A structural equation model of integrated marketing communication for medical tourism among middle eastern medical travelers in Thailand
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2024
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2567
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eng
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238 leaves
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Supak Nunabee (2024). A structural equation model of integrated marketing communication for medical tourism among middle eastern medical travelers in Thailand. Retrieved from: https://repository.nida.ac.th/handle/123456789/7053.
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A structural equation model of integrated marketing communication for medical tourism among middle eastern medical travelers in Thailand
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Abstract
This research used quantitative methods to investigate 1) to investigate the construct of integrated marketing communication factors contributing to perception, satisfaction and revisit intention of Middle Eastern medical travelers in Thailand; 2) to create the structure model of integrated marketing communication for Medical Tourism in Thailand; 3) to test the structure model of integrated marketing communication for Medical Tourism in Thailand. The researcher employed purposive sampling and convenience sampling technique to select only Middle Eastern medical travelers who obtained annual health check-up at either or any of the three private hospitals in Bangkok, Thailand. The research instrument has used a questionnaire which used to collect data to study the assessment of the effectiveness of integrated marketing communication, perception, satisfaction and revisit intention of Middle Eastern medical travelers. Content analysis was conducted using descriptive statistics (percentage and mean) and inferential statistics, including confirmatory factor analysis and structural equation modeling, to analyze the quantitative data.
The results revealed that the significance of integrated marketing communication was rated at the highest level. The order of significance from most to least significant in integrated marketing communication components as electronic word-of-mouth (e-WOM) was the most significant, followed by public relations, advertising, personal sales, sales promotion, and finally, electronic marketing, which was the least significant. In addition, perception components, attitude was the most significant, followed by interest, which was slightly less important, and recognition, which was eliminated. Meanwhile, the significance of satisfaction was rated at a high level. Lastly, the significance of revisit intention was rated at a high level. The order of significance from most to least significant of revisit intention components, tourist experiences and loyalty were the most important and equally weighted, followed by recommending to others. The conclusion of the study indicates that integrated marketing communication significantly influences the revisit intention of Middle Eastern medical travelers and the effective integrated marketing communication strategies enhance brand awareness and recognition, making healthcare providers more memorable to potential repeat visitors.
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Thesis (Ph.D. (Integrated Tourism and Hospitality Management))--National Institute of Development Administration, 2024