Medical tourism experiences, perceived value and tourists’ happiness and word of mouth in Ho Chi Minh City: A qualitative exploration

Abstract

This study addresses a growing need to understand how Medical Tourism Experiences (MTEx) shape tourists’ Perceived Value (PV) and happiness, ultimately influencing Word-of-Mouth (WoM) in Ho Chi Minh City (HCMC). The research identifies key factors influencing patient satisfaction and emotional well-being through in-depth qualitative interviews with 10 international medical tourists from 07 countries. The findings indicate that high-quality medical care, emotional support from healthcare providers, and integrating leisure activities are critical in enhancing PV and overall happiness. Participants reported that positive MTEx improved their emotional well-being and encouraged them to share their experiences with others, fostering positive WoM. The study highlights important implications for stakeholders, including healthcare providers and tourism operators, emphasizing the need for high-quality service delivery, cultural competence, and strategic communication to enhance the MTEx. Recommendations include training staff in cross-cultural patient care, improving customer service standards, and promoting local attractions to develop comprehensive medical tourism packages. Future research should focus on quantitative assessments to validate the identified relationships and examine the long-term impact of MTEx on patient well-being and loyalty. This study contributes to the broader understanding of medical tourism dynamics and provides actionable insights for enhancing patient satisfaction and destination competitiveness in HCMC and beyond.