Is price most important? Healthcare tourism in Southeast Asia

Healthcare tourism is a general term for traveling to another country to seek healthcare services. It spread from Western countries to emerging Southeast Asian nations in the past decade because of a series of factors. Price is likely considered as one of the important factors among most healthcare tourism providers and politicians. However, healthcare tourists tend to consider more before making a decision. According to some early studies, healthcare quality, package, convenience, country, price, emotional value, and social value were frequently considered factors. To examine the role of these factors, this study proposes a structural model to investigate the relationship of the perceived value, satisfaction, and behavioral intentions of three Southeast Asian countries, namely Singapore, Thailand, and Malaysia. A sample of size 724 is collected at the Departure Hall of the Singapore Changi International Airport within a two-month period, using a systematic random sampling method, in which every third tourist who pass the surveyor is asked to fill in the questionnaire. All of the questionnaires handed out on a given day referred to the same country, and the three different countries are rotated on different days. All factors are significant and it is found that the two most important factors are functional value of healthcare quality and emotional value. Price is a significant but the least important factor. This indicates that cheaper price may be just a promotional gimmick or an obvious incentive, but it is not the main driving force for healthcare tourists to make their decisions. The results also provide empirical support that emphasis on perceived value of healthcare tourism may also translate into trust in the staff and other positive feelings. It is further found that the impact of perceived value on behavioral intentions is mediated by satisfaction for all three countries.