The Theory of Planned Behaviour in Medical Tourism: International Comparison in the Young Consumer Segment

Monika Boguszewicz-Kreft, Sylwia Kuczamer-Kłopotowska, Arkadiusz Kozłowski, Ali Ayci and Mohammd Abuhashesh
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Monika Boguszewicz-Kreft: Department of Marketing, Faculty of Finance and Management, WSB University in Gdańsk, 80-123 Gdańsk, Poland
Sylwia Kuczamer-Kłopotowska: Department of Marketing, Faculty of Management, University of Gdańsk, 81-824 Sopot, Poland
Arkadiusz Kozłowski: Department of Statistics, Faculty of Management, University of Gdańsk, 81-824 Sopot, Poland
Ali Ayci: Small and Medium Enterprises Development Organization of Turkey, Ankara 06050, Turkey
Mohammd Abuhashesh: E-Marketing and Social Media Department, Princess Sumaya University for Technology (PSUT), Amman 11941, Jordan

IJERPH, 2020, vol. 17, issue 5, 1-17

Abstract: The Theory of Planned Behaviour (TPB) assumes the possibility of predicting and explaining humans’ behaviour by identifying their intentions. The intentions are shaped by three groups of factors: attitudes towards, social norms and perceived behavioural control over the behaviour. The aim of the research is to examine the applicability of the TPB in medical tourism and to check whether there are differences in predicting the intentions of medical tourists from different countries. The study covered potential medical tourists—521 young consumers from three regionally important markets in medical tourism services: Jordan, Poland and Turkey. The study used a research survey to collect data, which were analysed using the multiple regression and analysis of variance methods. The research showed that the TPB model can be used in medical tourism. The results also show that the consumers’ country of origin is a significant factor when predicting their intention to use medical tourism services.

Keywords: medical tourism; Theory of Planned Behaviour (TPB); travel intention; Jordan; Poland; Turkey (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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