Investigating international tourists’ behavioural intention for medical tourism in Malaysia: the influence of destination trust, threat and coping appraisals

Seow, Ai Na (2023) Investigating international tourists’ behavioural intention for medical tourism in Malaysia: the influence of destination trust, threat and coping appraisals. PhD thesis, UTAR.

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Abstract

This study aims to understand international tourists' behavioural intention for medical tourism in Malaysia. A theoretical model from Protection Motivation Theory (PMT), consisting of the components of threat appraisal and coping appraisal, was applied to the study. Destination trust is included as a mediating role to study international tourists' perceptions. A quantitative survey method was used to collect data from 1,001 international tourists at the international airports in Malaysia. Structural Equation Modelling (SEM) was applied using the Partial Least Square (PLS) approach to analyse the structural and measurement models. The results revealed that perceived severity, vulnerability, self-efficacy, and response efficacy positively influence protection motivation. Further, response costs negatively influence protection motivation. The protection motivation construct indicated a positive influence in predicting medical tourism behavioural intention among the tourists. Destination trust is proved to have a mediating effect, demonstrating that protection motivation can indirectly predict medical tourism behavioural intentions. Findings from this study can enhance medical tourism literature by contributing comprehensive research from behavioural disciplines. For practical implications, this empirical research furnished added knowledge and a benchmark for the policymakers in positioning the healthcare industry. Thus, PMT can be used and expanded to improve publicising strategies in medical tourism. Overall, the insights for this study can help medical service providers exploit marketing tactics to draw potential medical tourists heading to Malaysia. iv Keywords: Medical Tourism, Behavioural Intention, Destination Trust, Threat and Coping, Protection Motivation Theory, International Tourists.

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