Medical Tourism Experience (MTE), Word of Mouth (WoM) and the relationship with tourists’ Return Intention (RI) in Ho Chi Minh City

Abstract

This study explores and assesses the relationship between MTE, WoM, and the relationship with tourists’ RI after participating in medical tourism in Ho Chi Minh City (HCMC). The research analyzes the key factors influencing the tourists’ experience, how WoM is formed and develops across different stages of the MTE, and which factors drive the intention to return and recommend the destination to others. Using qualitative methods, data were collected from in-depth interviews with 20 tourists of diverse ages, genders, and nationalities who have experienced medical tourism in HCMC. The research indicates that a positive medical tourism experience directly impacts the tourists’ intention to return and facilitates the spread of positive WoM. Healthcare providers in HCMC need to maintain and improve service quality, focusing on cultural experiences and post-treatment care to attract and retain tourists in the long term.