Assessing medical tourists’ destination choice behavior: A conceptual perspective - Theory and Practice in Hospitality and Tourism Research - page 523

subjective norm and perceived behavior control.
Specifically, it expects to contribute towards new
knowledge building on the destination choice behav-
ioral adoption model. It extends the application of
the theory of planned behavior by exploring its rela-
tionship with destination image and perceived value
towards the provision of medical services.
Subsequently, it is expected that there exists a
potentially increased level of awareness amongst
medical tourists' towards these services, and that
more foreign medical tourists would identify Malay-
sia as a medical destination choice of theirs. It also
could potentially contribute towards the develop-
ment of marketing strategies' and subsequently set
a benchmark for how any nations, including Malay-
sia as a forefront service provider in this sector, and
thus generating higher economic status

Huang, Y.-C. (2009). Examining the antecedents of
behavioral intentions in a tourism context. Doctoral of
Philosophy, Texas A&M University. Retrieved from
http://scholar.google.com.my/scholar?hl = en&as_sdt =

0,5&q = Examining + the + Antecedents + of + Behavioral +

Context
Hume, L.F. & Demicco, F.J. (2007). Bringing hotels to
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Jotikasthira, N. (2010). Salient factors influencing medi-
cal tourism destination choice. DBA thesis, Southern
Cross University, Lismore, NSW. Retrieved from
http://scholar.google.com.my/scholar?hl

Intentions + in + a + Tourism +

= en&as_sdt =

0,5&q = %27Salient + factors + influencing + medical + tou

choice%27
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rism + destination +

ACKNOWLEDGMENTS

This research was supported by the Fundamental
Research Grant Scheme of the Ministry of educa-
tion of Malaysia.

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