Cultural Competence in Medical Tourism: Applying Communication Accommodation Theory to Improve Doctor-Patient Communication and Medical Tourism Prospects in India

The exponential growth of the medical tourism industry, particularly in India, has highlighted the importance of effective communication between healthcare providers and international patients. This study explores the role of Communication Accommodation Theory (CAT) in enhancing doctor-patient communication in the Indian medical tourism sector, focusing on cultural competence and its impact on patient experiences. A cross-sectional study was conducted with a sample of 1,476 international patients at a healthcare institution in Delhi. Data were collected using a comprehensive questionnaire designed to capture cross-cultural communication nuances. The study employed a post-positivist research approach, and data were analysed using SPSSv24, Smart PLS 3, and MGA-PLS to examine the relationships between various communication-related factors and patient experiences. The analysis revealed that patients’ subjective beliefs and expectations about healthcare or medical tourism significantly influence their healthcare experiences. A strong positive relationship (path coefficient = 0.809) was found between subjective beliefs and patient experience, indicating that culturally competent communication leads to better outcomes. The study also found that patient expectations mediated the relationship between subjective beliefs and patient experiences, emphasizing the need for healthcare providers to manage and meet these expectations effectively. The results underscored the importance of cultural sensitivity in medical communication, particularly regarding gender norms, non-verbal cues, and communication styles.