“…In this growing global industry, “people travel often long distances to overseas countries to obtain medical, dental and surgical care” (Connell, 2006). IT has an increasingly important role to play in the management and marketing of modern enterprises (Bates & Gawande, 2003; Bhunia, 2005; Borg, 1996, 2006, 2009). Previous research has underlined the role of IT within health care (Goh, Gao, & Agarwal, 2011; Lin, Lin, & Roan, 2012; Pai & Huang, 2011).…”