Beauty and Elegance: Value Co-Creation in Cosmetic Surgery Tourism

Salman Majeed, Zhimin Zhou, Haywantee Ramkissoon

Research output: Contribution to journalArticlepeer-review

25 Citations (Scopus)

Abstract

This study presents an emerging trend in medical tourism, cosmetic surgery tourism (CST). We explore tourists’ perceptions of CST for medical service quality as an antecedent to tourists’ emotional attachment, trust, and intentions to visit, which is underexplored in CST. This study examines the mediating role of value co-creation in influencing behaviors of CST-seeking tourists to experience a better quality of life. Using a sample drawn from 279 tourists, comprised of Australian, Japanese, and Chinese nationalities at two international airports in China, findings show that perceived medical service quality positively influences tourists’ emotional attachment, trust, and intentions to visit directly and through the mediating role of value co-creation across the three nationalities. CST-seeking tourists’ inputs in value co-creation may positively influence their behaviors, which are vital antecedents to promoting CST business. Implications for future research are discussed.

Original languageEnglish
JournalSAGE Open
Volume10
Issue number2
DOIs
Publication statusPublished - Apr 2020

Keywords

  • cosmetic surgery tourism
  • emotional attachment
  • intentions to visit
  • medical tourism
  • tourism marketing
  • tourists’ perceptions
  • trust
  • value co-creation
  • well-being
  • wellness tourism

ASJC Scopus subject areas

  • General Arts and Humanities
  • General Social Sciences

Fingerprint

Dive into the research topics of 'Beauty and Elegance: Value Co-Creation in Cosmetic Surgery Tourism'. Together they form a unique fingerprint.

Cite this