Global economic progress has resulted in the rapid development of transportation, finance, and tourism. Consequently, medical tourism has emerged as a new and booming market. Hospitals in Taiwan have excellent medical quality and highly-ranked information technology. The geographical, cultural, and linguistic proximity between Taiwan and Mainland China further enhances the appeal of medical tourism in Taiwan as an option for patients from China. Thus, the Taiwanese government has actively modified and improved various aspects of its tourism infrastructure, such as visa regulations, marketing policies, and technologies, to attract medical tourists. One important technology marketing method in its arsenal is the Taiwan Medical Travel App (TMT App), which can be downloaded to mobile devices. The TMT App focuses on promoting Taiwan's medical tourism. Nevertheless, the effectiveness of the TMT App and the usage intention of Chinese patients have not been evaluated. This study proposes a research model based on a literature review to explore the factors that influence Chinese patients' intention to use the TMT App. The research model is then validated using questionnaires and statistical analyses. The results can be used as a reference to enhance customers' intention to use the TMT App and to improve this and other similar Apps.
- Decomposed Theory of Planned Behavior
- International healthcare
- Medical tourism
- Mobile App