Americans' intention to visit Cuba as a medical tourism destination: A destination and country image perspective

Abstract

This study focuses on Americans' perceptions of and intentional behaviors toward Cuba as a medical tourism destination. Using a survey-based quantitative method, the study examined the effects of Cuba's country image and destination image as well as the perceived cost and quality of its medical tourism services on intention to visit Cuba. The results showed that country image and perceived quality of medical tourism services had the greatest positive influence on Americans' intention to travel to Cuba for medical purposes. The study also supported the positive effect of destination image and the negative effect of perceived costs of medical tourism services on intention to visit Cuba. Lastly, the study findings revealed that the better the country and destination image of Cuba, the lower the perceived cost and the higher the perceived quality of its medical tourism services would be.