Research Article
BibTex RIS Cite

The Relations between Motivational Factors and Behavioral Intentions of Medical Health Tourists

Year 2024, Volume: 26 Issue: 1, 246 - 259, 04.04.2024
https://doi.org/10.32709/akusosbil.1309877

Abstract

This study aims to determine the relationships between medical health tourists' perceptions of motivational factors and their behavioral intentions. In addition, it is aimed to redesign the health investments made with the existing medical technology in accordance with the medical health tourism trends and to develop motivational resources in this application process. The population of the study consists of international patients who have received medical health tourism services from health facilities operating in the province of Istanbul and holding a health tourism facility authorization certificate and who were reached through social media channels (Twitter, Instagram). The sample group consisted of 400 international medical tourists reached through the social media addresses (Twitter, Instagram) of health facilities operating in Istanbul and holding a health tourism facility authorization certificate. The data were collected through online survey technique. The total number of questionnaires evaluated and used in data analysis is 400. Accordingly, the overall average score of the motivational factors of medical health tourists is 3.94±0.58; the highest sub-dimension is "price affordability (4.39±0.75)" and the lowest sub-dimension is country knowledge and awareness (2.67±0.96). At the same time, looking at the evaluations of medical health tourists regarding their behavioral intentions, the general average score of behavioral intention was found to be 4.45±0.73. Based on the results of confirmatory factor analysis, it was revealed that there is a positive relationship between medical health tourists' motivational factors and their behavioral intentions at a high level and that medical health tourists' attitudes regarding their perceptions of motivational factors have a highly significant and positive effect on their attitudes regarding their behavioral intentions. This research has demonstrated that motivational factors can affect how a medical tourist perceives the image of the healthcare provider in the host country. First of all, since medical health tourism, which adds positive value to the economy, is an important preference criterion to be included in strategic plans, it is recommended that the government develop an effective policy in this direction. In addition, health investments in Türkiye with existing medical technology should be supported and redesigned in line with medical health tourism trends.

