Medical tourist perceptions of hospitality across cultures

Abstract

Purpose

This study aims to explore how the treatment, well-being and satisfaction of health tourists are affected by what is characterized as the hospitality culture of health care.

Design/methodology/approach

A qualitative research design focusing on in-depth semi-structured interviews was conducted with 28 Omani health tourists who visited Iran and received health-care services. Data were analyzed thematically using ATLAS.ti software.

Findings

The results revealed that a caring health professional is essential for patient healing and well-being. Cultural congruence is enhanced through effective communication between patients and health-care service providers. Additionally, a hospitality-certified workforce is essential for customer satisfaction and overall well-being. Finally, a hospitality-style approach and home-like atmosphere improve patient rehabilitation and performance.

Research limitations/implications

The study’s exclusive focus on Omani health tourists necessitates caution in generalizing findings. Future research could encompass more diverse populations and inclusive samples to broaden applicability.

Practical implications

The study highlights the key role of hospitality culture in the health-care sector, emphasizing the significance of building a culturally sensitive and hospitable environment to improve patient satisfaction and overall well-being. This includes the creation of welcoming environments and customized health-care experiences congruent with patients’ cultural values and beliefs.

Originality/value

The study emphasizes the crucial role of hospitality culture in health tourism and the potential to create a culture of care and respect in health-care settings, addressing patients’ holistic needs beyond physical amenities and enriching the patient experience. It also applies Leininger’s Culture Care Theory to hospitality, providing a novel viewpoint on culturally congruent, safe and meaningful care for health tourists.

Citation

Ghaderi, Z., King, B.E.M. and Makian, S. (2024), "Medical tourist perceptions of hospitality across cultures", Consumer Behavior in Tourism and Hospitality, Vol. 19 No. 3, pp. 422-436. https://doi.org/10.1108/CBTH-10-2023-0183