Title: The influence of perceived benefits, perceived sacrifices and perceived value on behavioural intention in the context of medical tourism

Authors: Alireza Habibi; Ahmad Azmi Mohd. Ariffin; Norzalita Abd. Aziz

Addresses: Graduate School of Business, UKM, Malaysia ' Graduate School of Business, UKM, Malaysia ' Graduate School of Business, UKM, Malaysia

Abstract: This study attempts to explain the relationships amongst perceived benefits, perceived sacrifices, perceived value and behavioural intention in the context of medical tourism. In this study, perceived benefits is represented by perceived medical quality (PMQ) and brand personality (BP) while perceived sacrifices by perceived fee (PF) and perceived risks (PR). A total of 157 international patients visiting Malaysian medical centres and hospitals were surveyed using structured questionnaires. The results revealed that perceived value is significantly related to behavioural intention in the context of medical tourism. The findings also indicated that significant relationships exist between both PMQ and perceived value, as well as between PR and perceived value with regards to both hospital and country. Interestingly, this study showed that the relationship between PF and perceived value was not significant. In overall, the findings of this study offer insights and inputs to enhance the marketability as well as positioning of both medical centres and respective countries as a world class medical tourism hub.

Keywords: medical tourism; behavioural intention; perceived value.

DOI: 10.1504/IJSEM.2018.097789

International Journal of Services, Economics and Management, 2018 Vol.9 No.3/4, pp.295 - 316

Received: 29 May 2018
Accepted: 09 Oct 2018

Published online: 06 Feb 2019 *

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