Formation of medical tourism destination image and implications for attracting medical tourists to Vietnam
Published: July 20, 2026
Abstract
Medical tourism has become one of the fastest-growing sectors in the global tourism and healthcare industries. The increasing demand for access to high-quality healthcare services at reasonable costs has intensified competition among destinations in attracting international medical tourists. This study aims to analyze the formation process of medical tourism destination image based on a synthesis of theories and previous research findings. Using a qualitative approach through literature review, the study proposes a three-stage model consisting of destination cognition, destination perception, and destination image formation. The results indicate that trust, perceived benefits, and perceived risks play crucial roles in shaping the image of a medical tourism destination. Based on these findings, the study proposes several implications to enhance Vietnam’s ability to attract medical tourists.
Keywords
medical tourismdestination imagedestination cognitiondestination perceptionmedical tourism in Vietnam
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