Enhancing medical tourism experiences in Ho Chi Minh City: A qualitative exploration of tourist perspectives

Abstract

<p><span style="font-weight: 400;">This qualitative study examines the medical tourism experiences of both domestic and international visitors in Ho Chi Minh City, focusing on key factors that influence tourist satisfaction, intention to return, and positive word-of-mouth. Through 30 in-depth interviews and 12 observation sessions, the research applies the Stimulus-Organism-Response (SOR) model to analyze tourist perceptions regarding three core dimensions: cultural immersion, service quality, and environmental aesthetics. Findings reveal that authentic cultural engagement, local hospitality, and natural beauty play a crucial role in enhancing the overall tourist experience. However, issues such as inconsistent service standards, language barriers, and environmental degradation in overcrowded destinations negatively affect tourist satisfaction. The study provides practical recommendations to enhance service quality, cultural authenticity, and promote sustainable tourism, thereby contributing to improved visitor retention and strengthening Vietnam’s position in the global medical tourism market.</span></p>