The Influence of Destination Image on Medical Tourist’s Intention for Future Destination Choice

Abstract

This study proposed to explore how the image of a destination could influence medical tourists in choosing a destination as their future medical and tourism destination choice.  Scholars argued that destination image had a significant relationship with behavioral intentions. Destination image influence not only the decision-making process but also conditions after-decision-making behaviors of tourists. In the current study context, the future destination choice behavior referred to the intention to revisit the previous destination and the intention to spread the positive word-of-mouth to others. For this study, inbound medical tourists from private hospitals registered with Malaysia Healthcare Travel Council (MHTC) in Penang, Malacca, Kuala Lumpur and Selangor in Malaysia will be approached quantitatively by survey questionnaires. This study will contribute to an understanding of the significant factors influencing medical tourists’ intention for future destination choice.