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This chapter looks into the medical tourism phenomenon is China. It takes a strategic approach to three prominent tourism cities in China. The chapter describes a strategy for a three-step branding model for the medical tourism market. Global business travel spending is expected to expand in the next several years with China leading the charge. According to the 2013 Global Business Travel Association study sponsored by Visa, Inc. Beijing, Shanghai, and Sanya are dispersed across the mainland, in Northeastern China, Southeastern China, and South China, all having achieved worldwide recognition. Beijing and Shanghai have started building medical teams, launching associations and developing related support systems. In the healthcare sector, Sanya is a perfect place to develop wellness/health tourism, such as counseling, meditation, SPA, recuperation therapy, and physical check-ups. Quality control is probably at the core of China's medical tourism ambitions, whether it is the quality of medical treatment or quality of tourism arrangements.

The role of franchising for business growth, job creation, and economic development has been widely recognized around the world. To our knowledge, however, no research has been conducted to investigate franchise practices in Iran. The purpose of this study was to investigate franchisor franchisee relationship and franchisees’ buying behavior using structural equation modeling, in Tehran Province. The findings supported that system quality and environment were influential factors for franchise purchase intentions. While, several franchising benefits were supported, unmet needs were evident with respect to franchisor support services and marketing as promised by franchisors. The results of this research provide a framework for improving relationship between the Iranian franchisors and franchisees in order to attain a more sustainable and cooperative partnership.