Travel behavioral intention of choosing Malaysia as destination for medical tourism

This paper aims to explore how the image of destination could allure the medical tourists in choosing Malaysia as their chosen destination. This conceptual paper offers an in-depth literature review regarding destination image and behavioral intention of the potential tourists and medical tourists. These tourists and medical tourists from many countries will be tapped in order to get information and to test the hypotheses. Understanding the relationships between behavioral intention and destination image, the destination country would have a better idea how to build up and attractive image and improve their marketing efforts in attracting as many medical tourists as possible. This study is perhaps will contribute to an understanding what factors that will influence the intentions of medical tourists through investigation by targeting the customers' perception and satisfaction.