To read this content please select one of the options below:

Outbound medical tourism experience, satisfaction and loyalty: lesson from a developing country

Md. Shahed Mahmud (Department of Management, Mawlana Bhashani Science and Technology University, Tangail, Bangladesh)
Md. Mahbubar Rahman (Department of Marketing, University of Rajshahi, Rajshahi, Bangladesh)
Reshma Pervin Lima (Department of Accounting, Mawlana Bhashani Science and Technology University, Tangail, Bangladesh)
Esmat Jahan Annie (Department of Business Administration, Mawlana Bhashani Science and Technology University, Tangail, Bangladesh)

Journal of Hospitality and Tourism Insights

ISSN: 2514-9792

Article publication date: 28 September 2020

Issue publication date: 2 November 2021

627

Abstract

Purpose

The objective of the study is to measure outbound medical tourists' satisfaction and loyalty based on medical tourists' experience from a developing country's perspective.

Design/methodology/approach

The medical tourists taken medical services from India constituted the population of this study. By applying a purposive and snowball sampling techniques, samples were selected. Based on the expectation confirmation theory (ECT) and a modified medical tourism experience model, this study empirically analyzed the research hypotheses by applying the partial least square–structural equation modeling (PLS–SEM) technique.

Findings

The empirical result revealed that the experience of service quality, medical tourism infrastructure and experience of medical tourism expenses has a direct impact on medical tourists' satisfaction. Furthermore, destination appeal and culture has a significant moderating effect on the relationship between medical tourists' satisfaction and destination loyalty. Multigroup analysis (MGA) was performed to examine group differences of the model. The MGA results revealed that, based on age, the research model remains undifferentiated between groups. In contrast, based on income, the only relationship, medical tourism infrastructure and medical tourists' satisfaction significantly differ between groups, while others remain identical from each other.

Practical implications

The study results will contribute both theoretically and practically. Theoretically, the study will be a helpful instrument to figure out medical tourists' behavior through the lens of ECT in a developing country’s perspective. Furthermore, practically this study results will assist policymakers and practitioners of medical tourism in formulating strategies and making future decisions effectively.

Originality/value

The study has uniqueness in two aspects. First, the study empirically revealed Bangladeshi medical tourists' experience and behavioral intention to Indian medical tourism destinations. Second, the study’s findings exposed quantifiable insights into the Bangladesh–India medical tourism phenomenon.

Keywords

Acknowledgements

The authors are grateful to the Editor(s), and anonymous reviewers of the journal for their extremely useful suggestions to improve the quality of the paper.

Citation

Mahmud, M.S., Rahman, M.M., Lima, R.P. and Annie, E.J. (2021), "Outbound medical tourism experience, satisfaction and loyalty: lesson from a developing country", Journal of Hospitality and Tourism Insights, Vol. 4 No. 5, pp. 545-564. https://doi.org/10.1108/JHTI-06-2020-0094

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles