The country of origin of services and consumers as the determinants of purchase intentions in medical tourism

The aim of the study is to find the determinants of the decision to purchase medical services in other countries. The following hypothesis is tested: the image of the country of origin, the power of the country and the origin of the consumer influence the consumer’s intentions to purchase medical services. An international comparison has been carried out, in which 264 respondents from Poland, Germany and Lithuania have participated. The data have been collected with the use of a questionnaire form developed by the authors, and they have been analysed with a mixed regression analysis. The results show that the readiness to purchase medical services differs, depending on the country of origin of services, the power of the country and the origin of the consumer. The results of the research can be applied in business practice and in the strategies developed by institutions shaping the image of the country and positioning it in the international context.