Effect of the Medical Tourism Servicescape on Commitment and Re-use Intention: Focusing on Chinese Medical Tourists

The purpose of this study is to analyze empirically how the servicescape in medical service affects commitment and revisit intention of medical tourists on Chinese medical tourists, who account for the largest portion of the nation’s medical tourists. Research is conducted to identify the perceived commitment of the healthcare consumer in the physical environment where the service is provided. This is to ensure that the services of the healthcare facility are properly provided to the health care consumer. In order to measure the medical facility servicescape, the scope of the servicescape was divided into ambient condition, layout, functionality, and artifacts. Through this process, we intend to examine medical service user’s commitment in the servicescape, the causal relationship between commitment and revisit intention, and analyze regulation’s effect on commitment. We examined theories based on prior research and social phenomena, and established hypotheses accordingly. Empirical analysis was also conducted. As a result, we observed how servicescape affects revisit intention, and commitment on servicescape has an additional effect on revisit intention. Here, research revealed commitment highly influences revisit intention. This shows it is important to use the servicescape in marketing to get medical tourists immersed in medical facilities.