Medical tourism in central Java: Influences of image and promotion

Abstract

Medical tourism has emerged as a globally competitive industry, with regions such as Central Java striving to position themselves as leading destinations. This study examines the roles of destination image, promotion, and product quality in influencing customer satisfaction and revisit intentions among medical tourists in Central Java. A quantitative research approach was employed, utilizing structured questionnaires to collect data from 190 respondents. The relationships among the variables were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The analysis revealed that destination image and promotion significantly enhance customer satisfaction, which, in turn, strongly predicts revisit intentions. Notably, product quality exhibited a less direct impact on revisit intentions, suggesting that medical tourists place greater value on holistic experiences that integrate cultural and healthcare attributes. These findings underscore the importance of integrated marketing strategies and service improvements in fostering loyalty within the medical tourism sector. This research contributes to the understanding of medical tourism dynamics by emphasizing the mediating role of customer satisfaction in shaping revisit intentions. It provides practical recommendations for policymakers and practitioners to enhance destination competitiveness through targeted promotional efforts and superior healthcare experiences.