MOTIVATION AND DECISION ON MEDICAL TOURISM SERVICE OF THAILAND
Abstract
This research aimed to )1) reveal the motivations ) 2( factors that influence
customers’ decision to take medical tourism service in Thailand. This research also aims to
study the nature of medical tourism service in different areas of Thailand. Samples are
observed from tourists who travel and use healthcare service in Thailand. Three main
theories were applied including (1) the competitive advantage of the nation theory (2) the
hierarchy of need theory and (3) push-pull factors of tourism theory.
Research methodology were quantitative method adopted by using 455 survey
questionnaires and analyzed by using Confirmatory Factor Analysis, Separate Univariate
Probit Model, and Bivariate Probit Model, and qualitative method by using In-Depth
interviews.
The research findings were as follows medical tourist can be classified into two
groups 1) Medical focused tourists are those who come to the country with the major
purpose of having medical treatment to cure their illness, or had cosmetic surgery, and
learn how to prevent themselves from illness. They focus mainly on factors associated with
medical treatment and service such as cost, quality and reputation of hospital and
physician. 2) Tourism focused tourists are those who come for tourism and having their
health check, dental care and wellness treatment. This group of tourist emphasizes mainly
on those factors associated with tourism services such as an attractive destination, the
convenience of hotel, transportation, entertainment and leisure place.