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

“Before my operation, I did extensive research on the Internet…” “So I started, I began my
search! I typed “facelift in Tunisia” on my friend Google. It gave me the names of clinics and
forums. The breaking point, but yes, the forums, what an idiot not to have thought about it
before, these things are full of information, lol…. So I signed up on 2 forums, and I visit both
of them daily, I don’t post but I read.”
Social value
Social value is defined as the perceived utility based on the association of a product with one
or more specific social groups (Sheth, Newmann and Gross, 1991).
As regards social value, the attributes most often mentioned in literature are obtaining social
approval (Cengiz and Kirkbir, 2007), improving self-image, feeling accepted and making a
good impression (Sweeney and Soutar, 2001), and finally turning to a service provider known
by many other customers (Sanchez et al. 2006). The aspects which stand out the most from
the discussions of medical tourists are related to improving self-image and to turning to a
well-known service provider.
We were able to observe that a large majority of medical tourists turn to cosmetic surgery in
order to improve their self-image and physical appearance in the aim of improving their selfesteem.
“That’s it, I’ve made my decision, after having 6 children, being “obese”, having lost 50 kilos
and reached my forties, I am going to have an abdominoplasty in Tunisia!”
Moreover, medical tourists are looking for the most famous and particularly the most skilled
service provider (surgeon and/or tour operator). We can also observe the formation of groups
supporting for example a surgeon who became famous on the forum.
“It’s true that our surgeon is very attentive to details and very thoughtful. He knows how to
reassure us…” “Our surgeon will soon need a new set of arms to operate all of us!” “What a
successful man he is!”
As regards the Internet tool, the two aspects which stand out the most are related to the
sharing of experience and the formation of groups and social connections.
In addition to seeking health information, individuals can also use the Internet to
communicate with one other in support groups (Houston and al, 2004). In fact, the advent of
the Internet has given rise to many forms of online socialization.
“Thank you for your testimony on your surgical experience in Tunisia: this will be a great
contribution for forum users… so being able to have information on your experience will
provide valuable elements to forum users…” “This forum is an important tool when one
embarks on the adventure of “cosmetic surgery” and I’ve met many people on the forum
ready to help the others.”
Forums dedicated to medical tourism foster the creation of social connections among
members sharing the same opinions and interests. In the forum under study, we can observe
the formation of groups of medical tourists, such as the group of the “lololandaises” and the
“Tunis girls”. The “Tunis girls” group is formed by women who have been operated in Tunis.
The “lololandaises” group is formed by women who have undergone breast surgery.
“Congratulations! You will become a Tunisgirl!!!” “THANK YOU all for your
encouragement!!! And for the lololandaises-to-be: GO THERE stress-free, it’s wonderful to
feel so feminine!!”