Exploring the effects of trust, risk, and attitude on behavioral intentions toward medical hotels: a moderated framework of perceived value

Purpose By proposing and testing a trust-risk-attitude-behavior framework, this research aimed to examine the relationships between trust, perceived risk, attitude toward medical hotels, and intention to accommodate at a medical hotel. Additionally, the study investigated the moderating role of perceived value in the proposed relationships. Design/methodology/approach Data were obtained from a sample of 351 participants who underwent an overnight stay in a healthcare facility for the purpose of receiving medical care. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed to assess the study model and test the hypotheses of the study. Findings The findings of the current investigation indicated that trust had a negative effect on perceived risk and a positive effect on attitudes toward medical hotels. Moreover, perceived risk negatively influenced attitudes toward medical hotels, while attitudes toward medical hotels positively impacted the behavioral intention to stay. In addition, a significant moderating effect of perceived value was observed for all hypothesized relationships within the model, except for the relationship between attitude and intention to stay. Practical implications The findings of this study offer valuable recommendations for industry professionals, such as administrators, marketing strategists, and operational leaders in the medical hotel sector. Originality/value This study represents one of the pioneering empirical investigations to evaluate a theoretical model examining potential patients’ intentions to accommodate at medical hotels through the lens of trust, perceived risk, and attitude.