ROLE OF SOCIAL MEDIA MARKETING ON DESTINATION CHOICE AND REVISIT INTENTIONS: A STUDY OF FOREIGN MEDICAL TOURISTS IN INDIA

Jayasankara Prasad Cherukuri
Additional contact information
Jayasankara Prasad Cherukuri: DEPARTMENT OF BUSINESS MANAGEMENT KRISHNA UNIVERSITY MACHILIPATNAM ANDHRA PRADESH, INDIA

Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, 2024, vol. 37, issue 37, 3

Abstract: Past research has established the application of social media in tourism and hospitality in light of the growing importance of social media in both travelers' decision-making and tourism operations and management. Despite the increasing use of social media marketing as an avenue to inform, educate and answer queries to international patients through articles, blog posts and podcasts, there is little empirical evidence for the effect of social media marketing influencing medical tourists destination choice and revisit intentions. This study addresses these issues by providing empirical support, suggesting that social media communication play crucial role in promoting India as a medical tourist destination. Exploratory qualitative (semi-structured personal interviews) and quantitative (self report survey) methods were employed to test the formulated hypotheses. Results show that social media advertising has a significant influence on media tourists’ destination choices and decisions. The results provided strong evidence that social media content has significant impact on medical tourists’ cognitive, affective and behavioral attitudes towards Indian medical tourism as destination and revisit intentions. Theoretical and managerial implications of the research are discussed.

Keywords: Medical tourism; Destination choice; Revisit Intention; Social media marketing; India. (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://revistadeturism.ro/index.php/rdt/article/view/39 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:scm:rdtusv:v:37:y:2024:i:37:p:3

Access Statistics for this article

Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism is currently edited by Editura Universitatii Stefan cel Mare din Suceava

More articles in Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism from "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department. Contact information at EDIRC.
Bibliographic data for series maintained by Iulian Condratov ().