Factors Influencing the Satisfaction and Revisit Intention of Jordanian Medical Tourists
The study aimed to analyse the factors that impact the satisfaction and revisiting intention of medical tourists in Jordan. A theoretical model consisting of seven variables, namely service quality, risk perception, value for money, destination attraction, tourist-friendly environment, satisfaction and revisit intention was framed based on previous literatures. For testing of the model a methodological approach was followed. First, the survey was conducted among medical tourists visiting the top ten hospitals in Jordan, resulting in the collection of 395 responses. Then a structural equation model was employed to analyse the data. The study found that the independent variables, including service quality, value for money, and destination attraction had a significant impact on the satisfaction and revisit intention of medical tourists. The analysis also revealed that the tourist-friendly environment had a significant influence on satisfaction but did not significantly impact revisit intention.
However, the study did not provide evidence of any significant impact of risk perception on satisfaction and revisit intention. Aligning with the findings, the government and private entities of Jordan can prioritize maintaining the quality of services, enhancing the attractiveness of the destination, and ensuring a tourist-friendly environment. They can also consider addressing and mitigating the risk perception of medical tourists, as it was not found to impact the tourist’s satisfaction and revisit intention.
Keywords: medical tourism, Jordan tourism, medical tourists, revisit intention, tourist satisfaction, consumer behaviour
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