An examination of influencing factors on service experiences to improve healthcare quality in medical tourism

Purpose The study examines the influencing factors that influence service experiences in the rapidly growing medical tourism industry, with a particular emphasis on the state of Chhattisgarh in central India. The threefold objective includes the determination of influencing factors shaping service experiences in the burgeoning field of medical tourism, with a focus on the central Indian state of Chhattisgarh, along with examining the impact of these factors on patient satisfaction and outcomes, and finally providing recommendations for enhancing service experiences in medical tourism. Design/methodology/approach The convenience sampling was used in the research approach to collect data from 340 medical tourists who traveled to Chhattisgarh for medical treatment. The gathered data was then carefully analyzed, using structural equation modeling (SEM)-Smart PLS and extract important variables that influence service experiences. Findings The key drivers influencing service experiences were found to be clinical quality, support services, trust, infrastructure, affordability and regulatory environment. The analysis was applied to ascertain the considerable impact of influencing variables on patient outcomes and satisfaction. With a focus on strategic investments in clinical quality, improved support services, clear regulatory frameworks, and cooperative efforts between the healthcare and tourism sectors, the study offers actionable recommendations. Research limitations/implications The present study provides practical implications for a range of stakeholders in the tourism and healthcare industries. Healthcare providers in Chhattisgarh have the option to make strategic investments aimed at improving clinical quality, modern facilities, and support services in order to draw and keep medical tourists. Governmental organizations can create policies that encourage and facilitate the expansion of medical tourism. The novelty of this research lies in its comprehensive investigation, encompassing diverse aspects such as clinical quality, support services, trust, infrastructure, affordability and regulatory environment, which collectively shape the landscape of medical tourism. Originality/value Furthermore, the study goes beyond mere identification and analysis, utilizing advanced statistical tools such as factor analysis and SEM to examine quantitatively the impact of these factors on patient satisfaction and outcomes. The research not only sheds light on the unique dynamics of Chhattisgarh’s medical tourism but also provides actionable recommendations for stakeholders, bridging the gap between academic insights and practical implications in this emerging sector.