2007) asked the question of why a medical tourist picks one
destination over another. They believe that factors such as cultural similarities, distance from
home, medical specialties and reputation influence an individual to favour one country.
Travelling patients think that Tunisia is well reputed in the field of cosmetic surgery. Tunisia