Satisfaction, revisit and electronic word of mouth intention among medical tourists in Southern Thailand during COVID 19 situation

Abstract

This research is a mixed method research study including both quantitative and qualitative research. The samples were divided into two groups: (1) a quantitative sample group, comprising 255 foreign medical tourists who had used medical services in the southern region of Thailand; and (2) a qualitative sample group, consisting of 30 medical personnel in an infirmary in the southern area. The quantitative data collection used questionnaires as a tool, whereas for the qualitative data collection, semi-structured interviews were used. The quantitative data analysis was performed using the structural equation model analysis process. A qualitative data analysis uses a briefing technique. The results of the study were in the same direction for both qualitative and quantitative research. Satisfaction has a direct influence on the decision to reuse the services of foreign medical tourists and affects the intention to spread the word through electronic media. As for the indirect influence, it was found that the perceived cost itself directly affected the perception of the destination image; while the perception of destination image and perception of service quality also directly affected satisfaction. However, an additional factor found in qualitative research was trust in physicians, and the perception of value directly affected the decision to reuse the services of medical tourists. It also found that food awareness, cultural perception of Thai people also affected the satisfaction of receiving medical services.