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Image of Poland as perceived by German and British medical tourists

Image of Poland as perceived by German and British medical tourists 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

Image of Poland as perceived by German and British medical tourists

Dryglas, Diana; Lubowiecki-Vikuk, Adrian
Tourism Review , Volume 74 (4): 11 – Sep 18, 2019
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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1660-5373
DOI
10.1108/tr-07-2018-0105
Publisher site
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Abstract

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.

Journal

Tourism Review – Emerald Publishing

Published: Sep 18, 2019

Keywords: Poland; Destination image; Medical tourism destination; Britons; Germans

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