Medical Tourists’ Behavioral Intention in Relation to Motivational Factors and Perceived Image of the Service Providers

Lim, Y.M, Cham, T.H, Sia, B.C. (2018). Medical Tourists’ Behavioral Intention in relation to Motivational Factors and Perceived Image of the Service Providers, International Academic Journal of Organizational Behavior and Human Resource Management, 5(3), 1-16

16 Pages Posted: 16 Aug 2018

See all articles by Lim Yet Mee

Lim Yet Mee

Tunku Abdul Rahman University (UTAR)

Tat Huei Cham

Universiti Tunku Abdul Rahman (UTAR)

Sia Bee Chuan

Tunku Abdul Rahman University (UTAR)

Date Written: August 3, 2018

Abstract

Medical tourism, where patients travel away from home to seek medical treatments, has grown rapidly over the past decade. Its rapid growth has attracted the attention of both the public and private sectors- the government and hospitals. The growth of medical tourism has led to the rising number of countries getting involved in this promising industry, which has become more competitive than ever. Hence, identifying the motivational factors is critically needed to understand and attract prospective international patients. Previous literature on tourism has indicated that motivational factors can influence the way how a tourist perceives the image of a service firm in the host country. This study aims to examine the relationships between motivational factors and hospital image, and to what extent hospital image is associated with medical tourists’ behavioral intention. Data were collected and analyzed using structural equation modeling based on a sample size of 322 respondents. Results of this study show that the motivational factors are significantly related to hospital image, which in turn, positively related to medical tourists’ behavioral intention. Implications of the findings on policy making and marketing strategy development in the medical tourism industry are discussed.

Keywords: Motivation Factors, Hospital Image, Behavioral Intention, Medical Tourism

Suggested Citation

Yet Mee, Lim and Cham, Tat Huei and Chuan, Sia Bee, Medical Tourists’ Behavioral Intention in Relation to Motivational Factors and Perceived Image of the Service Providers (August 3, 2018). Lim, Y.M, Cham, T.H, Sia, B.C. (2018). Medical Tourists’ Behavioral Intention in relation to Motivational Factors and Perceived Image of the Service Providers, International Academic Journal of Organizational Behavior and Human Resource Management, 5(3), 1-16. Available at SSRN: https://ssrn.com/abstract=3225583

Lim Yet Mee

Tunku Abdul Rahman University (UTAR) ( email )

Sungai Long Campus Lot PT 21144
Bandar Sg. Long, Cheras, Selangor D.E.,
Bandar Sungai Long, 43000
Malaysia

Tat Huei Cham (Contact Author)

Universiti Tunku Abdul Rahman (UTAR) ( email )

Sungai Long Campus Lot PT 21144
Bandar Sg. Long, Cheras, Selangor D.E.,
Bandar Sungai Long, 43000
Malaysia

Sia Bee Chuan

Tunku Abdul Rahman University (UTAR)

Sungai Long Campus Lot PT 21144
Bandar Sg. Long, Cheras, Selangor D.E.,
Bandar Sungai Long, 43000
Malaysia

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