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COVID-19 and medical tourism intentions for Iran – a test of the risk perception attitude framework (RPAF)

COVID-19 and medical tourism intentions for Iran – a test of the risk perception attitude... This paper aims to examine whether medical tourism can be a frontrunner in terms of post-pandemic recovery for the industryDesign/methodology/approachA mixed-method analysis of 17 interviews and 210 questionnaires involving medical tourists to Iran was applied.FindingsMedical tourists perceived the risks posed by COVID-19 as a temporal one, and attitudes toward post pandemic visitation intentions remained strong. In addition, these tourists can mostly be classified into responsive individuals, who demonstrate not only high risk but also high efficacy levels to negotiate the threats posed by the pandemic. No gender differences were located between male and female medical tourists in terms of post-COVID-19 travel intentions to Iran.Originality/valueThis research extends the application of the risk perception attitude framework to a medical tourism context. Furthermore, medical tourists are uncovered as another segment of crisis-resistant tourists. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

COVID-19 and medical tourism intentions for Iran – a test of the risk perception attitude framework (RPAF)

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References (137)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1759-0833
eISSN
1759-0833
DOI
10.1108/jima-01-2022-0028
Publisher site
See Article on Publisher Site

Abstract

This paper aims to examine whether medical tourism can be a frontrunner in terms of post-pandemic recovery for the industryDesign/methodology/approachA mixed-method analysis of 17 interviews and 210 questionnaires involving medical tourists to Iran was applied.FindingsMedical tourists perceived the risks posed by COVID-19 as a temporal one, and attitudes toward post pandemic visitation intentions remained strong. In addition, these tourists can mostly be classified into responsive individuals, who demonstrate not only high risk but also high efficacy levels to negotiate the threats posed by the pandemic. No gender differences were located between male and female medical tourists in terms of post-COVID-19 travel intentions to Iran.Originality/valueThis research extends the application of the risk perception attitude framework to a medical tourism context. Furthermore, medical tourists are uncovered as another segment of crisis-resistant tourists.

Journal

Journal of Islamic Marketing – Emerald Publishing

Published: May 11, 2023

Keywords: Pandemic; Coronavirus; Tourism decision-making; Travel risks; Self-efficacy

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