Individual and collective perceptions of tourism development
CUSTOMER PERCEPTIONS TOWARDS HEALTH TOURISM IN MALAYSIA
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Transcript of CUSTOMER PERCEPTIONS TOWARDS HEALTH TOURISM IN MALAYSIA
CUSTOMER PERCEPTIONS TOWARDS HEALTH TOURISM IN MALAYSIA
“Medical tourism can be considered a kind of import: instead of the product coming to the consumer, as it does with cars or sneakers, the consumer is going to the product.”(James Surowiecki)
This research is focused on the customer perception towards the Health Tourism in Malaysia; meanwhile, the research will also consider the issues in developing nations, while restorative tourism could be one of the courses of action.
According to Abdullah (2012), the customer perception towards the health tourism In Malaysia can depend on some factors which are cost, quality, types of treatment and availability, marketing impact and last but not least the lack of the access to some specific treatment in the home country.
With the emergence of the global medical tourism industry, this research study aims to examine the various factors that affect the choices and decisions of international medical tourists in choosing Malaysian hospitals as their main destination in receiving medical treatments.
BACKGROUND OF THE STUDY
GENERAL OBJECTIVES
To develop a speculative structural model of health tourism in Malaysia
To trial test the hypothetical model of associations among grow by using
overall vacationers making an excursion to Malaysia for health
purposes.
1• To examine the structural relationship of health tourism and the
customer perception towards it.
2
• To review the coordinating effect of worldwide health tourists' repeat visit on relationship amidst motivation and saw destination picture, saw quality and saw worth, saw quality and general satisfaction.
3
• To endorse health tourism systems to Malaysia, remembering the deciding objective to energize the health tourists wishes and strengthens the organizations for future competition.
RESEARCH OBJECTIVES
How does the customer perception affect the health tourism structure, and the relationship between these two?
How can the perception of health tourists formulate after revisiting the destination? Whether the countries picture, destination attractiveness, service quality and satisfaction is the motivation factor for health tourists?
How can Malaysia improve and be competitive in health tourism, by considering the factors that affect the decision making process of health tourists?
RESEARCH QUESTIONS
PROBLEM STATEMENT
A growing number of medical patients are in search for country destinations, where
hospitals offer high quality health care at a more affordable price (Teh & Chu,2005).
Additionally, restricted examination has assessed the client viewpoint on remedial tourism regarding motivational variables
and the decision making technique.
As in the tourism and settlement industry, the client is one of the key parts in
measuring achievement of a business operation.
The eventual outcome of this study will add to the advancement of health tourism industry the degree that hypothetical and sound learning.
Accommodating Contribution
Understanding the methodology of client decision making and how it can be connected with supportive tourism, especially, will help business visionaries
try for their associations to raise customer unwavering quality.
This study will add to the current health tourism literature by surrendering and building a superior valuation for client’s
particular than the health tourism industry.
SIGNIFICANCE OF THE RESEARCH
DEFINITION
Medical tourism can be considered a kind of import: instead of the product coming to the consumer, as it does with cars or sneakers, the consumer is going to the product. (James Surowiecki)
LITERATURE REVIEW
As showed by Goodrich, health tourism may be depicted as "the cognizant try from a vacationer office (e.g. hotels) or destination to attract voyagers by pushing social protection affiliations and workplaces despite standard guest kindnesses (Goodrich, 1993).
Independent Variable 1: Destination Competitiveness
AUTHOR YEAR EXPLANATION
Carter R, Fabricius M
Ed, P Keller
2007
1998
"Destination is a physical territory where the visitor spends no under one night. It contains excursion destinations, things, and related organizations that are critical to meet the stay of a vacationer in the spot in any occasion for one day".
“A destination is a travel objective which the client wishes to visit because of particular attractions it offers. These can be normal or manufactured; existing before tourism or made for the vacationer".
H1: Destinations competitiveness are composed of specific
characteristics that attract visitors because of their “factual or
perceived attractiveness”
Independent Variable 2: Motivation
AUTHOR YEAR EXPLANATION
Crompton & McKay
Moscardo et al.
2007
2006
“Necessities push conduct and to comprehend inspiration, it is basic to find what those needs are and how they can be satisfied. It is neither the thing nor the association that individuals buy yet the yearning of luxuries and profits to fulfill needs”.
“The major relationship of a destination being picked more than a substitute is pushed by the exercises that a destination offers”.
H2: Motivational factors influence positively the health tourists
received image about the image of the country
Independent Variable 3: Satisfaction
AUTHOR YEAR EXPLANATION
Baltussen et al.
Mostafa
2002
2005
“Patient`s distinguishment and yearnings of nature are vital to understand the relationship between nature of thought and use of wellbeing affiliations“.
“Showing shrewdness and a sincere premium towards patients does not cost anything, yet can accumulate phenomenal benefits”.
H3: Health tourists received value will affect the perception
positively and the satisfaction overall
Independent Variable 4: Service Quality
AUTHOR YEAR EXPLANATION
Crompton & McKay
Yap
2007
2007
“It is neither the thing nor the association that individuals buy yet the yearning of luxuries and profits to fulfill needs “.
“Quality of health organizations where the idea accessible generally is seen to be of normal quality to the social security open abroad”.
H4: Health Tourists in Malaysia perceived value will help to
recommend by word of mouth which will lead to revisit of tourists.
Health Tourists` Revisit
Motivation
Destination competitiveness
Satisfaction
Service QualityDependent Variable
Independent Variable
RESEARCH METHODOLOGY Research Design - Descriptive ResearchData Source - Quantitative analysisMethodology - Survey type – Primary data collection
Population - The number of consumers in Malaysia
Sampling - stratified sampling where a random sample of specified size is drawn from each stratum of a population
Sample size - 380 customers Research Instrument - self-administered questionnaires
Cont…. Measurement Scale - 5 point rating scale (From “1=Strongly Disagree, 2= Disagree, 3=Neutral, 4=Agree, 5=Strongly Agree”)
Data collection method - Printed questionnaires will be used to get respondents directly from customers using mall intercept survey method.
Data Analysis - Structural equation modeling (SEM) Pre-testing / Pilot Study - 120 questionnaires will be distributed to health tourists in Klang Valley area. The survey will be coordinated in a sensible proximity inside the Klang Valley. The testing was additionally to guarantee that the measuring instrument had legitimacy, and the inquiries were effectively caught on.
Data Coding - The research questionnaires, dependent and independent variables will be coded in numerical basis.