Determinants of domestic tourists’ choice of medical tourism to Nha Trang

Abstract

This paper uses the direct personal interviews following a detailed questionnaire to survey 600 tourists across the country to Nha Trang City. Utilizing qualitative and quantitative research methods with scale reliability analysis techniques, exploratory factor analysis and regression analysis, the results indicate that the motivational factors are significantly related to the healthcare facilities’ image in Nha Trang, which is, in turn, positively associated with medical domestic tourists’ behavioral intention in choosing Nha Trang as the destination. The study proposes several policy implications to assist Nha Trang in developing

a medical tourism marketing strategy that would attract domestic tourists.