References

  • Abd Manaf, N.H., Hussin, H., Kassim, J.P.N., Alavi, R. and Dahari, Z. (2015). Country perspective on medical tourism: The Malaysian experience. Leadership in Health Services, 28(1), 43–56.
  • Aguila, G.M. and Ragot, R. (2014). Ecotourism industry in Ilijan Batangas City, Philippines: Assessing its effects as a basis of proposed tourism development plan. Quarterly Journal of Business Studies, 1(1), 24–35.
  • Aniza, I., Aidalina, M, Nirmalini, R, Inggit, M.C.H. and Ajeng, T.E. (2009). Health Tourısm in Malaysıa: The Strength and Weaknesses. Journal of Community Health, 15(1), 7-15.
  • Anvekar, S.R. (2012). Medical Tourism in India: A Strategic Approach towards Effective Branding For Health Care Services Marketing. American Journal of Management, 12(2/3), 108-116.
  • Aref, F. and Gill, S.S. (2009). Rural tourism development through rural cooperatives. Nature and Science, 7(10), 68–73.
  • Aslan, S. ve Aslan, Ö. (2016). Türkiye’de Sağlık Turizmine İlişkin Stratejiler ve Temel Çıkarımlar: Bireylerin Medikal Turizm Algıları Üzerine Bir Alan Araştırması. (1. Baskı). İstanbul: Form Baskı Teknolojileri.
  • BAKA (2011). Sağlık Turizmi Sektör Raporu. https://baka.ka.gov.tr/dokumanflipbook/saglik-turizmi-sektor-raporu/227. Erişim Tarihi: 5.09.2022.
  • Bhadu, S.S. (2011). Opportunities & Challenges of Medical and Health Tourism - Creating a Brand of Alternative Tourism in India. IJMT, 19(2), 32-41.
  • Bianchi, C., Milberg, S. and Cúneo, A. (2017). Understanding travelers’ intentions to visit a short versus long-haul emerging vacation destination: The case of Chile. Tourism Management, 59, 312–324.
  • Bookman, Z.M. and Bookman, R.K. (2007). Medical Tourism in Developing Countries. Palgrave Macmillan: New York.
  • Caballero-Danell, S. and Mugomba, C. (2007). Medical tourism and its entrepreneurial opportunities: A conceptual framework for entry into the industry. Master Thesis No. 2006.
  • Carrera, P. M. and Bridges, J. F. (2006). Globalization and healthcare: understanding health and medical tourism. Expert review of pharmacoeconomics & outcomes research, 6(4), 447-454.
  • Cham, T.H., Lim, Y.M., Sia, B.C., Cheah, J.H. and Ting, H. (2021). Medical tourism destination image and its relationship with the intention to revisit: A study of Chinese medical tourists in Malaysia. Journal of China Tourism Research, 17(2), 163-191.
  • Connell, J. (2013). Contemporary medical tourism: Conceptualisation, culture and commodification. Tourism management, 34, 1-13.
  • Crooks, V.A., Kingsbury, P., Snyder, j. and Johnston, R. (2010). What is known about the patient’s experience of medical tourism? A scoping review. BMC Health Services Research, 10, 266.
  • Crozier, G.K.D. and Baylis, F. (2010). The ethical physician encounters international medical travel. Journal of Medical Ethics, 36(5), 297–301.
  • Falk, L.K. and Prinsen, T.J. (2016). Decisions: Factors that Influence a Patient's Medical Tourism Choices. Quarterly Review of Business Disciplines, 3(3), 195-212.
  • Fetscherin, M. and Stephano, R.M. (2016). The medical tourism index: Scale development and validation. Tourism Management, 52, 539-556.
  • Frías, D.M., Rodriguez, M.A. and Castaneda, J.A. (2008). Internet vs. travel agencies on pre-visit destination image formation: An information processing view. Tourism Management, 29(1), 163–179.
  • Goffi, G. (2013). A model of tourism destination competitiveness: The case of the Italian destinations of excellence. Turismo y Sociedad, 14, 121–147.
  • Gray, H.H. and Poland S.C. (2008). Medical Tourism: Crossing Borders to Access Health Care. Kennedy Institute of Ethics Journal, 18 (2), 193-201.
  • Hall, C.M. (2011). Health and medical tourism: a kill or cure for global public health?. Tourism review, 66(1/2), 4-15.
  • Han, H. and Hyun, S.S. (2015). Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, 20–29.
  • Heung, V.C.S., Kucukusta, D. and Song, H. (2010). A Conceptual Model of Medical Tourism: Implications for Future Research. Journal of Travel & Tourism Marketing, 27(3), 236-251.
