健康旅游游客体验对行为意向的影响

IF 2.7 4区 管理学 Q2 MANAGEMENT
Erdem Baydeniz, Hakkı Çılgınoğlu, Marco Valeri
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引用次数: 0

摘要

目的 本文研究了影响土耳其医疗旅游行为意向的因素。随着土耳其作为医疗旅游目的地的知名度不断提高,了解影响个人参与医疗旅游活动意向的关键决定因素至关重要。此外,还使用了顾客体验量表来评估教育、娱乐、审美和逃避现实等维度对行为意向的影响。研究工具经专家评审确认,数据采用目的性抽样收集。研究结果路径分析显示,态度和感知行为控制对土耳其医疗旅游领域的行为意向有积极影响。相反,主观规范对行为意向没有显著的积极影响。此外,还发现娱乐、逃避和审美对行为意向有积极影响。实际意义本文的研究结果对土耳其医疗旅游行业的营销人员和政策制定者具有实际意义。了解驱动个人行为意向的因素有助于制定有效的营销策略,吸引和服务潜在的医疗游客。医疗旅游提供商可以通过优化态度和感知行为控制来提高服务质量,同时强调客户的娱乐性和逃避性。 原创性/价值本研究重点揭示了影响土耳其医疗旅游中个人行为意向的因素。本研究采用 E-PBT 框架并探索客户体验量表的各个维度,旨在了解个人决定参与医疗旅游背后的驱动力。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Impact of health tourism visitor experiences on behavioral intention

Purpose

This paper examines the factors that influence behavioral intention in the context of medical tourism in Türkiye. With the growing popularity of Türkiye as a destination for medical tourism, it is essential to understand the key determinants influencing individuals’ intention to engage in medical tourism activities.

Design/methodology/approach

This study used the Extended Theory of Planned Behavior (E-PBT) variables, which include attitude, subjective norm and perceived behavioral control, to measure their influence on behavioral intention. In addition, a customer experience scale was used to assess the influence of dimensions such as education, entertainment, aesthetics and escapism on behavioral intention. The research instrument was validated by expert review, and data were collected using purposive sampling. A total of 420 surveys were deemed suitable for analysis.

Findings

The path analysis revealed that attitudes and perceived behavioral control positively impacted behavioral intention within the domain of medical tourism in Türkiye. Conversely, subjective norms did not have a significant positive effect on behavioral intention. Furthermore, it was observed that the dimensions of entertainment, escape and aesthetics positively affected behavioral intention. However, education and aesthetics did not significantly influence behavioral intentions.

Practical implications

The results of this paper have practical implications for marketers and policymakers in the medical tourism industry in Türkiye. Understanding the factors that drive individuals’ behavioral intentions can assist in developing effective marketing strategies to attract and serve potential medical tourists. Medical tourism providers can enhance their services by optimizing attitudes and perceived behavioral control while emphasizing entertainment and escapism for their clientele.

Originality/value

This research focuses on uncovering factors influencing individuals’ behavioral intentions in medical tourism in Türkiye. Using the E-PBT framework and exploring the dimensions of the customer experience scale, this study aimed to understand the driving forces behind individuals’ decisions to engage in medical tourism.

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来源期刊
CiteScore
5.80
自引率
3.60%
发文量
50
期刊介绍: ■Adapting strategic planning to the need for change ■Leadership research ■Responsibility for change implementation and follow-through ■The psychology of change and its effect on the workforce ■TQM - will it work in your organization? Successful organizations respond intelligently to factors which precipitate change. Economic climates, political trends, changes in consumer demands, management policy or structure, employment levels and financial resources - all these elements are constantly at play to ensure that organizations clinging on to static structures will ultimately lose out. But change is a dynamic and alarming thing - this journal addresses how to manage it positively.
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