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Image of Poland as perceived by German and British medical tourists

Diana Dryglas (Department of General Geology and Geotourism, AGH University of Science and Technology, Krakow, Poland)
Adrian Lubowiecki-Vikuk (Department of Consumer Behaviour Research, Warsaw School of Economics College of Management and Finance, Warsaw, Poland)

Tourism Review

ISSN: 1660-5373

Article publication date: 13 September 2019

Issue publication date: 18 September 2019

Abstract

Purpose

The purpose of this paper is to identify Poland’s image as a medical tourism destination (MTD).

Design/methodology/approach

Survey data were collected from 282 German and British medical tourists, using a self-administered questionnaire. The Computer-Assisted Web Interviewing method was used to conduct the survey. Subsequently, the responses were analysed using advanced statistical tools (McNemar’s exact test, Cochran’s Q test and Chi-square test).

Findings

Before visiting Poland, the respondents perceived the country through the prism of medical attributes, whereas after the visit, they perceived it through the prism of non-medical attributes.

Research limitations/implications

Identification of a set of MTD image characteristics has important implications for scholars, allowing them to understand attributes which shape projected and perceived MTD image. Such construct can also be a useful tool for marketing planners, destination managers and marketers to create an effective marketing policy and projected image of MTDs based on these features.

Originality/value

The study fills an important gap regarding the lack of conceptual and empirical content allowing for exploration of MTD image.

Keywords

Citation

Dryglas, D. and Lubowiecki-Vikuk, A. (2019), "Image of Poland as perceived by German and British medical tourists", Tourism Review, Vol. 74 No. 4, pp. 861-871. https://doi.org/10.1108/TR-07-2018-0105

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited