THE CAUSAL FACTORS INFLUENCING REVISIT INTENTION OF CLMV TOURIST TO UDON THANI

Abstract

Medical tourism is important to the tourism industry and it has been increasingly recognized that revisit makes medical hospital marketing successful especially in developing and developed countries. To understand the perception of tourists from Cambodia, Laos, Myanmar and Vietnam (CLMV), this study examined the roles of servicescapes (Medical activities), perceived functional values, satisfaction, trust, and revisit intention in Udon Thani province of Thailand. Structural equation analysis is adopted to test the hypothesized relationships using responses from 652 CLMV tourists visiting at a private hospital Udon Thani for medical activity. The findings observed that medical activity, perceived function values, satisfaction, and trust have significant associations affecting revisit intentions while satisfaction and trust acted as significant mediators. The results have important implications for the stakeholders involved in medical tourism and service industry, particularly to the administration and provider for international tourists.

Keywords: medical tourism, medical activity, perceived functional values, satisfaction, trust, revisit intention