An Exploratory Study of Identifying Critical Success Factors for Customer Preferences in Medical Tourism Supply Chain using MAXQDA 2022

∗ Medical tourism is one of the significant industries that drive the economies of countries and leads other domestic business sectors to grow parallelly. Therefore, the purpose of this research is to identify the critical success factors for customer preferences in the Thai medical tourism supply chain. A semi-structured interview was chosen to collect data from ten rich experienced practitioners from JCI (Joint Commission International) accredited hospitals in Thailand. Researchers employed a qualitative approach based on the interpretivism philosophy to gain current facts of customers’ preferences and insights from dynamic phenomena within the medical tourism industry. Researchers employed a thematic analysis approach to classifying the factors by adopting MAXQDA 2022. MAXQDA 2022 is selected as the efficient qualitative software to rigorously analyze and display the results. The finding from this research provides medical tourism policymakers and its stakeholders build awareness of 10 critical success factors affecting the growth of the Thai medical tourism industry and enable them to take potential actions in advance for potential medical tourists in the future.