Mexico's medical tourism healthcare service quality: a content analysis of international patients' online testimonials
by Michael Guiry; Audra Morgan
International Journal of Leisure and Tourism Marketing (IJLTM), Vol. 7, No. 2, 2021

Abstract: This research analyses medical tourists' perceptions of Mexico's medical tourism healthcare service quality. A content analysis of international cosmetic surgery patients' online testimonials from a medical tourism facilitator's website shows that medical tourists have distinct perceptions of Mexico's medical tourism healthcare service quality, with the HEALTHQUAL dimensions safety and empathy being mentioned most frequently. Healthcare service quality perceptions varied depending on the testimonial format (handwritten versus typed), whether a post-procedure photo was included with the testimonial, gender, type of cosmetic surgery procedure received, whether hospital satisfaction was explicitly expressed by medical tourists and if medical staff were referred to in the testimonials. Marketing communication implications of the results are discussed, including using safety and empathy cues to reduce the perceived risk and uncertainty associated with traveling abroad for medical care. Future research ideas are also submitted.

Online publication date: Wed, 31-Mar-2021

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