Restarting Medical Tourism in the COVID-19 Pandemic: A Strategic-based Approach

Abstract

: The present study had a twofold objective, including the reconceptualization of medical tourists’ perceived risk in the COVID-19 pandemic and developing strategies to reduce medical tourists’ perceived risk during the pandemic. These two steps were referred to as a strategic-based approach. The first step defines medical tourists’ perceived risk as the subjective/cognitive (mind-driven) expectations and objective/actual (real-image driven) evaluation of the negative consequences/losses before/after making travel decisions to an unsafe COVID-19 destination. Following that, the associated dimensions were identified, such as psychological, financial, health, legal, performance, facility, and time risks. Finally, two main strategies (country-based and hospital-/clinic-based) were developed to create a safe COVID-19 destination. This study could make significant theoretical and practical contributions to strategic medical tourism management.