Measurement of Visitors’ Satisfaction towards Health Tourism: Structural Equation Modeling Analysis

Abstract

Health tourism is an emerging concept in the tourism industry. Health tourism is the act of traveling to obtain medical care. Health tourism is also a unique thought in the travel and tourism industry. It plays a vital role in the tourism sector. A large number of people travel for treatment every year. Health tourism helps to develop the economy and living standards of human civilization. Health tourism is a market combination of the healthcare and tourism sectors. Health tourism is growing day by day internationally as well as nationally. When people travel to a foreign region to get medical treatment, many issues and challenges arise. Health tourism facilitators play a crucial role in the health tourism sector. Health tourism facilitators also play a significant role in making the medical travel easy and comfortable. In the country of destination, health tourism encourages economic development and raises the quality of healthcare provided. In many of these developing countries, health tourism represents a lucrative and growing source of economic revenue. Therefore, the purpose of this research was to use partial least square structural equation modeling (PLS-SEM) to measure the visitors’ satisfaction towards health tourism in the perspectives of Bangladesh. This research used both quantitative and descriptive analysis methods. A standardized questionnaire was used to collect 205 data points from Bangladeshi visitors using a purposive sampling technique. A partial least square structural equation modeling (PLS-SEM) approach was used to measure the data and test the hypotheses. The results of the PLS-SEM method revealed that product, place and process had a significant and positive influence on visitors’ satisfaction towards health tourism in the perspectives of Bangladesh. The results of the research can offer value insights for academicians to do future authorizations. It can be also helped for practitioners to design suitable marketing strategies for visitors’ satisfaction towards health tourism as a destination in Bangladesh.