Rethinking Fertility Tourism in Taiwan

Tourism is not only an industry but also a customer-centric organizational culture, one in which tourists seek satisfaction in being treated with respect, compassion, and empathy and, in return, they reward destinations with their loyalty and repeat visits. As a culture, tourism can therefore be adopted in service industries beyond the tourism sector itself, especially in the healthcare industry, where low customer satisfaction (in medical terms, poor patient experience) can detrimentally affect patients’ well-being. A top destination for medical tourism, Taiwan is renowned for its state-of-the-art technology, competitive facilities, affordable prices, and the high clinical success rate of its fertility treatments. Even so, the stressful journey of fertility treatments, during which the individual’s emotional state, together with her partner’s mental health, is believed to have a long-term impact on the sustainability of their partnership and their future family demands more than advanced, affordable treatments. In Taiwan, however, traditional culture often leads to the mental wellness of fertility tourists being neglected. For patients seeking healthcare across borders, recognizing their motivations and ensuring that providers and institutions demonstrate cultural competence are crucial for improving patient satisfaction and optimizing treatment outcomes. Given the importance of understanding fertility tourism and the psychological needs of tourists beyond physical treatments, this case examines the emotional experiences of individuals and couples who travel to Taiwan for fertility treatments.