Developing the CAS model based on factors motivating medical tourists’ decision-making process:A conceptual literature review

The existing body of literature on medical tourism suggests that at present, there is no holistic conceptual framework to determine the motivations behind medical tourists’ decision-making processes, from the initial cognitive recognition stage to the last supply stage. This study therefore proposes the CAS model to better gauge the stages of medical tourists’ decision-making process. The model considers three distinct stages – cognitive intention, awareness and selection, and supply of medical tourism – to differentiate between customer motivations and supply-side motivations. It is recommended that future studies employ qualitative and cross-culture approaches to further analyse the model and its usability.