Modeling the medical and wellness tourism supply chain for enhanced profitability: An open innovation approach
Sairoong Dinkoksung, Rapeepan Pitakaso, Surajet Khonjun, Thanatkij Srichok, Natthapong Nanthasamroeng
Abstract
This research article contributes to the advancement of the medical and wellness tourism supply chain through the development of a robust mathematical model aimed at optimizing profitability. Rooted in the principles of open innovation, our study delves into innovative avenues to enhance the economic sustainability of the sector. By strategically integrating diverse medical services including health assessments, dental care, beauty treatments, and spa services into the tourism framework, our model captures the intricate interplay among various stakeholders. Our findings underscore the current adequacy of supply chain capacities. However, a substantial challenge emerges in light of an anticipated 30% upswing in tourist volume, which necessitates a corresponding augmentation of medical facilities without commensurate increases in hotel and tourist route capacities. Rectifying this imbalance becomes pivotal in accommodating forthcoming demands effectively. The study identifies several pivotal factors—tourist numbers, medical center capacities, and resultant profits for supply chain participants—as key drivers of overall profitability. Embracing the tenets of open innovation empowers stakeholders to cultivate collaboration, shared knowledge, and collaborative solutions that optimize these factors, thereby fostering the economic viability of the broader ecosystem. This research offers insightful strategies for resource allocation optimization, operational efficiency enhancement, and sustainable economic growth within the realm of medical and wellness tourism. This contribution is intended to resonate with practitioners, policymakers, and industry stakeholders.