EXAMINATION OF THE FACTORS AFFECTING DECISIONS OF MEDICAL TOURISTS TO PURCHASE HEALTHCARE SERVICE IN RELATION WITH REGULATORY FOCUS THEORY
Abstract
The aim of this study is, to examine the factors affecting the decision-making process (perceived
destination image, perceived service quality, perceived value, overall satisfaction level) and
behavioral intentions (revisit and positive word of mouth) of international medical tourists to
choose a hospital or country by analyzing their relationships and effects. Another important aim of
the study is, to group the medical tourists focusing promotion and prevention domains, according
to the regulatory focus theory and to examine the relationship of these orientations with the
factors in the decision-making process. The cross-sectional descriptive study and convenience
sampling method was used for the study. Data were collected through questionnaires from a
total of 124 medical tourists who visited seven different hospitals in Ankara, Istanbul and Izmir
between February 2016 and May 2016. Descriptive analyzes, reliability analysis, exploratory factor
analysis, correlation analysis and hierarchical regression analyzes were performed for the analysis
respectively. According to the results of the study, the majority of incoming medical tourists are
male (65.3%), married (78.2%) and aged 36-45 (34.7%). The vast majority (72%) come from the
Middle East countries (Iraq, Libya, Tunisia); others come from European (18.5%) and Asian (7.2%)
countries, respectively. The majority of the visitors came to Turkey for the first time (46%) and
upon the recommendation of their doctors (44.4%). Perceived hospital/country image positively
affects the perceived health service quality of medical tourists. The responsiveness of the health
personnel to the patients positively affects the general satisfaction of the promotion-oriented
medical tourists and their behavioral intentions. While improvements in the hospital tangibles
(environment, buildings) negatively affect the perceived value of prevention-oriented medical
tourists, it increases the overall satisfaction of promotion-oriented medical tourists. The only
factor that increase the satisfaction of the prevention-oriented medical tourists was the empathy
shown by the healthcare professionals.
Author
Lecturer Ceren TÜRKDOĞAN GÖRGÜN
