Medical tourism in Malaysia: an investigation of the destination branding factors and its influence on the behaviour of medical tourists

The steady growth of the medical tourism industry made it one of the most attractive and economically viable tourism sectors for different countries. Over the past few years, Malaysia has been one of the beneficiaries of the industry and now wants to become the top destination for medical tourism around the region. This study focused on branding the Malaysia medical tourism industry. This was done by looking at the behaviour (their awareness, perception of image, quality and satisfaction) of medical tourists to determine their intention to revisit the country in the future or recommend others to visit.