Health tourism: An exploratory study on motivation, satisfaction and consumption behavior of health tourists in Malaysian private hospitals

Doshi, Dharmesh R (2008) Health tourism: An exploratory study on motivation, satisfaction and consumption behavior of health tourists in Malaysian private hospitals. Masters thesis, University of Malaya.

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The growth of health tourism in the South East Asian region has prompted many countries to develop their healthcare services to meet this surging demand. Malaysia, a more recent player in the health tourism industry, is priming to become a health tourism hub in the region. Although many theories on the potential of health tourism in Malaysia have been reported in the general media, there is a lack of adequate empirical evidence on the subject. This exploratory research paper sets out to study the underlying attributes of health tourism by looking at the basics – Motivation, Satisfaction and Consumption. A study was carried out at various private hospitals located around Kuala Lumpur and Selangor (Klang Valley area) in Malaysia with a sample size of 121 health tourists. The main motivation factors are Value for Money, Reputation, Medical Services, Cultural Similarity, Distance, and Travel Attractions, in order of declining importance. Satisfaction levels were found for various measures for key dimensions such as Doctors/Physicians, Nurses, Hospital Atmosphere, Hospital Facilities, and Hospital Services. Surprisingly for consumption, the average expenditure of a health tourist to Malaysia is RM 20,818 (~US$ 6,130), almost ten-fold higher than the average tourist spending figure of RM 1,942 (~US$ 571) from Tourism Malaysia. The typical profile of a health tourist to Malaysia is female, middle-aged, and travels with family members. The main health services sought by international health tourists are specialised medical treatment, cosmetic procedures, general surgical procedures and medical check-ups. Empirically measuring health tourist motivation, satisfaction and consumption in a localised setting can pave ways for hospital managers to improve the management of health tourists. Simultaneously, the findings can be used by hospitals and tourism boards alike to develop successful marketing strategies that further promote Malaysia as an attractive health tourism destination. Further exploration is required in the area of health tourist satisfaction and spending behaviour.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Health tourism, Private hospitals-Malaysia, Motivation, Satisfaction & Consumption, Kuala Lumpur, Selangor (Klang Valley area)
Subjects: H Social Sciences > H Social Sciences (General)
Date Deposited: 23 Jul 2013 03:59
Last Modified: 23 Jul 2013 03:59

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