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ABSTRACT
The purpose of this study is to explore the antecedents of tourists' attitudinal loyalty towards medical tourism in Pattaya (a major tourist destination in Thailand). Multiple regression analysis indicated that attitudinal loyalty towards medical tourism was mainly driven by satisfaction, trust, perceived value, destination familiarity, as well as destination image, respectively. When examining these antecedents between hospital tourists and clinic tourists, the results indicated that trust becomes the most important driver for hospital tourists whereas satisfaction becomes the most important driver for clinic tourists.
Keywords: loyalty, perceived value, satisfaction, trust, destination image, destination familiarity, medical tourism
The preferred presentation date at the conference is June 9th, 2009 (Afternoon Session)
RESEARCH BACKGROUND AND SIGNIFICANCE
In 2003, approximately 350,000 patients from industrialized nations traveled to less developed countries for healthcare. It is projected mat 750,000 Americans will go offshore for medical care in 2007 (Horowitz and Rosenweig, 2007). Medical tourism in Asia is currently generating US$1.3 billion in revenue and is expected to grow to US$ 4.4 billion by 2012 (Teh, 2007). Horowitz and Rosenweig (2007) has summarized that major reasons for seeking medical tourism are (1) low cost, (2) avoid waiting lists, (3) procedure not available in home country, (4) tourism and vacations, (5) privacy and confidentiality.
The major countries competing for medical tourists in Asia are Thailand, Singapore and Malaysia. Thailand has presented itself as a leader in medical tourism in this region with more than a million patient visits in 2005, generating revenues of US$61 5million. Till the recent military coup, Thailand has an edge over other countries in this region in attracting medical tourists. The country has a relatively low-cost of living, friendly tourist culture and relaxing environment for recuperating patients. Thailand's medical tourism services are focused on cosmetic surgery, dentistry, LASIK and general medical check (Teh, 2007).
Is this growth sustainable? Should Thailand focus on costs alone or focus on customer satisfaction and loyalty? Attracting or finding new customers is essential, however, as it is more desirable and much less expensive to retain current customers. Research has shown that in the short run, loyal customers are more profitable because they spend more and are less price sensitive (O'Brien and Jones, 1995). Loyal customers can lead to increased revenues for...