Sangeeta, Rajiv Kumar, Annu Dahiya
The objective of the article is to provide a comprehensive model which examines the impact of cyclical variations on marketing practices of medical tourism. The model developed was validated using exploratory factor analysis and confirmatory factor analysis. Data was collected using self administered questionnaire. To test the propositions, structure equation modeling is also used. The results indicated that with respect to recession and upswing a positive effect of product, price, place, promotion, people, and Process & Physical evidence is found on marketing strategies, providing support for the proposed model. The major reason of performing this study is to suggest marketing mangers about most radical changes to be done during recession and changes in marketing strategies would prove profitable in future. Further research article included discussion, implications and directions for future work.