New perspectives on the influence of cross-cultural dimensions on medical tourism health services

Abstract

This research aims to comprehensively explore how cross-cultural value dimensions impact the medical tourism decision-making of young people in China and Thailand. In a globalized ea, understanding such cultural influences on consumer behavior is vital for multiple reasons. It deepens comprehen ion of medical tourism consumer behavior, offers practical applications for institutions, and contributes to cross-cultural research. The study poses questions regarding how specific cross-cultural value dimensions affect young people's medical tourism decisions, the differences and similarities in their decision-making patterns, and how providers can adapt services. The research has a sample size of only 5 young medical tourists from each country, confinement to China and Thailand, and the use of qualitative research methods that may introduce subjectivity. The results of qualitative analysis show that Chinese interviewees are partially autonomous in decision-making, taking into account the opinions of relatives and friends, valuing technical effects, being cautious about risks, and paying more attention to solving current problems while focusing on future impacts; The Thailand interviewees balanced the risk and benefit based on the suggestions of relatives and friends and their own preferences, and their attention to various aspects of services varies according to the project.