Understanding Interactions Between Providers of Cosmetic Tourism and Tourists: The Lebanon Experience

Abstract

Despite the boom in cosmetic tourism, academic research in this field remains scarce. The following interpretive study explores perceptions of key social players involved in the cosmetic tourism process from its initiation to its end. It highlights the perspectives of cosmetic medical providers and cosmetic tourists within a multifaceted theoretical framework that includes the theory of planned behavior (TPB) and self-concept components. A qualitative approach was applied, with similar topics discussed during interviews with a sample of cosmetic medical doctors and cosmetic tourists in Lebanon. The study delivers insight into the cosmetic tourism decision-making process, and the factors impacting choices here in terms of the destination, medical doctor, and medical center. It furthermore sheds light on aspects that distinguish cosmetic tourism, including social media and cultural influence. This study theoretically contributes to the development of an appropriate framework for cosmetic tourism. Empirically, its outcomes can be utilized to better understand the exclusivity of cosmetic tourists while improving their experiences, enhancing marketing strategies and the services provided to them.