The Determinants of Medical Tourism Intentions: Applying the Theory of Planned Behavior

Extending the theory of planned behavior model to explain people's behavioral intentions to follow China's AI generated content law

AI Generated Content Law was extensively promoted in 2023; hence, it is crucial to uncover factors influencing people's behavioral intentions to comply with the AI Generated Content Law. This study extends the theory of planned behavior to explore the factors influencing people to follow AI Generated Content Law in China. In addition to the factors in TPB model, such as one's attitudinal factors, normative factors, and perceived behavioral control, we add another factor-moral obligation to extend the theory of planned behavior model. We used convenient sampling and there were 712 effective samples. Using the statistical software Amos17.0, the result shows that attitude, subjective norms, perceived behavioral control and moral obligation all have positive effects on intentions to follow AI Generated Content Law.

Determinants of Bangladeshi patients' decision-making process and satisfaction toward medical tourism in India

Objectives

The aims are to explore the factors influencing Bangladeshi patients' decision-making process and their satisfaction level toward medical tourism in India.

Methods

The study used a quantitative research approach with a cross-sectional survey. Data were collected from the patients or their relatives (N = 388) who would have decided to travel to India for medical and treatment purposes at the Chittagong Indian visa center (IVAC). Data were collected using a structured, pre-tested, and facilitator-administered questionnaire, which mainly included the social demographic characteristics, health status, medical tourism information and medical tourism index. Hierarchical regression analysis was performed to explore the factors influencing their satisfaction level toward medical tourism in India.

Results

More than three-fourths of the participants had visited India for self-treatment. Of the participants, 14% were cardiology patients, and 13% suffered from cancer. The relatives were the key source of information regarding medical tourism for more than one-fourth of the respondents. India's availability of well-experienced doctors, hospital/medical facilities with high standards, well-trained doctors, reputable doctors, and quality treatments and medical materials were top-ranked items. Regression results depict that facility and services appeared as the strongest factor (β = 0.24, t = 4.71, p < 0.001) followed by tourism destination factor (β = 0.16, t = 3.11, p = 0.002), medical tourism costs factor (β = 0.16, t = 3.24, p = 0.001) and country environment factor (β = 0.15, t = 2.69, p = 0.007).

Conclusions

We found that the factor related to facility and services is one of the strongest predictors in our models. Therefore, home countries must strengthen the health care providers' advanced professional training, including service attitudes. Moreover, it is important to lessen the language barrier, reduce the airfare for medical tourists, and make the treatment cost more affordable for patients.

The Impact of Perceptions of Positive COVID-19 Information on Travel Motivation and Intention: Evidence From Chinese University Students

The COVID-19 pandemic has influenced the tourism industry in various ways, including tourists' travel motivations and intentions. Unlike previous studies that have focused on the dark side of the pandemic, this study adds the dimension of perceptions of positive information on COVID-19 to the Theory of Planned Behavior to explore their influence on travel motivation and intention. A total of 470 valid questionnaires were collected from a sample of Chinese university students. The results showed that the students' perceptions of positive COVID-19 information positively impacted their travel intentions through the variables of perceived behavioral control, travel attitudes, and travel motivations. Perceived behavioral control was the mediating variable that most explained the impact of perceptions of positive COVID-19 information on travel motivation and intention. This study contributes to the understanding of the influence of the COVID-19 pandemic on tourism and of university students' travel motivations and intentions. It also offers implications for the tourism industry to formulate relevant recovery strategies during and after the pandemic.

The role and importance of perceived risk in medical tourism. Applying the theory of planned behaviour

The main aim of the study was to investigate the role and importance of perceived risk in medical tourism (MT). The research demonstrates that the country of origin and an assessment of the respondents’ own health condition significantly moderates the impact of their attitudes on behavioral intention. The research shows a strong correlation between the risk perceived by the respondents and their attitudes towards MT services. This relationship is significantly moderated by risk awareness, aversion to risk and gender. Additionally, an important factor in the model is the level of satisfaction with medical services in their own country. The survey using a fully structured questionnaire was conducted among young consumers from Jordan, Poland and Turkey. To verify the hypotheses, a multiple regression model with interactions was used.

A Look at Collaborative Service Provision: Case for Cosmetic Surgery Medical Tourism at Korea for Chinese Patients

Consumers admiring the beauty standards of other countries are approaching cosmetic surgery medical tourism. This study examines the roles of hospitals and facilitating agents as the main entities of cosmetic surgery medical tourism. 334 Chinese patients who underwent cosmetic surgery in Korea were collected and structural equation modeling is used to analyze the data. The results show that a hospital’s service quality in terms of tangibles, assurance, and empathy affect customers’ attitudes toward medical tourism for cosmetic surgery, which in turn, influences satisfaction with medical tourism. More importantly, facilitating agents’ service quality moderates the effects of hospitals’ service quality dimensions on service satisfaction. Findings extend the existing literature on medical tourism by identifying the roles of hospitals and facilitating agents to enhance customers’ attitudes and satisfaction with respect to collaborative service provision. Moreover, this research provides the first empirical evidence for the facilitating agents’ role in determining satisfaction with medical tourism.

The Theory of Planned Behaviour in Medical Tourism: International Comparison in the Young Consumer Segment

The Theory of Planned Behaviour (TPB) assumes the possibility of predicting and explaining humans' behaviour by identifying their intentions. The intentions are shaped by three groups of factors: attitudes towards, social norms and perceived behavioural control over the behaviour. The aim of the research is to examine the applicability of the TPB in medical tourism and to check whether there are differences in predicting the intentions of medical tourists from different countries. The study covered potential medical tourists-521 young consumers from three regionally important markets in medical tourism services: Jordan, Poland and Turkey. The study used a research survey to collect data, which were analysed using the multiple regression and analysis of variance methods. The research showed that the TPB model can be used in medical tourism. The results also show that the consumers' country of origin is a significant factor when predicting their intention to use medical tourism services.