Purpose – The aim of this paper is to contribute a conceptualization of the information and communication needs of medical tourists from Western countries in an Asian health care context. Design/methodology/approach – Multi-phase, semi-structured, in-depth interviews and observations were conducted with 27 multi-source informants who have communication experience in the international healthcare setting. Findings – Multi-level information provision should be used to address communicative incongruence in Asian healthcare provider – Western patient encounters as was self-reported by the participants and observed by authors. The use of an informative communication model is proposed in order to facilitate interaction and the effective transfer of information with Western patients to overcome negative, underlying emotions and enable autonomous decision making by the patients. Research limitations/implications – This exploratory study is focused on Western patients and Asian practitioners in Thailand. Future research in other countries and with patients from other geographical areas could expand to generalize findings. Practical implications – Fostering information sharing with Western patients by using an integrative communication model can improve patient satisfaction and health outcomes. The need for developing and implementing these improved practices for communicating with Western patients is reflected by the healthcare industry's current developmental trends helping to lead to a future of health service internationalization. Originality/value – This is the first empirical study to provide insights concerning the communication needs and coping strategies of Western patients with Asian doctors in developing countries.

Abstract-This

Purpose – The purpose of this paper is to examine the effects of offering customer decision authority on customer satisfaction in credence services, and the moderating effects of customer persuasion knowledge and service provider credibility. Design/methodology/approach – A video-based experiment is conducted to achieve high similarity to real service encounters. The video comprises three levels of customer authority while service provider credibility is manipulated. In a subsequent questionnaire, customer response and customer persuasion knowledge are measured. Findings – Results suggest that greater decision authority increases customer satisfaction. However, customer persuasion knowledge and provider credibility together were found to moderate these effects. Offering decision autonomy is most important when source credibility is low and persuasion knowledge is high. Research limitations/implications – The study setting is an initial healthcare encounter. Other service settings and service provider communication behaviors, such as empathy, responding to customer queries, and length of encounter are not considered in this study but should be further studied. Practical implications – The study confirms that offering decision authority to customers increases satisfaction only under certain circumstances. Customers are willing to relinquish authority to credible service providers who then direct customer decisions in order to maintain service quality. Offering decision autonomy to customers is suggested when provider credibility is low and customer persuasion knowledge is high. Originality/value – Analysis of credence service encounters is based on agency theory. Specifically, this study highlights the role of customer (principal) persuasion knowledge, which acts as a qualifier for the principal-agent problem because it alerts the customer to possible persuasion attempts by the service provider, whereas agent credibility eases customer suspicion.

Worldwide, the time spent online and in digital media has been increasing, thus becoming the primary source of health and medical information. This phenomenon is driving all business, including the pharmaceutical industry, in gearing toward digital marketing strategies. Developing countries like Thailand still extend existing laws to regulate digital media despite the differences with traditional media, and consumers face the risks of buying drugs illegally and products that overclaim despite stringent pre-approval regulations on drug marketing. This study utilizes design thinking as a human-centric research method to propose appropriate and practical digital marketing guidelines for the pharmaceutical industry, using 53 informants. The problems were that consumers face persuasive risks and the need for reliable sources of drug information. The current regulatory process places a high burden on regulators and the laws that enforce it. However, several new digital strategies such as unbranded information and targeted marketing are not covered by existing laws. Regulations on teleconsultation are also needed, but no legislation currently exists for such activities. And finally, experts have articulated four domains as follows: eRegulations, e-Information sources, and e-Consultation to provide easy access to professionals, and e-Ethics, a supportive mechanism toward ethical drug marketing

Cruise Tourism is growing dramatically especially in Asia. Thailand posits as the best tourist destination with cruise port of call and considers to set up Andaman home port recently. Hence, the marketing strategy is demanded for revenue compensated port cost. This research aimed to develop the marketing strategy for cruise home port in Andaman Tourism Cluster of Thailand. The methodology used six step qualitative approach with relevant stakeholders of cruise tourism and port in Thailand. The SWOT analysis was conducted and evaluated by analytic hierarchy process. The TOWS matrix was employed and suggested the 3 key marketing strategy; 1) Product Development Strategy, 2) Market Development Strategy and 3) Business Network Development Strategy. The detailed findings were validated with the panel of 10 experts and Andaman tourism association representatives. Further implication for recommended marketing strategy can be utilized for tourism policy in Thailand.