Perceived Risks, Travel Constraints, and Destination Perception: A Study on Sub-Saharan African Medical Travellers
Mohammad Jamal Khan, Firoz Khan, Saba Amin, Shankar Chelliah
Abstract
In medical travel, previous studies have investigated the factors that influence medical travellers to receive treatment outside the country. However, most of these studies are limited to travel motivations and perceptions of medical services at destinations. The main objective of this study was to investigate the relationship between medical travellers’ perceived risks, travel constraints, and destination image based on medical and non-medical attributes. This is a quantitative study whereby the data was collected from 306 sub-Saharan African medical travellers, who visited India for the treatment. The study found that physical-health risk has a significant negative influence on destination image based on medical attributes. The service quality risk has a negative effect on destination image based on both medical and non-medical attributes, and destination risk has a negative effect on destination image based on medical attributes. The study also found that travel constraints have a negative influence on both medical and non-medical destination image.