Perceived Authenticity, Destination Image, and Employee Attitude on Medical Tourist Revisit Intention: The Role of Perceived Satisfaction in Moderation

This study addresses the lack of empirical research on medical tourist revisit intention, focussing on Malaysia’s medical tourism. It examines the factors influencing revisit intention and the moderating role of perceived satisfaction, grounded in the cognitive model and expectation confirmation theory. The proposed model tested seven hypotheses using a Google form online survey in Johor Bahru and Kuala Lumpur, targeting inbound medical tourists. All four direct relationship hypotheses were supported, identifying perceived authenticity, destination image, employee attitude, and perceived satisfaction as significant predictors of revisit intention. Moreover, perceived satisfaction moderated the relationships between these factors and revisit intention. These findings validate the new model and highlight the importance of medical tourist revisit intention in marketing strategies aimed at increasing revisits to Malaysia. The study also provides practical insights for medical tourism and healthcare practitioners into the factors influencing medical tourist revisit intention.