The Relationship Between the Motivation of Medical Visits among Millennial Tourists in Penang and Revisit Intention
Keywords:
Medical tourism, Millennials, Penang, Motivation, Revisit intention.
Abstract
This study focuses on the relationship between millennial medical tourists' motivations for visiting Penang and their intention to revisit. This study seeks to discover major variables of satisfaction and loyalty within this market group by investigating the factors that influence millennials' choice of Penang for medical tourism. Data were collected via Google Form surveys from millennial medical tourists in Penang. The findings will provide a comprehensive understanding of this demographic. The findings will also identify the relationship between the motivation of medical visits among millennial tourists in Penang and revisit intention
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References
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Wu, C.-M., Wu, S.-H., & Lin, R.-H. (2023). Tourist revisit intention under social media influence: An integrated model of travel motivation, destination image, and perceived value. International Journal of Information Management, 69, 102506. https://www.tandfonline.com/doi/abs/10.1080/19388160.2020.1734514
Ashton, A. S. (2018). Spiritual retreat tourism development in the Asia Pacific region: investigating the impact of tourist satisfaction and intention to revisit: a Chiang Mai, Thailand case study. Asia Pacific Journal of Tourism Research, 23(11), 1098–1114. https://doi.org/10.1080/10941665.2018.1526198
Barnes, C. M., & Brown, R. P. (2019). The role of relaxation in enhancing the recovery process following surgery. Journal of Nursing Scholarship, 51(4), 381-390.
Beladi, H., Chao, C., Ee, H. O., & Hollas, P. (2019). Revisit intention for medical services: An investigation on Penang as a medical tourism hub. Malaysian Journal of Applied Communication Economics, 26(2), 31-47.
Chandrashekar, A. J. (2021). Medical Tourism in Penang: An Analysis of Penerbit UTHM. https://publisher.uthm.edu.my/periodicals/index.php/rmtb/article/view/5139
Cham, T., Lim, Y. M., Sia, B., Cheah, J., & Ting, H. (2020). Medical Tourism Destination Image and its Relationship with the Intention to Revisit: A Study of Chinese Medical Tourists in Malaysia. Journal of China Tourism Research, 17(2), 163–191. https://doi.org/10.1080/19388160.2020.1734514
Chen, L. J., & Chen, W. P. (2015). Push-pull factors in international birders' travel. Tourism Management, 48, 416–425. https://www.sciencedirect.com/science/article/pii/S0261517714002532
Chih, H.-L., Wu, S.-F., & Lee, C.-F. (2023). Exploring the role of tourist photography in memory making and travel storytelling. Journal of Hospitality and Leisure Management, 39, 1-13.
Cho, H.-Y., Chang, H.-C., & Han, H.-M. (2020). The moderating effects of service quality on the relationships between destination image, satisfaction, and revisit intention: Evidence from cruise tourists. Tourism Management, 84, 104255.
Dermawan, A. (2022). Penang informs the fed govt it is not accepting medical tourists for now. George Town: New Straits Times. https://www.nst.com.my/amp/news/nation/2020/08/617562/penang-informs-fed-govt-it-not-accepting-medical-tourists-now
Green, A., & White, B. (2019). Sustainable Tourism: A Millennial Perspective. Journal of Sustainable Tourism, 27(5), 603-619.
Gretzel, U., Yoo, J., & Lawson, P. (2019). Understanding tourist price consciousness: A cross-cultural comparison. Journal of Hospitality Marketing & Management, 28(8), 980-1003.
Han, H. J., Lee, E. J., & Shin, H. J. (2020). The effects of relaxation training on anxiety and post-operative pain in breast cancer surgery patients. Complementary Therapies in Medicine, 75, 102540.
Huyghebaert, T., Peeters, E., & Decorte, L. (2020). Cultural immersion tourism: An experiential perspective. Annals of Tourism Research, 83, 102995.
Ivanov, S., & Pavlov, N. (2020). Price transparency and tourist price awareness: Evidence from online travel bookings. International Journal of Hospitality Management, 86, 104135.
Johnson, M., & Brown, R. (2018). The Impact of Social Media on Millennial Travel Decisions."Tourism Management Perspectives, 26, 74-78.
Jones, L., & Smith, P. (2020). Overtourism and Millennial Tourists: Challenges and Solutions." International Journal of Tourism Research, 22(3), 321-336.
Kang, H., Moon, H. J., & Kim, J. (2019). Cultural immersion experiences and psychological well-being in medical tourism: A serial mediation model. International Journal of Hospitality Management, 79, 125-133.
Khan, M. A., & Alam, S. S. (2014). Medical tourism: Definition, drivers, and destinations. Journal of Global Business Management, 9(1), 36-45.