  • Jotikasthira, N. (2010). Salient Factors İnfluencing Medical Tourism Destination Choice (Doktora Tezi). Southern Cross University.
  • Jotikasthira, N. and Cox, C. (2010). Understanding the motivations, information search needs and destination choice criteria of the medical tourist. In: 8th APacCHRIE conference: Integrating hospitality and tourism in Asia and Pacific, Phuket, Thailand.
  • Kültür ve Turizm Bakanlığı Yatırım ve İşletmeler Genel Müdürlüğü (2023). Turizm Gelirleri ve Giderleri. https://yigm.ktb.gov.tr/TR-201116/turizm-gelirleri-ve-giderleri.html (Erişim Tarihi: 21.07.2022).
  • Lajevardi, M. (2016). A comprehensive perspective on medical tourism context and create a conceptual framework. Journal of Tourism and Hospitality, 5(5), 1-11.
  • Lam, C.C., du Cros, H., and Vong, T.N. (2011). Macao's potential for developing regional Chinese medical tourism. Tourism Review, 66(1/2), 68-82.
  • Lee, H.K. and Fernando, Y. (2015). The Antecedents and Outcomes of the Medical Tourism Supply Chain. Tourism Management, 46(Supplement C), 148–157.
  • Lunt, N., & Carrera, P. (2010). Medical tourism: assessing the evidence on treatment abroad. Maturitas, 66(1), 27-32.
  • Manaf, N.H.A., Hussin, H., Kassim, P.N.J., Alavi, R. and Dahari, Z. (2015). Country perspective on medical tourism: the Malaysian experience. Leadership in Health Services, 28(1), 43-56.
  • Marrocu, E. and Paci, R. (2013). Different tourists to different destinations. Evidence from spatial interaction models. Tourism Management, 39, 71–83.
  • Massidda, C. and Etzo, I. (2012). The determinants of Italian domestic tourism: A panel data analysis. Tourism Management, 33(3), 603–610.
  • Medical Tourism Association (2022). Medıical Tourism Statistics. https://hospitalcmq.com/medical-tourism/statistics/ (Erişim Tarihi: 19.07.2022).
  • Mee, L.Y., Huei, C.T. and Chuan, S.B. (2018). Medical Tourists‘ Behavioral Intention in relation to Motivational Factors and Perceived Image of the Service Providers. International Academic Journal of Organizational Behavior and Human Resource Management, 5(3), 1-16.
  • Pasadilla, G., Skidmore, R. and Diallo, A. (2014). Medical and wellness tourism: Lessons from Asia. International Trade Centre, 14, 1-28.
  • Ryu, K. and Han, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: Moderating role of perceived price. Journal of Hospitality & Tourism Research, 34(3), 310–329.
  • Sangpikul, A. (2018). The effects of travel experience dimensions on tourist satisfaction and destination loyalty: The case of an island destination. International Journal of Culture, Tourism and Hospitality Research, 12(1), 106–123.
  • Sarwar, A., A., Manaf, N.A. and Omar, A. (2012). Medical Tourist’s Perception in Selecting their Destination: A Global Perspective. Iranian J Publ Health, 41(8), 1-7.
  • SATURK (2022). Dünyada Sağlık Turizmi. https://shgmturizmdb.saglik.gov.tr/Eklenti/10945/0/03pdf.pdf (Erişim Tarihi: 19.07.2022).
  • Shani, A., Chen, P.J., Wang, Y. and Hua, N. (2010). Testing the impact of a promotional video on destination image change: Application of China as a tourism destination. International Journal of Tourism Research, 12(2), 116–133.
  • Smith, P.C. and Forgione, D.A. (2007). Global outsourcing of healthcare: a medical tourism decision model. Journal of Information Technology Case and Application Research, 9(3), 19-30.
  • T.C. Kültür ve Turizm Bakanlığı (2023). Sağlık ve Termal Turizmi Tanımı. https://yigm.ktb.gov.tr/TR-11492/saglik-ve-termal-turizmi-tanimi.html%20(Eri%C5%9Fim (Erişim Tarihi: 22.02.2023).
  • T.C. Sağlık Bakanlığı Sağlık Turizmi El Kitabı (2012). Sağlık Turizmi El Kitabı 2012. https://shgmturizmdb.saglik.gov.tr/TR,1117/saglik-turizmi-el-kitabi-2012.html (Erişim Tarihi: 10.01.2023).
  • Tengilimoğlu, D. (2013). Sağlık Turizmi: Tedavi Amaçlı Turizm ve Termal Turizmde Sorunlar ve Çözüm Önerileri. Hastane Dergisi, 34(90-96), 51-72.
  • World Tourism Organization (2018). Exploring health tourism. https://www.unwto.org/global/publication/exploring-health-tourism Erişim Tarihi: 10.08.2022.

