Image of Poland as perceived by German and British medical tourists
ISSN: 1660-5373
Article publication date: 13 September 2019
Issue publication date: 18 September 2019
Abstract
Purpose
The purpose of this paper is to identify Poland’s image as a medical tourism destination (MTD).
Design/methodology/approach
Survey data were collected from 282 German and British medical tourists, using a self-administered questionnaire. The Computer-Assisted Web Interviewing method was used to conduct the survey. Subsequently, the responses were analysed using advanced statistical tools (McNemar’s exact test, Cochran’s Q test and Chi-square test).
Findings
Before visiting Poland, the respondents perceived the country through the prism of medical attributes, whereas after the visit, they perceived it through the prism of non-medical attributes.
Research limitations/implications
Identification of a set of MTD image characteristics has important implications for scholars, allowing them to understand attributes which shape projected and perceived MTD image. Such construct can also be a useful tool for marketing planners, destination managers and marketers to create an effective marketing policy and projected image of MTDs based on these features.
Originality/value
The study fills an important gap regarding the lack of conceptual and empirical content allowing for exploration of MTD image.
Keywords
Citation
Dryglas, D. and Lubowiecki-Vikuk, A. (2019), "Image of Poland as perceived by German and British medical tourists", Tourism Review, Vol. 74 No. 4, pp. 861-871. https://doi.org/10.1108/TR-07-2018-0105
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited