Abstract
ABSTRACT This study advances the Health Belief Model (HBM) within the context of medical tourism, exploring the intricate interplay between destination image, health beliefs, psychological distance, and the behavioral intentions of potential medical tourists. Our investigation reveals that destination image significantly influences perceived barriers and severity of risks, which, along with perceived susceptibility and benefits, strongly predicts tourists’ visitation intentions. Notably, the study revealed the dual roles of psychological distance: as a mediator between destination image and tourist preferences, and as a moderator affecting the impact of destination image on perceived risks. These findings underscore the importance of psychological factors in medical tourism decisions, suggesting that addressing psychological distance can enhance marketing strategies and improve patient outcomes.
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