Intra-Regional Medical Tourism Demand in Malaysia: A Qualitative Study of Indonesian Medical Tourists’ Rationale and Preferences

Results from the study enable medical tourism marketers to better target and segments their potential medical tourists and develop a strategic medical tourism marketing roadmap. This study shows that the high demand for medical tourism is related to Malaysia's availability of niche medical services. Besides, this paper expands the understanding of medical tourists' decision-making and argues its implications for Malaysian health policy and healthcare delivery for the medical tourism industry sustainability.