Hosting a medical tourism (MT) symposium in Macao connecting academia and industry: a case study

Purpose This case study documents the 1st Macao Hengqin Medical Tourism Symposium, organized by academia. Attended by industry, academia, medical professionals, government and media, the symposium presented and initiated discussion on the introduction and development of medical tourism (MT) with traditional Chinese medicine (TCM) and communicated the symposium’s aims and outcomes to the Macao community. The symposium’s principal purpose was to connect industry and academia to exchange ideas, and through this collaborative network, articulate challenges and practical first steps to advance MT with TCM in the city. Documenting the event process from concept to staging permits the symposium to be replicated and advanced. Design/methodology/approach The symposium employed a collaborative methodology, illustrating the triple helix model and Situated Learning Theory (SLT) with an exchange and co-creation of ideas and knowledge across the multiple stakeholders attending, aimed at developing MT in Macao and Hengqin Island. From concept to staging, the symposium created an innovative case study illustrating stakeholder collaboration and MT product development. Findings The symposium was conveyed to the Macao community through extensive local media coverage (online, print and broadcast). Four key media themes were refined from the media clippings and presented as a lack of stakeholder coordination and clear goals; the application of TCM in MT; delivering on government policy priorities and MT best practice. Originality/value This case study was initiated based on previous MT and TCM research recommendations, providing a novel approach to bridging the gap between academia and industry and consolidating stakeholder opinions and idea exchanges in one forum on developing a new tourism product – the outcomes subsequently documented, summarized and transmitted by the media.