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Conveying credibility: how can Eurowings, as a non-healthcare actor, develop effective and credible communication in the context of cosmetic surgery tourism? A qualitative exploration of Eurowings’ communication strategies in the context of cosmetic health travel
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This thesis explores how non-healthcare actors, such as airlines, can develop effective and communication strategies within the sensitive field of cosmetic surgery tourism. Utilizing grounded theory, the Gioia method, and qualitative interviews with former patients, the research
identifies four key communication dimensions: demonstrating operational credibility, crafting patient-centric messaging, leveraging social validation, and strategically defining the brand’s role and positioning. The findings suggest that credibility can be established by aligning
communication with patient expectations, transparently clarifying the airline’s role, and avoiding over-commercialization. This study contributes to both academic understanding and practical approaches for enhancing trust in cross-sector health tourism communication.
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Non-healthcare actors (Airlines) Credible communication strategies Health tourism Cross-sector challenges CEMS MIM