The Influence of Motivational Factors on Medical Tourists’ Intention in Sarawak: The Moderating Effect of Consumption Value

Yap Chu Chang and Norazirah Hj Ayob
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Yap Chu Chang: Faculty of Economics and Business, Universiti Malaysia Sarawak, 94300 Kota Samarahan, Sarawak, Malaysia
Norazirah Hj Ayob: Faculty of Economics and Business, Universiti Malaysia Sarawak, 94300 Kota Samarahan, Sarawak, Malaysia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 11, 809-831

Abstract: This study explores the changing expectations of medical tourists, addressing issues concerning long wait times, the appeal of cost-effective treatments abroad, and the technological advancements that compel businesses to adapt to remain competitive., and technological advancements that cause businesses’ adaptation to client needs for sustained competitiveness. It investigates the relationship between consumption value variables and the factors influencing medical tourists’ decisions to visit Kuching, Sarawak, Malaysia. Through comprehensive literature research conducted with 708 medical tourists, the research employs partial least squares analysis and then bootstrapping. The findings make significant contributions to the healthcare services literature by supporting a health service paradigm that connects the government, Organizations, and competitors. As Sarawak seeks to enhance its position in the burgeoning Southeast Asian medical tourism market, this study underscores the region’s alignment with National Key Economic Area initiatives. The findings of this study are expected to aid tourism authorities in choosing suitable medical tourism development models for Sarawak.

Date: 2024
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