HEALTHCARE SERVICE QUALITY AND MEDICAL TOURISM: THE MODERATING ROLE OF DESTINATION DISTINCTIVENESS IN THAI OUTBOUND INTENTIONS
DOI:
https://doi.org/10.14456/aamr.2025.40Keywords:
Medical Tourism, Healthcare Service Quality, Behavioral Intentions, Destination Distinctiveness, ThailandAbstract
This study examines the drivers of outbound medical tourism from Thailand, specifically investigating the impact of healthcare service quality (Healthqual) on Thai patients' behavioral intentions to seek treatment abroad. The study also explores the moderating influence of destination distinctiveness on this relationship. Survey data were collected from 468 Thai medical tourists who had received non-emergency treatments overseas, and analyzed using structural equation modeling (SEM). The results indicate that Healthqual—encompassing empathy, tangibles, safety, and efficiency—positively influences outbound medical tourism intentions. Notably, destination distinctiveness moderates this relationship, suggesting its crucial role in tourists' choices. The findings underscore the need for Thai healthcare providers to enhance their service offerings and consider the factors influencing destination choice to compete effectively with international medical tourism destinations. The results aim to reduce the economic outflow associated with Thai patients seeking medical care overseas.
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