Health tourism in Malaysia: understanding the drivers of satisfaction and revisit intention

Abstract

Medical tourism is a dynamic industry that seeks to improve satisfaction and foster loyalty among Arab medical tourists. This study delves into the complex experience of medical tourism among Arab patients in Malaysia by using an integrated analytical framework that examines the combined effects of quality perception and recovery experience on tourists’ satisfaction and intentions to revisit. Utilising a cross-sectional design with purposive sampling, the study collected responses from 432 Arab patients, employing Partial Least Squares Structural Equation Modelling (PLS-SEM) and Necessary Conditions Analysis (NCA) to analyze the data. The findings reveal that perceived quality, especially in healthcare services and post-treatment care, significantly enhances tourist satisfaction, which directly influences their intentions to revisit. Additionally, trust emerged as a critical factor that not only strengthens the relationship between satisfaction and revisit intentions but also acts as a necessary condition for achieving high satisfaction levels. This research contributes to tourism literature by detailing the specific pathways through which service quality and recovery experience impact tourist satisfaction and revisit intentions. It provides practical insights for medical tourism providers to optimise service delivery and trust-building strategies, thereby enhancing Malaysia's reputation as a premier medical tourism destination.