A Study of Factors Influencing Chinese Customer Intention to Select an International Medical Tourism Destination

This research investigates how the factors of medical characteristics and destination attractiveness affect potential Chinese customers when they select a destination for medical tourism abroad. We also explore the moderating role of illness severity and international experience in the decision process. With the data collected from 1,717 Chinese respondents across main regions within China, results imply that medical features of medical quality and reputation are the critical predictors of Chinese intentions to select a destination for medical tourism overseas, while destination attractiveness determinants of attractions, facilities, accessibility, and social environment also do matter. Results also indicate that illness severity and international experience are the important moderators. Along with the suggestions for the future study, implications for international medical tourism destinations are discussed.