Perception and Attitude of South-South Residents towards Newspaper Coverage of Medical Tourism in Nigeria

Background: Medical tourism has become an increasingly significant phenomenon in Nigeria, with newspapers serving as a major channel through which the public receives information on healthcare services abroad. Understanding how residents interpret such media coverage is essential for assessing its role in shaping health-related perceptions and decisions. Objective: This study examined the perception and attitude of South-South residents towards newspaper coverage of medical tourism in Nigeria. Specifically, it sought to ascertain the level of awareness of such coverage, determine the extent of exposure, examine attitudes towards the content, identify factors influencing perceptions, and assess how coverage impacts decisions to seek medical care abroad. Method: The study was anchored on the Health Belief Model and perception theory. It adopted a survey design and employed the questionnaire as the instrument of data collection. Result: Findings revealed that a significant majority of residents were aware of newspaper coverage of medical tourism, with over 75% affirming that newspapers effectively communicated relevant information. Many respondents rated their awareness as high, indicating that newspapers fostered trust and confidence in medical tourism. Engagement with medical tourism content varied, but most respondents found the coverage informative and helpful. Overall, attitudes towards newspaper coverage were positive, with many considering it objective and trustworthy. Notably, favourable portrayals increased willingness to seek treatment abroad, while negative depictions of local healthcare intensified consideration of foreign options. Conclusion: The study concluded that newspaper coverage significantly influences South-South residents’ decisions to seek medical care abroad by enhancing confidence in foreign healthcare services and shaping perceptions of local healthcare. Unique Contribution: This study extends knowledge by empirically demonstrating how newspaper coverage of medical tourism not only informs but also validates and reinforces existing perceptions of foreign healthcare as superior, thereby influencing health-seeking behaviours. Key Recommendation: The study recommends that newspaper editors prioritise accuracy and depth in reporting medical tourism issues, while health authorities should collaborate with the media to design awareness campaigns that promote balanced perspectives on both local and foreign healthcare options.