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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Keywords
Revisit Intention Among Medical Tourists , In Private Hospitals