Thailand, A beauty hub for everyone? : Internationalizing Thai Aesthetic Surgery

• Main Authors: Sinhaneti, Kantara, Pullawan, Jitmanee
• Format: Others
• Language: English
• Published: Mälardalens högskola, Ekonomihögskolan 2008
• Subjects: Aesthetic surgery; Thailand; Aesthetics; Estetik
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-4283

Introduction: Aesthetic surgery becomes another option of beauty. Interested Patients seeking for choices offered outside their homeland for more benefits. Thailand maybe one of those choices people is now interested in. Thai aesthetic industry may prove to be one of the most wanted destinations because of its expertise and relatively low cost with impressive service. Problem: “How should Thailand improve its Aesthetic service attractiveness to drive its potential to the level of internationalization?” Purpose: This thesis aim to understand Thai aesthetic surgery business and expect to conduct the idea of how to improve the attractiveness of aesthetic service in Thailand by find out international demand then analyze advantages of Thai aesthetic surgery and what can be improve to serve international customers’ demand. Method: Primary data gathered from interviews with two doctors, two former patients and eight interested in aesthetic surgery people from different countries. Secondary data mostly came from hospitals and clinics publications, medical articles and Societies of plastic surgeons in many countries. Business Newspaper gives idea about medical care situation and news in medical care field. The theories use to analyze information are Diamond of national advantage, 7Ps, and Total perceived quality model. Analysis and Conclusion: International demand of aesthetic surgery is high and people tend to go have operation abroad. Four factors of diamond national advantage show advantages and 7Ps show the capability of Thai aesthetic surgery service. Explication of Thai Marketing Mix (7Ps) clarified that Thai medical care service operate with qualified doctors and service team , well equipped instruments and luxury hospitals and clinics environment . Thai aesthetic surgery also gains high reputation from foreigners especially about lower cost of surgery. Despite the good image of this industry abroad there still are areas which the customers feel inferior ,for example the level of hospitals internationalization does not reach the high standard of international hospitals. The language barrier with hospital staff and difficulties to follow up patients