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The purpose of this paper is to identify Poland’s image as a medical tourism destination (MTD).Design/methodology/approachSurvey data were collected from 282 German and British medical tourists, using a self-administered questionnaire. The Computer-Assisted Web Interviewing method was used to conduct the survey. Subsequently, the responses were analysed using advanced statistical tools (McNemar’s exact test, Cochran’s Q test and Chi-square test).FindingsBefore visiting Poland, the respondents perceived the country through the prism of medical attributes, whereas after the visit, they perceived it through the prism of non-medical attributes.Research limitations/implicationsIdentification of a set of MTD image characteristics has important implications for scholars, allowing them to understand attributes which shape projected and perceived MTD image. Such construct can also be a useful tool for marketing planners, destination managers and marketers to create an effective marketing policy and projected image of MTDs based on these features.Originality/valueThe study fills an important gap regarding the lack of conceptual and empirical content allowing for exploration of MTD image.
Tourism Review – Emerald Publishing
Published: Sep 18, 2019
Keywords: Poland; Destination image; Medical tourism destination; Britons; Germans
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