Date of Conferral

7-29-2026

Date of Award

July 2026

Degree

Doctor of Business Administration (D.B.A.)

School

Management

Advisor

Peter Smith

Abstract

Disseminating inadequate service information can limit a business's market appeal and hinder its growth. Business leaders must include comprehensive service information in their marketing strategies, as inadequate service information can make a business seem unappealing to potential clients, undermine competitive position, reduce market share, and diminish profitability. The purpose of this qualitative pragmatic inquiry was to explore the marketing strategies used by medical tourism business leaders in Trinidad and Tobago to attract international patients and increase profitability. The participants were eight medical tourism business leaders with experience in implementing marketing strategies. McCarthy's marketing mix theory of product, price, place, and promotion (4Ps) grounded the research project. Data were collected through semistructured interviews and a review of publicly available documents and industry reports. Through thematic analysis, four themes emerged: transparent communication and trust, perceived value and pricing, integrated service delivery, and accessibility and market positioning. A key recommendation is for medical tourism businesses in Trinidad and Tobago to integrate these findings into their marketing strategies to enhance awareness, strengthen organizational credibility, and attract international patients within the competitive global medical tourism market. The implications for positive social change include the potential to help medical tourism businesses develop a more accessible, patient-centered, and internationally competitive ecosystem in Trinidad and Tobago, thereby supporting organizational growth and sustainable economic development that benefits stakeholders and local communities.

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