Exploring the Impact of Digital Promotion and Online Reviews on the Growth of Medical Tourism: A PLS-SEM Study
DOI:
https://doi.org/10.56294/mw2025813Keywords:
Digital Promotion, Online Reviews, Perceived Trust, Perceived Value, Behavioral Intentions, Medical TourismAbstract
Introduction: medical tourism is rapidly expanding, and digital channels such as promotion and online reviews are increasingly shaping patient decisions.
Objective: this study examines the impact of digital promotion and online reviews on medical tourists’ perceived trust, perceived value, and behavioral intentions.
Method: data were collected from 218 respondents with prior cross-border medical experiences through online platforms and medical tourism agencies. Partial Least Squares Structural Equation Modeling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA) were used to test relationships and identify pathways influencing behavioral intentions.
Results: digital promotion and online reviews significantly increased perceived trust and perceived value. However, only perceived value directly and strongly influenced behavioral intentions. Perceived value also mediated the effect of online reviews on behavioral intentions. FsQCA results confirmed perceived value as a necessary condition and revealed multiple sufficient pathways combining promotion, reviews, and value perceptions to strengthen behavioral intentions.
Conclusions: perceived value plays a central role in medical tourists’ decision-making, suggesting that enhancing value perceptions through effective digital promotion and credible online reviews is key to strengthening competitiveness in the medical tourism industry.
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Copyright (c) 2025 Feri Ferdian, Vicennia Serly, Ainil Mardiah, Yudha Aditya Fiandra, Agariadne Dwinggo Samala, Ayu Wirdawati, Mohd Salehuddin Mohd Zahari (Author)
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