Characteristics of consumers likely and unlikely to participate in medical tourism

Abstract

This exploratory study identified characteristics and factors distinguishing U.S. citizens willing to participate in medical tourism from those who are not. A national sampling was used to survey respondents. Variables examined include (a) the nature of the medical condition for which treatment is sought (life threatening, serious but not life threatening, medically optional, or life enhancing); (b) respondents' reasons to consider or rule out medical tourism; (c) demographics (age, gender, marital status, education, income, and health insurance coverage); (d) risk aversion; and (e) countries most and least likely to be considered for healthcare services. Results contribute to limited empirical research on the consumer dynamics and underpinnings of an industry experiencing rapid growth in an environment of significant change and uncertainty. Findings may also assist medical tourism marketers to better serve those already inclined to travel abroad for healthcare services, and to create more favorable predispositions among those not currently inclined to do so.