5. HOSPITAL QUALITY ACCREDITATION AS A DRIVER OF MEDICAL TOURISM ATTRACTIVENESS IN THE HEALTHCARE INDUSTRY: FROM GLOBAL TRENDS TO LOCAL CONTEXT

The globalization of health care services brings about changes in competition between health care systems. In such a scenario, accreditation and certification systems serve both as tools of ensuring the quality of health care service provision as well as instruments that can be used for gaining a competitive advantage and positioning medical tourism services. This article employs a conceptual/exploratory research methodology in order to examine the ways how these mechanisms, together with marketing approaches, can serve the purpose of positioning Morocco as a competitive healthcare destination. Using a critical review of the literature and comparative analysis, a strategy-based framework including four strategic dimensions, such as adaptive implementation, institutional empowerment, international benchmarking, and contextual deployment in the context of the hospital environment of Morocco (both public university hospitals and large private stakeholders) has been proposed by the author. Based on the results obtained, the conclusion can be made that medical tourism presents an untapped but strategically realistic option corresponding to the reforms of the health care system. As a solution to this problem, a nine-point strategy based on the issues of governance, accreditation (including the ACI Canada example), digitalization, regulatory, international marketing, African integration, public healthcare equity, human capital management, and sustainability is proposed. Although this study is theoretical and not based on primary empirical data, this limitation should be acknowledged as it will provide a robust analytical framework intended to guide future empirical verification and further research on the relationships between accreditation systems, hospital performance, and medical tourism flows.

LAASSILI , ZAKARIAE; EJBARI, ZOUHAIR

Revue Marocaine de Recherche en Management et Marketing (2026)

Vol. 18 N° 1 (2026)

DOI: 10.48376/IMIST.PRSM/remarem-v18i1.67572

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/67572