Medical tourism destination image formation process: A conceptual model

Perceived risks, travel motivations, and destination cognitive and affective image have been extensively studied in tourism literature, yet literature related to these variables in medical tourism literature is sparse. The concept argued in this article is founded on the decision-making models used in tourism literature and drawing on work of prominent scholars in tourism. Findings of the literature review suggest that Medical Tourists’ perceived risks about destination and travel motivations will have impact on the image of medical tourism destinations.