Abstract:

Recent years have witnessed the growth of medical tourism being explored by both researchers and industry practitioners alike. Equally increasing is the medical tourist demands for specific destination choice with regards to provision of ‘Halal’ (or permissible) medical care treatments. This paper aims to conceptually examine socio-psychological factors that may affect medical tourists’ intention to adopt destination choice behavior. In particular, it attempts to investigate the extent to which tourists’ attitude and perceived behavioral control influence their intention towards a preferred destination for ‘Halal’ medical care services. The study further seeks to determine potential significant linkages between tourists’ perceived destination image, religiosity, and perceived behavioral control respectively. Using non-probability sampling, data collection would be carried out via distribution of self-administered survey questionnaires to targeted respondents within a progressively developing nation. Procedures for data analysis include utilization of Statistical Package for Social Sciences (SPSS) as well as structural equation modelling (SEM) approach in subsequent testing of the hypothesized relationships. Several contributions of this study are expected. Amongst others, it includes a proposed conceptual research framework on destination choice behavioral adoption in the medical tourism sector. The study is also expected to provide potential managerial implications towards better understanding of medical tourists’ needs and acceptance of such preferred medical practices.