Sweet home: understanding diasporic medication tourism’s revisit intention

Purpose This paper aims to conceptualize diasporic medication tourism and examine the factors influencing the revisit intention of diasporic medication tourists to the border city of Tijuana, Baja California. Design/methodology/approach Based on the push–pull model, four constructs were examined: medication availability (MA) and cultural proximity (CP) (push) and medication quality (MQ) and medication price (MP) (pull). An online survey was conducted with 384 diasporic medication tourists in Tijuana, Mexico, who reported repeated medication purchases from local pharmacies. Findings The results indicate that MA, CP and MQ significantly influence diasporic medication tourists’ revisit intention, while MP shows no significant effect. Practical implications The findings suggest that pharmacies and destination stakeholders in border regions can strengthen diasporic visitors’ loyalty by prioritizing consistent MA, culturally familiar service environments and credible quality assurance. At the policy level, enhanced binational coordination and regulatory clarity may support safe, efficient and culturally responsive pharmaceutical access for diasporic communities. Originality/value This study advances research on medication tourism by reframing diasporic medication travel as a trust-based and culturally embedded form of cross-border pharmaceutical mobility. It proposes a context-sensitive model suited to border regions where developed and developing pharmaceutical systems intersect.