Analysis on Factors Influencing Medical Health Tourism Behaviour of Generation X

Pawit Yuangngoen

Kasetsart University, Thailand

Naksit Sakdapat

University of the Thai Chamber of Commerce, Thailand

Pannika Ngamcharoen

Srinakharinwirot University, Thailand.

Abstract

This quantitative study aimed to examine the determinants influencing medical health tourism behaviour among Thailand's Generation X population. The research was based on two theoretical models: the Health Belief Model and the Theory of Planned Behaviour. These frameworks formed the conceptual foundation of the investigation. The findings offered enhanced insights into the behavioural patterns associated with medical health tourism and facilitated the identification of critical variables affecting individual decision-making processes. The outcomes provide valuable input for both national and regional policy formulation aimed at encouraging health-promoting behaviours through medical tourism initiatives tailored to Generation X. Additionally, the results serve as a basis for crafting effective strategies across marketing, healthcare provision, and health communication sectors. The study sample comprised 518 Thai participants born between 1965 and 1980, representing Generation X. Sample size was calculated using G*Power, ensuring a 95% confidence level. A multi-stage quota random sampling technique was utilised for participant selection. Data collection was conducted using a structured questionnaire based on a six-point Likert scale, encompassing 10 constructs and comprising 118 items. Instrument validity and reliability were confirmed through Confirmatory Factor Analysis, with an average reliability coefficient of 0.804. All five hypotheses tested in the study were supported by the data. Key results included:  1. The measurement model demonstrated satisfactory convergent validity, indicating that the construct structure was appropriate for prediction, with significant alignment among all indicators.  2. The individual factors (IF) construct exhibited the strongest positive association with medical health tourism behaviour (MHTB), with a correlation coefficient of r = 0.735, p < .01.  3. The integrated model accounted for 53.27% of the variance observed in MHTB. The most influential predictors, ranked by standardised regression weights, were: perceived quality of medical services (? = 0.47), social influence (? = 0.34), accessibility of health information (? = 0.32), perceived image of health tourism destinations (? = 0.29), perceived improvement in quality of life (? = 0.25), and attitudes towards health tourism (? = 0.12).  4. Within specific subgroups, government employees exhibited the highest explained variance in MHTB at 55.83%. For this group, the strongest predictors were: perceived enhancement of quality of life (? = 0.44), perceived quality of medical services (? = 0.42), attitudes towards health tourism (? = 0.32), and social influence (? = 0.21). Confidence in the quality of medical services emerged as the most robust predictor of MHTB across the overall sample and all examined subgroups. Social influence was consistently the second most significant predictor in numerous subpopulations, including females, younger and older individuals, those with lower income levels, and private sector employees. The study underscores Generation X's prioritisation of trust in medical service quality and the importance of social cues in shaping behaviour. Furthermore, the findings suggest that facilitating access to health-related information and enhancing perceived quality of life are crucial for promoting medical tourism engagement, as these factors significantly affect behavioural intentions across diverse demographic groups.

Factor Analysis, Behavioural Influence, Medical Health, Tourism, Generation X