Can protection motivation theory explain the perception of international tourists' on medical tourism?

Abstract

PurposeMedical tourism has grown to become a formidable multinational industry to generate revenue. This phenomenon has also increased impact on the healthcare sector as well as strategies development opportunities. The present study emphases on the international tourists' behavioural intention for medical tourism in Malaysia. A research framework is derived from the exceptional component of fear appeal in protection motivation theory (PMT).Design/methodology/approachData were collected with a sample of 501 respondents and analysed via structural equation modelling approach. Both measurement model and structural model were assessed to generate the result.FindingsThe outcomes have shown a good backing on the use of adapted PMT theoretical model. There is a higher predictive power on health coping than health threats. Coping alternatives can be served as the linkage between the PMT appraisals and behavioural intention.Research limitations/implicationsThe study confirmed the effectiveness of using a theoretical framework in predicting international tourists' behavioural intention for medical tourism. It is suggesting that risk adaptive behaviour does offer a valuable proposition in contributing to the reception of medical tourism.Practical implicationsThe present study argues the need for greater clarity in understanding the emergent implications for health policy and healthcare delivery for future medical tourism development.Originality/valueThe fundamental theories and current literature do not incorporate the component of fear appeal in explaining decision making. The study findings demonstrate that protection motivation theory has provide another promising theoretical model in explaining international tourists' behaviour intention for medical tourism.

Health tourism: behavioural intention and protection motivation theory

“…The results are consistent with the meta-analysis findings by Floyd et al (2000) and Milne et al (2000). The study reveals that international tourists are more concerned about responding to coping appraisal; tourists perceive that they have the capability to take precautions regarding health problems if they believe that, by taking such actions (participating in health tourism), they can successfully reduce health threats (Seow et al, 2021). From the findings, it is worth noting that perceived efficacy contributes more to the coping appraisal construct.…”

“…Various theories and models on health behaviour are quite similar (Redding et al, 2000) [2]. Nevertheless, the theoretical model from the protection motivation theory (PMT) is exceptional; based on its provision of cognitive mediation processes of behavioural change, research is able to explore the potential relevance that induces tourists' behaviour in the tourism context (Seow et al, 2021).…”

“…Hence, this study contributes essential factors to indicate tourists' decisions on health tourism (De la Hoz-Correa and Mun ˜oz-Leiva, 2019; Nugraha et al, 2016). Tactically, the investigation of behavioural intention will provide a deeper understanding of potential health tourists' likelihood of seeking health-care services abroad and offering clear guidelines for developing marketing strategies (Lee et al, 2012;Sousa and Alves, 2019;Seow et al, 2020;Seow et al, 2021). The research objectives are determined based on the following two research questions:…”

“…The PMT was developed by Rogers (1975), who extended and expanded the health belief model (Hsieh et al, 2017). Past studies on the PMT applied to health have included physical health activities (Gaston and Prapavessis, 2014;Ritland and Rodriguez, 2014), health screening (Gu et al, 2013), health prediction (Zhang et al, 2015), health influence (Prentice-Dunn et al, 1997), coping with health threats (Rippetoe and Rogers, 1987;Seow et al, 2020;Seow et al, 2021) and behavioural concerns (Wong et al, 2016). The PMT is best known for its ability to evaluate threat appraisal (regarding health fears) and coping appraisal (about individuals' decision to travel abroad predominantly for health tourism) and is well-suited to the current study.…”

“…Secondly, a well-accepted set of psychological constructs on cognitive processing from expectancy value theory is provided by the PMT to clarify how people deal with their health protection choices (Scarpa and Thiene, 2011). Thirdly, tourists constantly make logical decisions and are prudent enough to select, based on their perception, the actions that maximise their net welfare and provide the highest self-interest (Meurk, 2014;Seow et al, 2017;Seow et al, 2020;Seow et al, 2021). Hence, this study contributes essential factors to indicate tourists' decisions on health tourism (De la Hoz-Correa and Mun ˜oz-Leiva, 2019; Nugraha et al, 2016).…”