Antecedents of Behavioral Intentions of Medical Tourists: An Empirical Evidence from National Capital Region, India

Antecedents of Behavioral Intentions of Medical Tourists: An Empirical Evidence from National Capital Region, India

Medical tourism, one of the most advancing tourism sectors in the world, is a culmination of tourism and medical treatment. India is one of the leading destinations in terms of highquality of affordable medical care. Grounded on the multi-attribute framework, the current paper aims to identify and understand the antecedents of behavioral intentions of medical tourists visiting the National Capital Region (NCR), India and test a model establishing structural relationships between them. Data was collected from 178 respondents through a self-administered questionnaire and Partial Least Square Structural Equation Modelling (PLS-SEM) was used to analyze the structural relationships. The results reveal significant positive relationships between perceived service quality, perceived value, satisfaction, and behavioral intentions of medical tourists, thereby affirming a multi-attribute framework. The findings shed light on the behavioral aspects of medical tourists which are of utmost importance to healthcare managers, policymakers, and researchers in the field of medical tourism. Based on the analysis, healthcare managers will be able to articulate effective strategies to satisfy and retain existing medical tourists and attract potential ones by enhancing their perceptions of the quality and value sought.