Impact of health tourism visitor experiences on behavioral intention

Purpose This paper examines the factors that influence behavioral intention in the context of medical tourism in Türkiye. With the growing popularity of Türkiye as a destination for medical tourism, it is essential to understand the key determinants influencing individuals’ intention to engage in medical tourism activities. Design/methodology/approach This study used the Extended Theory of Planned Behavior (E-PBT) variables, which include attitude, subjective norm and perceived behavioral control, to measure their influence on behavioral intention. In addition, a customer experience scale was used to assess the influence of dimensions such as education, entertainment, aesthetics and escapism on behavioral intention. The research instrument was validated by expert review, and data were collected using purposive sampling. A total of 420 surveys were deemed suitable for analysis. Findings The path analysis revealed that attitudes and perceived behavioral control positively impacted behavioral intention within the domain of medical tourism in Türkiye. Conversely, subjective norms did not have a significant positive effect on behavioral intention. Furthermore, it was observed that the dimensions of entertainment, escape and aesthetics positively affected behavioral intention. However, education and aesthetics did not significantly influence behavioral intentions. Practical implications The results of this paper have practical implications for marketers and policymakers in the medical tourism industry in Türkiye. Understanding the factors that drive individuals’ behavioral intentions can assist in developing effective marketing strategies to attract and serve potential medical tourists. Medical tourism providers can enhance their services by optimizing attitudes and perceived behavioral control while emphasizing entertainment and escapism for their clientele. Originality/value This research focuses on uncovering factors influencing individuals’ behavioral intentions in medical tourism in Türkiye. Using the E-PBT framework and exploring the dimensions of the customer experience scale, this study aimed to understand the driving forces behind individuals’ decisions to engage in medical tourism.