Value as a medical tourism driver

This study contends that customers’ perceived value can drive medical tourism, and proposes and test a research model capturing elements of perceived benefits and sacrifice that, by affecting the perceived value of medical tourism products, influence the buying intention of potential customers.

Abstract

Purpose – This study contends that customers’ perceived value can drive medical tourism. To demonstrate this, the purpose of this paper is to propose and test a research model capturing elements of perceived benefits and sacrifice that, by affecting the perceived value of medical tourism products, influence the buying intention of potential customers.