Revisit Intention Among Medical Tourists In Private Hospitals In Penang, Malaysia

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Date
2015
Authors
Lee, Ami
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Abstract
Globalization is promoting the growth of medical tourism industry. Many countries are involved in this industry to gain economic advantage. This industry has expanded so fast and the competition is becoming tense in this market place. Countries in the same region are competing for more market share in this industry. Medical tourism in Malaysia has grown more than 14 times in the past 10 years and Penang state is receiving more than half of the medical tourists. This study investigates the factors of medical tourists' revisit intention to private hospitals in Penang, Malaysia, based on the extended Theory of Planned Behavior (TPB) as a theoretical foundation. The convenience sampling method was applied where the self-administered questionnaire was distributed personally to medical tourists and retrieved on-site after completely filled in private hospitals in Penang. The collected data were analyzed by Smart Partial Least Square (PLS) and Statistical Package for Social Science (SPSS) softwares. There are 205 usable questionnaire data used for data analysis. The finding of the study indicated that perceived behavioral control, perceived value, and satisfaction influence medical tourists' revisit intention. Moreover, the findings supported that satisfaction has a mediation effect between the relationship of perceived service quality and revisit intention, perceived medical quality and revisit intention, and perceived value and revisit intention. Surprisingly, attitudes, subjective norms, perceived service quality, perceived medical quality, trust and hospital image direct effect to revisit intention was not significant. The respondents of this study were dominated by Indonesian medical tourists. Future studies should wider the respondent profiling to a different nationality, extend the study to wider sampling range, and study different variables. This study provides in-depth understanding of determination of medical tourists' revisit intention. The study results can be used to formulate marketing strategies for marketers from government or private settings to attract and retain more medical tourists' in order to gain more market share.
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Revisit Intention Among Medical Tourists , In Private Hospitals
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