The effect of medical tourism experience on customers’ word of mouth  - The mediating role tourists happiness

Phuoc Hai To

doi:10.46223/HCMCOUJS.econ.en.16.6.4247.2026

Authors

To Phuoc Hai haitp@ueh.edu.vn
University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam

https://orcid.org/0009-0007-7328-7179

DOI:

10.46223/HCMCOUJS.econ.en.16.6.4247.2026

Keywords:

customer experience; medical tourism; tourism happiness; word of mouth

JEL Classification:

I11; L83; M31; Z32

Abstract

This study examines how Medical Tourism Experiences (MTEx) influence Word of Mouth (WOM) among medical tourists, with tourists’ happiness serving as a key mediating role. Based on survey data from 454 medical tourists in Ho Chi Minh City (HCMC), the findings reveal that positive medical tourism experiences not only have a direct impact on WOM but also enhance tourists’ happiness, which in turn encourages them to share their experiences with others. These insights highlight the importance of both medical service quality and overall travel satisfaction in shaping tourists’ recommendations. The study offers practical insights for healthcare providers, tourism operators, and policymakers, as well as suggestions for future research in this rapidly evolving field.

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