Revisiting the intention to travel framework in the perspective of medical tourism: The role of eWord-of-mouth and destination image

Abstract

ABSTRACT The role of electronic word-of-mouth (eWOM) and destination image has been extensively studied in the tourism literature; however, from the perspective of medical tourism, it is yet to be examined. Therefore, to fill this gap, this research attempts to test the strategic significance of eWOM and destination image in intention to travel. Besides, the study also examines the moderating role of perceived risk in the destination image-intention to travel link. Structured pen-and-paper questionnaires were distributed to international tourists. The partial least squares structural equation modelling (PLS-SEM) technique is utilized to test the hypotheses. The results show that eWOM positively affects tourists’ intention to travel, and destination image positively mediates this relationship. Further, at a low level of perceived risk, the relationship between destination image and intention to travel becomes stronger. The current study is one of the few attempts to investigate the role of eWOM in the medical tourism industry, and thus, it contributes to both theory and practice from the perspective of medical tourism.