Exploring Determinants Regarding Visit and Revisit Intentions Considering Greece as a Medical Tourism Destination

Abstract

Medical tourism is associated with the act of travelling from of origin where an individual visits a foreign country to pursue healthcare services. Economically, medical travel has profited several southern countries, where the cost of medical procedures is extremely low compared to those of more northern countries. Greece is a medical tourism destination. The objective of the current study is to explore the issue of travel motivations, perceived risks, healthcare services quality, travel constrains, perceived destination image, as determinants regarding visit and revisit intentions considering Greece as a medical tourism destination. The topic is of great concern as this kind of tourism has been booming in current years. A survey was conducted on 540 Medical tourists who answered a questionnaire, which was distributed electronically. The study used multivariate data analysis as well as implicative statistical analysis. Results reveal that travel motivations are significantly correlated with visit and revisit intentions, perceived risks have a significant relationship with visit and revisit intentions. In addition, it was indicated that healthcare services’ quality has a significant relationship with visit and revisit intentions. Travel constrains are significantly correlated with visit and revisit intentions and perceived destination is significantly correlated with visit and revisit intentions. Regarding managerial and marketing implications it is suggested that health providers and tourism services provide certified systems and procedures. Health and tourism providers should form partnerships and all-inclusive packages for patients and attendants to provide maximum care to patients and attendants.