Abstract:
The act of travelling from one destination to another for medical purposes has been practised for ages. Today, known as medical tourism, this practice has become the trademark of many destinations. Global literature suggests that cosmetic surgery, as a component of medical tourism, provides an opportunity for developed countries to stimulate tourism and related industries. Although the literature suggests that medical tourism is more of an international activity, there is evidence of medical tourism within the borders of South Africa. This research aims to add to the limited body of knowledge on this possible emerging market: cosmetic medical tourism. The research includes the perceptions of medical tourists, their motivations, destination choice and expenditure from a domestic point of view. Structured questionnaires were used to gather data in the consultation rooms of APRSSA-registered plastic surgeons in Johannesburg and Cape Town. No questions related to the medical procedure, surgeons and/or medical facilities were included. A total of number of 236 questionnaires was collected for data analysis. Results indicate that respondents travel from and within provinces for cosmetic surgery, with little evidence of inbound medical tourists. The most important factors identified when choosing a medical tourism destination were expenditure, and impact beyond the tourism industry such as shopping and destination attractions. Cosmetic medical tourism may not be self-sustaining yet but if added to current destination attractions it could develop into a strong emerging market to stimulate domestic tourism.
