Chinese Tourists’ Intention to Stay in Medical Hotels: Moderating Role of Service Quality

Growth in medical tourism and healthcare demand is driving the development of medical hotels, attracting increasing scholarly attention. Yet, empirical evidence on intention to stay in medical hotels remains limited, particularly for Chinese tourists. Drawing on the Theory of Planned Behavior (TPB), this study models attitude, subjective norm, and perceived behavioral control as antecedents of desire. It also tests perceived service quality as a contextual moderator. Survey data from 238 Chinese tourists were analyzed using validated measures and structural equation modeling (SEM). Results show that desire mediates the effects of the TPB variables on intention. The desire-intention linkage strengthens at higher perceived service quality. The study refines TPB by specifying desire as a proximal mediator and by theorizing perceived service quality as a boundary condition in a China-specific setting. For managers, actionable levers include communicating assurance and cleanliness protocols in pre-stay communications, and establishing a clinical–hotel liaison for standardized briefings. Designing for privacy and caregiver support (discrete intake, spatial zoning) and improving accessibility and price transparency can also reinforce perceived behavioral control. These steps can enhance perceived service quality and facilitate the conversion of desire into booking intention.