Lee, J. S., & Kim, J. J. (2019). Tourists' experiential values and satisfaction with experiential tourism products: A case study of the Korean traditional village. Tourism Management Perspectives, 32, 100540.
Levy, M. (2019). Marketing Medicine to Millennials: Preparing Institutions and Regulations for Direct-to-Consumer Healthcare. California Western Law Review, 55(2), 9. https://scholarlycommons.law.cwsl.edu/cgi/viewcontent.cgi?article=1680&context=cwlr
Liu, Y., & Beldona, S. (2021). Extracting revisit intentions from social media big data: a rule-based classification model. International Journal of Contemporary Hospitality Management, 33(6), 2176–2193. https://doi.org/10.1108/ijchm-06-2020-0592
Loon, C. S. (2018). Public Health concerns and implications of medical tourism in Penang. 237-240. https://dergipark.org.tr/en/pub/tjph/issue/41354/500243
Lugosi, M. J. (2021). The role of souvenirs in travel narratives: A thematic analysis of tourists' Instagram posts. Tourism Recreation Research, 46(3), 396-410.
Millennial Travel: Understanding the trends and their expectations(2023). Oaky EN. https://oaky.com/en/blog/millennial-travel
Mohamed, B. (2015). Understanding Medical Tourist Perception of Private Hospital Quality in Penang Island. ResearchGate. https://pdfs.semanticscholar.org/2abd/49478b4a0dd2b6e471b115ed9d6d8d67325e.pdf
Mondok, A. (2019). New Generations- New Trends in the SPA Industry. https://ojs.lib.unideb.hu/economica/article/view/3741
Narayanan, S. (2021). Medical Tourism in Malaysia: Growth, . Thailand and the world economy, 1-22. https://so05.tci-thaijo.org/index.php/TER/article/view/240359
Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and revisit intentions at fast food restaurants. Future Business Journal, 6(1). https://doi.org/10.1186/s43093-020-00021-0
Roberts, N. F. (2023,). What is medical tourism? Traveling for Healthcare explained. Forbes. https://www.forbes.com/sites/nicoleroberts/2023/11/29/what-is-medical-tourism-traveling-for-healthcare-explained/
Ruslan Zuhair Pulungan, D. A. (2021). Effect of Hospital Facilities and Doctor Services on Decision of People in Medan City Going to Penang. International Journal of Science and Healthcare Research. https://www.academia.edu/download/66182442/IJSHR048.pdf
Smith, J., et al. (2017). Millennials and Travel: Exploring Motivations and Preferences. Journal of Travel Research, 55(8), 1025-1049.
Soleimani, A., & Einolahzadeh, H. (2018). The influence of service quality on revisit intention: The mediating role of WOM and satisfaction (Case study: Guilan travel agencies). Cogent Social Sciences, 4(1), 1560651. https://doi.org/10.1080/23311886.2018.1560651
Salmi Mohd Isa, G. S. (2019). Patients’ intent to revisit with trust as the mediating role: lessons from Penang Malaysia. Emerald insight. https://www.emerald.com/insight/content/doi/10.1108/IJPHM-10-2017-0056/full/html
Tat- Huei Cham, B. S. (2020). Medical Tourism Destination Imagd and its Relationship with the Internet Revisit: A study of Chinese Medical Tourist In Malaysia. ResearchGate. https://www.tandfonline.com/doi/abs/10.1080/19388160.2020.1734514.
Teo, T. H. J., Teoh, Y. S., & Yap, P. H. (2017). Intention to revisit Penang: A study of push and pull factors. UTAR Institutional Repository. http://eprints.utar.edu.my/2641/1/MK1701-022_Intention_to_revisit_Penang-A_study_of_Push_and_Pull_factors.pdf
UNWTO (2023). Medical tourism: Trends and outlook. World Tourism Organization.
Wu, C.-M., Wu, S.-H., & Lin, R.-H. (2023). Tourist revisit intention under social media influence: An integrated model of travel motivation, destination image, and perceived value. International Journal of Information Management, 69, 102506. https://www.tandfonline.com/doi/abs/10.1080/19388160.2020.1734514
Published
2025-09-14
How to Cite
Mansor, M. H., Jeffri, N. S., & Che Jantan, N. N. N. (2025). The Relationship Between the Motivation of Medical Visits among Millennial Tourists in Penang and Revisit Intention. Information Management and Business Review, 17(3(I), 584-593. https://doi.org/10.22610/imbr.v17i3(I).4513
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Copyright (c) 2025 Mohd Hafidzie Mansor, Nurul Syuhada Jeffri, Nurul Nuralia Natasha Che Jantan
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