Medikal Sağlık Turistlerinin Motivasyonel Faktörleri ile Davranışsal Niyetleri Arasındaki İlişkiler

Year 2024, Volume: 26 Issue: 1, 246 - 259, 04.04.2024
https://doi.org/10.32709/akusosbil.1309877

Abstract

Bu araştırma ile medikal sağlık turistlerinin motivasyonel faktörlere yönelik algıları ile davranışsal niyetleri arasındaki ilişkilerin tespit edilmesi amaçlanmıştır. Bunun yanı sıra mevcut tıp teknolojisi ile yapılmakta olan sağlık yatırımlarının medikal sağlık turizmi trendlerine uygun olarak yeniden tasarlanması ve bu uygulama sürecinde motivasyon kaynaklarının geliştirilmesi hedeflenmiştir. Araştırmanın evrenini İstanbul ilinde faaliyet gösteren ve sağlık turizmi tesis yetki belgesine sahip sağlık tesislerinden medikal sağlık turizmi hizmeti almış olan ve sosyal medya kanalıyla (Twitter, Instagram) ulaşılan uluslararası hastalar oluşturmaktadır. Örneklem grubunu ise İstanbul ilinde faaliyet gösteren ve sağlık turizmi tesis yetki belgesine sahip sağlık tesislerinin sosyal medya adreslerinden (Twitter, Instagram) ulaşılan 400 uluslararası medikal turist oluşturmuştur. Araştırmanın verileri Google formlar üzerinden oluşturulan online anket tekniği ile elde edilmiştir. Toplamda 400 adet anket üzerinden analizler yapılmıştır. Buna göre, medikal sağlık turistlerinin motivasyonel faktörlerinin genel ortalama puanı 3,94±0,58; en yüksek alt boyut "fiyat uygunluğu (4,39±0,75)", en düşük alt boyut ise ülke bilgisi ve farkındalığıdır (2,67±0,96). Aynı zamanda medikal sağlık turistlerinin davranışsal niyetlerine ilişkin değerlendirmelerine bakıldığında davranışsal niyet genel ortalama puanı 4,45±0,73 bulunmuştur. Doğrulayıcı faktör analizi sonuçlarına göre medikal sağlık turistlerinin motivasyonel faktörleri ile davranışsal niyetleri arasında yüksek düzey pozitif yönlü bir ilişki olduğu ve medikal sağlık turistlerinin motivasyonel faktörlerine yönelik algılarının, onların davranışsal niyetlerine yönelik tutumlarını istatistiksel olarak anlamlı düzeyde ve pozitif yönde etkilediği tespit edilmiştir. Bu araştırma, motivasyonel faktörlerin bir medikal sağlık turistinin ev sahibi ülkedeki bir sağlık hizmet sunucusunun imajını nasıl algıladığını etkileyebileceğini ortaya koymuştur. Öncelikle ekonomiye pozitif değer katan medikal sağlık turizminin stratejik planlarda yer alması önemli bir tercih kriteri olduğundan, bu yönde hükümetin etkin bir politika geliştirmesi önerilmektedir. Ayrıca Türkiye'de mevcut tıbbi teknoloji ile yapılmakta olan sağlık yatırımlarının desteklenmesi ve medikal sağlık turizmi trendlerine uygun olarak yeniden tasarlanması gerekmektedir.

