The Influence of Personality Traits, Health Knowledge, and Product Attributes on Intent to Purchase Taiwan's Healthcare Tourism Products

Abstract

In recent years, Asian countries have become committed to the development of healthcare tourism. In this study I explored the influence of the level of consumers' health knowledge involvement and product attributes on their intent to purchase healthcare tourism products available in Taiwan. The results showed that consumers' purchase intent varied according to their level of health knowledge involvement and also according to individual consumers' personality traits. The findings in this study offer references for the tourism, transportation, and medical services industries to make best use of sightseeing resources and advanced medical technology while actively marketing more attractive leisure activities to boost the economy of Taiwan.

The effects of situated learning and health knowledge involvement on health communications

“…This study built on the findings by Brown et al (1989) to develop a scale suited to the medical scenario, with seven points measured using a seven-point Likert scale (1 = highly disagree, 7 = highly agree) for testing [ 20 ]. Health involvement primarily referred to questionnaires by Lee (2013) [ 21 ]. There were a total of three questions, “…to me, this health information is influential”, “…related”, and “…meaningful”..…”

The promotion of health tourism products for domestic tourists

“…The increasing commodification of health care and therapeutic options has led health providers, tourist enterprises, and holiday destinations to develop products and services to cater to this growing demand (Cohen, ; Erfurt & Cooper, ; Hjalager & Flagestad, ; Kucukusta & Heung, ; Lin, ; Yoo, Lee, & Lee, ). Health tourism has become a trend in the international travel and tourism industry, and a fashionable tourist product for a number of reasons including an increased concern about health issues among the middle and upper classes, the promotion of physical, mental, and/or social well‐being, the growing need to cope with work stress, and a perceived need to get away from the routine of everyday life (Chen, Chang, & Tung, ; Hritz, Sidman, & D'Abundo, ; Huijbens, ; Y. C. Lee, ; Stace, Brown, Purushothoman, Scharl, & Weichselbraun, ). Wellness tourism, that includes health tourism, is a near half‐trillion‐dollar market, representing 14% of total global tourism revenues ($3.2 trillion) overall.…”

“…This focus on human health is expected to significantly expand in the future (Chen et al, ; Fuchs & Reichel, ; Hjalager & Konu, ; Kucukusta & Heung, ; Y. C. Lee, ; Medina‐Munoz & Medina‐Munoz, ; Zhang, Seo, & Lee, ), mainly due to the ageing phenomenon, and the growth in disposable income of the 21st century. In the 21st century, the theme of “healing” has attracted increased interest; moving beyond the ideas of “well‐being” and “health” of the late 1990s.…”

Improving Spa Services to a Better Customers' Attraction (A Case Study on Red Sea Resorts)

“…Wellness tourism is a new style of tourism that involves spiritual activities and is designed to satisfy both body and mind. Consumers with a higher level of health knowledge involvement than others will value healthcare more highly and will search more actively for healthcare tourism products than will those consumers with a low level of health knowledge involvement (Lee, 2013). Barrows et al (2012) added that with an aging population of 80 million baby boomers, more health oriented services are expected as this segment focuses on improving the quality of life.…”