Factors affecting tourists' intention to choose a type of healthcare tourism in Nha Trang: The intermediate role of the healthcare facility's image

Abstract

This paper applied the direct interview technique with a quota sample of 500 questionnaires collected from tourists visiting Nha Trang. Confirmatory factor analysis and structural equation modeling are tested using qualitative and quantitative research methods with scale reliability techniques. According to the findings of the study, in descending order of factors, the image of health care facilities plays a completely mediating role in the relationship: (1) Accessibility to health care services; (2) Knowledge of health care services; and (3) Safety and confidentiality of health care information of tourists who intent to choose the type of healthcare tourism. The paper suggests some policy implications to build the image of healthcare facilities and accessibility of healthcare services in Nha Trang city to attract tourists in the future.