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.