Abstract:

Theory of Planned Behaviour (TPB) (I. Ajzen, 1991) is one of the most widely used psychological theories. It is based on the assumption of the possibility to predict and explain human behaviour by identifying their intentions,  which are shaped by three groups of factors: attitude towards the behaviour, social norms and perceived behavioural control over the behaviour. The theory has been used in many analyses in various research areas, including those related to various aspects of tourism and health-related behaviours. In the literature available on international circulation, 9 articles were identified regarding the use of TPB in research on medical tourism that connects these two areas. Their analysis indicates a research gap in the use of TPB in research in European countries and countries located in West Asia, as well as the lack of comparative analyses between countries. The intention of the authors of this study was to fill this gap by presenting research carried out in three countries that are regionally important markets in medical tourism services: one European - in Poland, one country of West Asia (Middle East) and one country partly located in Europe and partly in West Asia - Turkey.