References

  • Abd Manaf, N.H., Hussin, H., Kassim, J.P.N., Alavi, R. and Dahari, Z. (2015). Country perspective on medical tourism: The Malaysian experience. Leadership in Health Services, 28(1), 43–56.
  • Aguila, G.M. and Ragot, R. (2014). Ecotourism industry in Ilijan Batangas City, Philippines: Assessing its effects as a basis of proposed tourism development plan. Quarterly Journal of Business Studies, 1(1), 24–35.
  • Aniza, I., Aidalina, M, Nirmalini, R, Inggit, M.C.H. and Ajeng, T.E. (2009). Health Tourısm in Malaysıa: The Strength and Weaknesses. Journal of Community Health, 15(1), 7-15.
  • Anvekar, S.R. (2012). Medical Tourism in India: A Strategic Approach towards Effective Branding For Health Care Services Marketing. American Journal of Management, 12(2/3), 108-116.
  • Aref, F. and Gill, S.S. (2009). Rural tourism development through rural cooperatives. Nature and Science, 7(10), 68–73.
  • Aslan, S. ve Aslan, Ö. (2016). Türkiye’de Sağlık Turizmine İlişkin Stratejiler ve Temel Çıkarımlar: Bireylerin Medikal Turizm Algıları Üzerine Bir Alan Araştırması. (1. Baskı). İstanbul: Form Baskı Teknolojileri.
  • BAKA (2011). Sağlık Turizmi Sektör Raporu. https://baka.ka.gov.tr/dokumanflipbook/saglik-turizmi-sektor-raporu/227. Erişim Tarihi: 5.09.2022.
  • Bhadu, S.S. (2011). Opportunities & Challenges of Medical and Health Tourism - Creating a Brand of Alternative Tourism in India. IJMT, 19(2), 32-41.
  • Bianchi, C., Milberg, S. and Cúneo, A. (2017). Understanding travelers’ intentions to visit a short versus long-haul emerging vacation destination: The case of Chile. Tourism Management, 59, 312–324.
  • Bookman, Z.M. and Bookman, R.K. (2007). Medical Tourism in Developing Countries. Palgrave Macmillan: New York.
  • Caballero-Danell, S. and Mugomba, C. (2007). Medical tourism and its entrepreneurial opportunities: A conceptual framework for entry into the industry. Master Thesis No. 2006.
  • Carrera, P. M. and Bridges, J. F. (2006). Globalization and healthcare: understanding health and medical tourism. Expert review of pharmacoeconomics & outcomes research, 6(4), 447-454.
  • Cham, T.H., Lim, Y.M., Sia, B.C., Cheah, J.H. and Ting, H. (2021). Medical tourism destination image and its relationship with the intention to revisit: A study of Chinese medical tourists in Malaysia. Journal of China Tourism Research, 17(2), 163-191.
  • Connell, J. (2013). Contemporary medical tourism: Conceptualisation, culture and commodification. Tourism management, 34, 1-13.
  • Crooks, V.A., Kingsbury, P., Snyder, j. and Johnston, R. (2010). What is known about the patient’s experience of medical tourism? A scoping review. BMC Health Services Research, 10, 266.
  • Crozier, G.K.D. and Baylis, F. (2010). The ethical physician encounters international medical travel. Journal of Medical Ethics, 36(5), 297–301.
  • Falk, L.K. and Prinsen, T.J. (2016). Decisions: Factors that Influence a Patient's Medical Tourism Choices. Quarterly Review of Business Disciplines, 3(3), 195-212.
  • Fetscherin, M. and Stephano, R.M. (2016). The medical tourism index: Scale development and validation. Tourism Management, 52, 539-556.
  • Frías, D.M., Rodriguez, M.A. and Castaneda, J.A. (2008). Internet vs. travel agencies on pre-visit destination image formation: An information processing view. Tourism Management, 29(1), 163–179.
  • Goffi, G. (2013). A model of tourism destination competitiveness: The case of the Italian destinations of excellence. Turismo y Sociedad, 14, 121–147.
  • Gray, H.H. and Poland S.C. (2008). Medical Tourism: Crossing Borders to Access Health Care. Kennedy Institute of Ethics Journal, 18 (2), 193-201.
  • Hall, C.M. (2011). Health and medical tourism: a kill or cure for global public health?. Tourism review, 66(1/2), 4-15.
  • Han, H. and Hyun, S.S. (2015). Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, 20–29.
  • Heung, V.C.S., Kucukusta, D. and Song, H. (2010). A Conceptual Model of Medical Tourism: Implications for Future Research. Journal of Travel & Tourism Marketing, 27(3), 236-251.
  • Jotikasthira, N. (2010). Salient Factors İnfluencing Medical Tourism Destination Choice (Doktora Tezi). Southern Cross University.
  • Jotikasthira, N. and Cox, C. (2010). Understanding the motivations, information search needs and destination choice criteria of the medical tourist. In: 8th APacCHRIE conference: Integrating hospitality and tourism in Asia and Pacific, Phuket, Thailand.
