Menvielle, Loick; Menvielle, William; Tournois, Nadine - In: Qualitative Market Research: An International Journal 17 (2014) 3, pp. 264-282
Purpose – The present study aims to use the qualitative approach of soft laddering to gather insight into both risk perception and subsequent marketing strategies of medical tourism. Medical tourism has recently started to spark interest of marketing researchers and has been a frequently...