The Determinants of Medical Tourism Intentions: Applying the Theory of Planned Behavior

Abstract

This study introduces the theory of planned behavior to health care marketers by extending and replicating a prior study that predicted student's intention to engage in medical tourism. Based on a sample of 164 usable survey responses, our findings suggested that the MEDTOUR scale (developed and introduced a prior study) is robust and works reasonably well with a national sample. Based on these findings, MEDTOUR appears to be worthy of further consideration by health marketing scholars.

KEYWORDS:

• theory of planned behavior
• medical tourism
• scale development