Travel behavioral intention of choosing Malaysia as destination for medical tourism

• Published in: Theory and Practice in Hospitality and Tourism Research - Proceedings of the 2nd International Hospitality and Tourism Conference 2014
• Main Author: Aziz A.; Md-Yusof R.; Abu-Bakar N.T.; Taib S.N.H.; Ayob M.
• Format: Conference paper
• Language: English
• Published: CRC Press/Balkema 2015
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84907373129&doi=10.1201%2fb17390-37&partnerID=40&md5=7ead61c33b252ccf0a4d54bcff027bc3

This paper aims to explore how the image of destination could allure the medical tourists in choosing Malaysia as their chosen destination. This conceptual paper offers an in-depth literature review regarding destination image and behavioral intention of the potential tourists and medical tourists. These tourists and medical tourists from many countries will be tapped in order to get information and to test the hypotheses. Understanding the relationships between behavioral intention and destination image, the destination country would have a better idea how to build up and attractive image and improve their marketing efforts in attracting as many medical tourists as possible. This study is perhaps will contribute to an understanding what factors that will influence the intentions of medical tourists through investigation by targeting the customers' perception and satisfaction. © 2015 Taylor & Francis Group.