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Johor’s potential as a medical tourism destination: measuring medical tourism service quality using modified SERVQUAL Scale

Ahmad, Zubidah and Wan Yusoff, Wan Zahari (2013) Johor’s potential as a medical tourism destination: measuring medical tourism service quality using modified SERVQUAL Scale. In: 1st FPTP Postgraduate Seminar 2013, 23 December 2013, Fakulti Pengurusan Teknologi dan Perniagaan, UTHM .


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This article aims to examine medical tourism activities in Malaysia focusing in Johor area, as Johor is one of a potential destination attracted health and medical tourists and Malaysia as a hub of medical tourism in Asia and worldwide. A study was conducted recently which identify the possible demand and the important issue in medical tourism, the service quality on medical service among tourists visiting a private hospital in Johor. A survey was undertaken of their views on consuming medical tourism service and perception over expectation on the service. SERVQUAL measurement accepted by researchers as one of the most improved methods for measuring and determining the quality of services. However, criticism of the measurement explains the SERVQUAL scale is not a generic scale of these instruments cannot be used in all areas of service. This highlights the need to establish a new scale within the generic scale and focus area, medical tourism. It was found that there is a definite opportunity for medical tourism to expand in Johor with the huge number of potential medical tourist among Indonesian and new dimensions of medical tourism service quality been identified. Johor Bahru, focused the study area is a research limitation, however the is chosen area as a perfect place to study Indonesian outbound tourists. Eventually, this will be the case in many more destinations in Malaysia and the results could be seen as predictive. The implication of the research is the mismatch between the requirements of the demand side based on the service quality evaluation and this emerging niche shall be look into by the medical tourism provider in Johor. This is the first study of its kind is carried out amongst Indonesian medical tourists in Johor.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: component; health tourism; medical tourism, medical tourist Introduction
Subjects: G Geography. Anthropology. Recreation > G Geography (General) > G154.9-1558 Travel and State. Tourism
Divisions: Faculty of Technology Management and Business > Department of Real Estate Management
Depositing User: Normajihan Abd. Rahman
Date Deposited: 01 Sep 2014 04:01
Last Modified: 01 Sep 2014 04:01
URI: http://eprints.uthm.edu.my/id/eprint/5805
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