Medical tourism destination image: Scale development

In response to heightened competition among destinations vying for medical tourists, these destinations have prioritized improving their image. Although several scales exist to assess destination images, there is a scarcity of scales specifically tailored to measure the image of medical tourism dest...

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Bibliographic Details
Published in:The international journal of tourism research 2024-07, Vol.26 (4), p.n/a
Main Authors: Alp, Gamze, Yılmaz, Yıldırım
Format: Article
Language:English
Subjects:
destination trust
medical tourism
medical tourism destination image
scale development
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Summary:In response to heightened competition among destinations vying for medical tourists, these destinations have prioritized improving their image. Although several scales exist to assess destination images, there is a scarcity of scales specifically tailored to measure the image of medical tourism destinations. To address this gap, a thorough scale development process was employed, resulting in the creation of a second‐order model known as the medical tourism destination image scale. This scale explores four dimensions: quality of doctors and hospitals, ease of travel and safety, variety of treatment, and communication. The findings underscore the significant potential for marketers and policymakers to enhance the attractiveness of medical tourism destinations.
ISSN:1099-2340
1522-1970
DOI:10.1002/jtr.2723