Adopting med-tourism apps by foreign medical tourists in India: a behavioral reasoning theory perspective

Purpose This paper aims to bring together the concepts of med-tourism and the use of med-tourism app adoption in India’s context, which currently stands second among the most preferred countries for medical tourism. Design/methodology/approach The study is descriptive and uses structural equation modeling to test the hypotheses by surveying patients and their relatives from the hospitals of Delhi NCR in India. Findings Results revealed that the reasons for adopting the med-tourism app created a strong impact on the attitude of users. Trust in service emerged as a strong reason to adopt med-tourism apps. Information transparency and technology anxiety remained critical factors that affect behavioral intentions. Originality/value This research addresses the gap in the med-tourism app industry by validating reasons for and reasons against adopting these apps, proposing a model and validating the hypothesized relationships.