Medical tourism index and travel willingness via travel anxiety: PLS-NCA approach

ABSTRACTThis empirical research developed a conceptual model to predict medical tourists' willingness to travel in the post-pandemic era. The paper employed complexity theory to assess the complex role of medical tourism index (MTI) dimensions on tourist willingness through travel anxiety. Data were gathered using a questionnaire-based survey and analysed using partial least squares structural equation modelling (PLS-SEM) and necessary condition analysis (NCA). The findings proved that travel anxiety partially mediated the association between the MTI dimensions and travel willingness. Besides, findings showed that perceived susceptibility and severity increase travel anxiety among medical tourists. According to the NCA findings, MTI dimensions are necessary to reduce tourists' fear of travel, increasing their willingness to travel to a country with unique potential for medical tourism. As such, policymakers should try to improve the medical tourism environment and create a favourable environment to reduce travel anxiety.KEYWORDS: Travel anxietymedical tourismnecessary condition analysistravel willingnesscomplexity theory Data availabilityThe datasets analysed during the current study are available from the corresponding author on reasonable request.Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationNotes on contributorsMuhammad Haroon ShoukatMuhammad Haroon Shoukat is a Management Sciences scholar at COMSATS University in Islamabad, Pakistan. He has a Master of Science in Management Sciences with a focus in hospitality and tourism marketing. His research intends to produce significant implications for issues in organizational leadership and the environment. He reviews articles for many peer-reviewed publications and publishes for them as well.Islam ElgammalIslam Elgammal is currently a Professor in the Business Administration Department at the University of Jeddah, Saudi Arabia. She previously worked as the Vice Dean for postgraduates and scientific research in the Faculty of Tourism and Hotel Management at Suez Canal University, Egypt. Elgammal is a guest speaker in various research and postgraduates academic events and an external examiner for academic programmes and postgraduates' thesis and contributed to a number of internationally funded research projects. Her research interests include tourism management, sustainable tourism, sustainable heritage management and green events. She has a set of publications in academic journals and contributed to several academic conferences.Shahab AzizShahab Aziz is an Assistant Professor at IRC for Finance and Digital Economy, Business School, King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia. Shahab had a successful career in Islamic Banking before fulfilling his dream of becoming a faculty member. He obtained his first degree in Economics and Master's degree in Islamic Banking and Finance from UK. Graduated from Universiti Teknologi Malaysia with a PhD in Islamic Finance, he has authored and co-authored various book chapters and articles in many research journals.Hossein OlyaHossein Olya is Professor and Head of Marketing and Cultural & Creative Industries at Sheffield University Management School, Sheffield, UK. His research attempt to develop impactful implications for complex socio-economic and environmental challenges. He currently contributes to several peer reviewed journals as a guest editor, associate editor and editorial board member.Kareem M. SelemKareem M. Selem is Lecturer in Hotel Management, Faculty of Tourism and Hotels at Suez Canal University, Egypt. He has a diverse experience in hospitality management, especially in upscale restaurants and hotels. His research interests are employee wellbeing, crisis management, and disruptive innovations in the hotel industry. He is a reviewer for some journals, such as, International Journal of Contemporary Hospitality Management, Journal of Hospitality and Tourism Management, and Tourism Management Perspectives.