Fulfilling dreams or facing reality? M.I.T. Tour Service Co.’s strategic decision on overseas holiday dialysis

Abstract After completion of this case study, the students will be able to: 1. Use strategic analysis tools, such as strength, weakness, opportunity and threat analysis and stakeholder matrices, to assess the feasibility of entering a high-risk niche tourism market. 2. Analyze financial data by calculating break-even points and performing sensitivity analysis to evaluate profitability and risk associated with service innovation. 3. Identify and manage stakeholder expectations, acknowledging how the varying interests of patients, families, employees and management influence strategic decisions in socially sensitive markets. 4. Examine the relationship between business ethics and corporate strategy, illustrating how social responsibility can impact managerial decision-making. Case overview/synopsis In March 2023, Mr Liu Pang-Chung, founder and General Manager of M.I.T. Tour Service Co., faced an unprecedented challenge when a long-term corporate client requested an overseas holiday tour for a family member on regular hemodialysis. While his company had successfully built a strong reputation for customized corporate incentives and “healthy active aging” tours under its Rui Travel brand, this new request pushed the team into the highly unfamiliar territory of “holiday dialysis” – a niche market where tourism, health care and high medical risk intersect. The business context of this case is set in Taiwan, an emerging market characterized by a rapidly aging population and the world’s highest dialysis prevalence, with over 90,000 individuals undergoing treatment (approximately 1 in every 650 residents). While this presents a potentially massive latent demand, executing outbound holiday dialysis is fraught with structural challenges. Unlike ordinary senior tours, this product requires intricate cross-border coordination with medical institutions in Japan and Southeast Asia, the arrangement of professional nurse escorts, the translation of detailed medical records and the implementation of strict safety protocols. This case places students in Mr Liu’s shoes in early 2023 as he evaluates whether entering this resource-intensive, high-risk niche aligns with the company’s strategic direction. Students are challenged to navigate a series of complex managerial trade-offs: balancing limited financial viability with profound corporate social responsibility, weighing operational feasibility against a strict duty of care and determining how to reconcile business interests with the opportunity to help vulnerable patients fulfill their lifelong travel dreams. Complexity academic level This case is designed for upper-level undergraduate, postgraduate and executive/industry training audiences in strategic management, tourism and hospitality, business ethics and related fields. Subject Code CSS 12: Tourism and Hospitality.