  • Kültür ve Turizm Bakanlığı Yatırım ve İşletmeler Genel Müdürlüğü (2023). Turizm Gelirleri ve Giderleri. https://yigm.ktb.gov.tr/TR-201116/turizm-gelirleri-ve-giderleri.html (Erişim Tarihi: 21.07.2022).
  • Lajevardi, M. (2016). A comprehensive perspective on medical tourism context and create a conceptual framework. Journal of Tourism and Hospitality, 5(5), 1-11.
  • Lam, C.C., du Cros, H., and Vong, T.N. (2011). Macao's potential for developing regional Chinese medical tourism. Tourism Review, 66(1/2), 68-82.
  • Lee, H.K. and Fernando, Y. (2015). The Antecedents and Outcomes of the Medical Tourism Supply Chain. Tourism Management, 46(Supplement C), 148–157.
  • Lunt, N., & Carrera, P. (2010). Medical tourism: assessing the evidence on treatment abroad. Maturitas, 66(1), 27-32.
  • Manaf, N.H.A., Hussin, H., Kassim, P.N.J., Alavi, R. and Dahari, Z. (2015). Country perspective on medical tourism: the Malaysian experience. Leadership in Health Services, 28(1), 43-56.
  • Marrocu, E. and Paci, R. (2013). Different tourists to different destinations. Evidence from spatial interaction models. Tourism Management, 39, 71–83.
  • Massidda, C. and Etzo, I. (2012). The determinants of Italian domestic tourism: A panel data analysis. Tourism Management, 33(3), 603–610.
  • Medical Tourism Association (2022). Medıical Tourism Statistics. https://hospitalcmq.com/medical-tourism/statistics/ (Erişim Tarihi: 19.07.2022).
  • Mee, L.Y., Huei, C.T. and Chuan, S.B. (2018). Medical Tourists‘ Behavioral Intention in relation to Motivational Factors and Perceived Image of the Service Providers. International Academic Journal of Organizational Behavior and Human Resource Management, 5(3), 1-16.
  • Pasadilla, G., Skidmore, R. and Diallo, A. (2014). Medical and wellness tourism: Lessons from Asia. International Trade Centre, 14, 1-28.
  • Ryu, K. and Han, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: Moderating role of perceived price. Journal of Hospitality & Tourism Research, 34(3), 310–329.
  • Sangpikul, A. (2018). The effects of travel experience dimensions on tourist satisfaction and destination loyalty: The case of an island destination. International Journal of Culture, Tourism and Hospitality Research, 12(1), 106–123.
  • Sarwar, A., A., Manaf, N.A. and Omar, A. (2012). Medical Tourist’s Perception in Selecting their Destination: A Global Perspective. Iranian J Publ Health, 41(8), 1-7.
  • SATURK (2022). Dünyada Sağlık Turizmi. https://shgmturizmdb.saglik.gov.tr/Eklenti/10945/0/03pdf.pdf (Erişim Tarihi: 19.07.2022).
  • Shani, A., Chen, P.J., Wang, Y. and Hua, N. (2010). Testing the impact of a promotional video on destination image change: Application of China as a tourism destination. International Journal of Tourism Research, 12(2), 116–133.
  • Smith, P.C. and Forgione, D.A. (2007). Global outsourcing of healthcare: a medical tourism decision model. Journal of Information Technology Case and Application Research, 9(3), 19-30.
  • T.C. Kültür ve Turizm Bakanlığı (2023). Sağlık ve Termal Turizmi Tanımı. https://yigm.ktb.gov.tr/TR-11492/saglik-ve-termal-turizmi-tanimi.html%20(Eri%C5%9Fim (Erişim Tarihi: 22.02.2023).
  • T.C. Sağlık Bakanlığı Sağlık Turizmi El Kitabı (2012). Sağlık Turizmi El Kitabı 2012. https://shgmturizmdb.saglik.gov.tr/TR,1117/saglik-turizmi-el-kitabi-2012.html (Erişim Tarihi: 10.01.2023).
  • Tengilimoğlu, D. (2013). Sağlık Turizmi: Tedavi Amaçlı Turizm ve Termal Turizmde Sorunlar ve Çözüm Önerileri. Hastane Dergisi, 34(90-96), 51-72.
  • World Tourism Organization (2018). Exploring health tourism. https://www.unwto.org/global/publication/exploring-health-tourism Erişim Tarihi: 10.08.2022.
There are 47 citations in total.

Details

Primary Language English
Subjects Health Management, Organisational Behaviour
Journal Section Economics and Administrative Sciences
Authors

Tekin Sancar 0000-0002-5277-3449

Publication Date April 4, 2024
Submission Date June 5, 2023
Published in Issue Year 2024 Volume: 26 Issue: 1

Cite

APA Sancar, T. (2024). The Relations between Motivational Factors and Behavioral Intentions of Medical Health Tourists. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 26(1), 246-259. https://doi.org/10.32709/akusosbil.1309877

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.


Please Click for all Issues of the Journal.