The role of relationship marketing in behavioural intentions of medical tourism services and guest experiences
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/11110/1769 |
Resumo: | Purpose – This paper entails a reflection on medical tourism services and guest experiences. The purpose of this paper is to analyze how relationship marketing relates to other relevant variables in consumer’s behavior applied to medical tourism contexts and guest experiences. This study aims at discussing the customer behavior in healthcare management and medical tourism contexts and addresses the predisposition for the destination and the influence of relationship marketing on behavioral intentions. Design/methodology/approach – The paper starts from a conceptual framework based on relationship marketing theory. From this theoretical base, the concepts of trust, commitment and cooperation and behavioral intentions are derived. A theoretical model is developed specifying antecedents of satisfaction and loyalty in healthcare management and medical tourism contexts. Findings – The conceptual model shows that tourist destinations in the context of healthcare and medical tourism can be managed together with the study of the tourist consumer behavior and should focus on aspects that reinforce relationship marketing to the site, as planning services excellence, communication strategies, promotion services, integrated experiences and combating seasonality. Originality/value – This study has already identified that the global movement of tourism is seemingly showing an increased focus on the niche product or niche service. In this case, the question seems to be whether the further growth in demand for healthcare management and medical tourism – as a niche tourism example – products will continue until they take a form of mass tourism. The new vogue of medical tourism forces to challenge and re-visit the power relationships that exist within contemporary tourism and the host–guest relationship. |
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The role of relationship marketing in behavioural intentions of medical tourism services and guest experiencesRelationship marketingMedical tourismGuest experiencesPurpose – This paper entails a reflection on medical tourism services and guest experiences. The purpose of this paper is to analyze how relationship marketing relates to other relevant variables in consumer’s behavior applied to medical tourism contexts and guest experiences. This study aims at discussing the customer behavior in healthcare management and medical tourism contexts and addresses the predisposition for the destination and the influence of relationship marketing on behavioral intentions. Design/methodology/approach – The paper starts from a conceptual framework based on relationship marketing theory. From this theoretical base, the concepts of trust, commitment and cooperation and behavioral intentions are derived. A theoretical model is developed specifying antecedents of satisfaction and loyalty in healthcare management and medical tourism contexts. Findings – The conceptual model shows that tourist destinations in the context of healthcare and medical tourism can be managed together with the study of the tourist consumer behavior and should focus on aspects that reinforce relationship marketing to the site, as planning services excellence, communication strategies, promotion services, integrated experiences and combating seasonality. Originality/value – This study has already identified that the global movement of tourism is seemingly showing an increased focus on the niche product or niche service. In this case, the question seems to be whether the further growth in demand for healthcare management and medical tourism – as a niche tourism example – products will continue until they take a form of mass tourism. The new vogue of medical tourism forces to challenge and re-visit the power relationships that exist within contemporary tourism and the host–guest relationship.Journal of Hospitality and Tourism Insights2019-09-24T12:37:32Z2019-09-24T12:37:32Z2019-09-19T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttp://hdl.handle.net/11110/1769oai:ciencipca.ipca.pt:11110/1769enghttps://doi.org/Sousa, B. and Alves, G. (2019), "The role of relationship marketing in behavioural intentions of medical tourism services and guest experiences", Journal of Hospitality and Tourism Insights, Vol. 2 No. 3, pp. 224-240. https://doi.org/10.1108/JHTI-05-2018-0032http://hdl.handle.net/11110/1769Sousa, BrunoAlves, Giselainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2022-09-05T12:53:08Zoai:ciencipca.ipca.pt:11110/1769Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:02:05.033669Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The role of relationship marketing in behavioural intentions of medical tourism services and guest experiences |
title |
The role of relationship marketing in behavioural intentions of medical tourism services and guest experiences |
spellingShingle |
The role of relationship marketing in behavioural intentions of medical tourism services and guest experiences Sousa, Bruno Relationship marketing Medical tourism Guest experiences |
title_short |
The role of relationship marketing in behavioural intentions of medical tourism services and guest experiences |
title_full |
The role of relationship marketing in behavioural intentions of medical tourism services and guest experiences |
title_fullStr |
The role of relationship marketing in behavioural intentions of medical tourism services and guest experiences |
title_full_unstemmed |
The role of relationship marketing in behavioural intentions of medical tourism services and guest experiences |
title_sort |
The role of relationship marketing in behavioural intentions of medical tourism services and guest experiences |
author |
Sousa, Bruno |
author_facet |
Sousa, Bruno Alves, Gisela |
author_role |
author |
author2 |
Alves, Gisela |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Sousa, Bruno Alves, Gisela |
dc.subject.por.fl_str_mv |
Relationship marketing Medical tourism Guest experiences |
topic |
Relationship marketing Medical tourism Guest experiences |
description |
Purpose – This paper entails a reflection on medical tourism services and guest experiences. The purpose of this paper is to analyze how relationship marketing relates to other relevant variables in consumer’s behavior applied to medical tourism contexts and guest experiences. This study aims at discussing the customer behavior in healthcare management and medical tourism contexts and addresses the predisposition for the destination and the influence of relationship marketing on behavioral intentions. Design/methodology/approach – The paper starts from a conceptual framework based on relationship marketing theory. From this theoretical base, the concepts of trust, commitment and cooperation and behavioral intentions are derived. A theoretical model is developed specifying antecedents of satisfaction and loyalty in healthcare management and medical tourism contexts. Findings – The conceptual model shows that tourist destinations in the context of healthcare and medical tourism can be managed together with the study of the tourist consumer behavior and should focus on aspects that reinforce relationship marketing to the site, as planning services excellence, communication strategies, promotion services, integrated experiences and combating seasonality. Originality/value – This study has already identified that the global movement of tourism is seemingly showing an increased focus on the niche product or niche service. In this case, the question seems to be whether the further growth in demand for healthcare management and medical tourism – as a niche tourism example – products will continue until they take a form of mass tourism. The new vogue of medical tourism forces to challenge and re-visit the power relationships that exist within contemporary tourism and the host–guest relationship. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-09-24T12:37:32Z 2019-09-24T12:37:32Z 2019-09-19T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/11110/1769 oai:ciencipca.ipca.pt:11110/1769 |
url |
http://hdl.handle.net/11110/1769 |
identifier_str_mv |
oai:ciencipca.ipca.pt:11110/1769 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://doi.org/Sousa, B. and Alves, G. (2019), "The role of relationship marketing in behavioural intentions of medical tourism services and guest experiences", Journal of Hospitality and Tourism Insights, Vol. 2 No. 3, pp. 224-240. https://doi.org/10.1108/JHTI-05-2018-0032 http://hdl.handle.net/11110/1769 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.publisher.none.fl_str_mv |
Journal of Hospitality and Tourism Insights |
publisher.none.fl_str_mv |
Journal of Hospitality and Tourism Insights |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799129891400056832 |