IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v10y2020i2p2158244020932538.html
   My bibliography  Save this article

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

Author

Listed:
  • Salman Majeed
  • Zhimin Zhou
  • Haywantee Ramkissoon

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.

Suggested Citation

  • Salman Majeed & Zhimin Zhou & Haywantee Ramkissoon, 2020. "Beauty and Elegance: Value Co-Creation in Cosmetic Surgery Tourism," SAGE Open, , vol. 10(2), pages 21582440209, June.
    • Handle: RePEc:sae:sagope:v:10:y:2020:i:2:p:2158244020932538
    DOI: 10.1177/2158244020932538
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/2158244020932538
    Download Restriction: no
    File URL: https://libkey.io/10.1177/2158244020932538?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Han, Heesup & Kim, Yunhi & Kim, Chulwon & Ham, Sunny, 2015. "Medical hotels in the growing healthcare business industry: Impact of international travelers' perceived outcomes," Journal of Business Research, Elsevier, vol. 68(9), pages 1869-1877.
    2. Žabkar, Vesna & Brenčič, Maja Makovec & Dmitrović, Tanja, 2010. "Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level," Tourism Management, Elsevier, vol. 31(4), pages 537-546.
    3. Nguyen Thi, Phi Linh & Briancon, S. & Empereur, F. & Guillemin, F., 2002. "Factors determining inpatient satisfaction with care," Social Science & Medicine, Elsevier, vol. 54(4), pages 493-504, February.
    4. Ramkissoon, Haywantee & Graham Smith, Liam David & Weiler, Betty, 2013. "Testing the dimensionality of place attachment and its relationships with place satisfaction and pro-environmental behaviours: A structural equation modelling approach," Tourism Management, Elsevier, vol. 36(C), pages 552-566.
    5. Yu, Ji Yun & Ko, Tae Gyou, 2012. "A cross-cultural study of perceptions of medical tourism among Chinese, Japanese and Korean tourists in Korea," Tourism Management, Elsevier, vol. 33(1), pages 80-88.
    6. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    7. Salman Majeed & Changbao Lu & Mahwash Majeed & Muahmmad Naeem Shahid, 2018. "Health Resorts and Multi-Textured Perceptions of International Health Tourists," Sustainability, MDPI, vol. 10(4), pages 1-26, April.
    8. Han, Heesup & Hyun, Sunghyup Sean, 2015. "Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness," Tourism Management, Elsevier, vol. 46(C), pages 20-29.
    9. Ordanini, Andrea & Pasini, Paolo, 2008. "Service co-production and value co-creation: The case for a service-oriented architecture (SOA)," European Management Journal, Elsevier, vol. 26(5), pages 289-297, October.
    10. Carmon, Ziv & Wertenbroch, Klaus & Zeelenberg, Marcel, 2003. "Option Attachment: When Deliberating Makes Choosing Feel Like Losing," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(1), pages 15-29, June.
    11. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    12. Salman Majeed & Changbao Lu & Muhammad Usman, 2017. "Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior," Frontiers of Business Research in China, Springer, vol. 11(1), pages 1-25, December.
    13. Connell, John, 2013. "Contemporary medical tourism: Conceptualisation, culture and commodification," Tourism Management, Elsevier, vol. 34(C), pages 1-13.
    14. Pan, Tze-Jen & Chen, Wen-Chang, 2014. "Chinese medical tourists – Their perceptions of Taiwan," Tourism Management, Elsevier, vol. 44(C), pages 108-112.
    15. Piera Buonincontri & Alessandra Marasco & Haywantee Ramkissoon, 2017. "Visitors’ Experience, Place Attachment and Sustainable Behaviour at Cultural Heritage Sites: A Conceptual Framework," Sustainability, MDPI, vol. 9(7), pages 1-19, June.
    16. Hanefeld, J. & Lunt, N. & Smith, R. & Horsfall, D., 2015. "Why do medical tourists travel to where they do? The role of networks in determining medical travel," Social Science & Medicine, Elsevier, vol. 124(C), pages 356-363.
    17. Gonzalez, Maria Elisa Alen & Comesana, Lorenzo Rodriguez & Brea, Jose Antonio Fraiz, 2007. "Assessing tourist behavioral intentions through perceived service quality and customer satisfaction," Journal of Business Research, Elsevier, vol. 60(2), pages 153-160, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Laura Kemppainen & Veera Koskinen & Harley Bergroth & Eetu Marttila & Teemu Kemppainen, 2021. "Health and Wellness–Related Travel: A Scoping Study of the Literature in 2010-2018," SAGE Open, , vol. 11(2), pages 21582440211, May.
    2. Salman Majeed & Changbao Lu & Mahwash Majeed & Muahmmad Naeem Shahid, 2018. "Health Resorts and Multi-Textured Perceptions of International Health Tourists," Sustainability, MDPI, vol. 10(4), pages 1-26, April.
    3. Sifeng Nian & Honglei Zhang & Ling Mao & Wenjing Zhao & Hui Zhang & Youhai Lu & Yingying Zhang & Yifan Xu, 2019. "How Outstanding Universal Value, Service Quality and Place Attachment Influences Tourist Intention Towards World Heritage Conservation: A Case Study of Mount Sanqingshan National Park, China," Sustainability, MDPI, vol. 11(12), pages 1-18, June.
    4. Gian Luca Casali & Mirko Perano & Andrea Moretta Tartaglione & Roxanne Zolin, 2018. "How Business Idea Fit Affects Sustainability and Creates Opportunities for Value Co-Creation in Nascent Firms," Sustainability, MDPI, vol. 10(1), pages 1-15, January.
    5. Judita Kasperiuniene & Vilma Zydziunaite, 2019. "A Systematic Literature Review on Professional Identity Construction in Social Media," SAGE Open, , vol. 9(1), pages 21582440198, February.
    6. Landmann, Dirk Hauke & Kimmig, Sabrina & Lagerkvist, Carl Johan, 2018. "Understanding the relationship between trainers’ qualification, learning success and satisfaction for agricultural capacity development in rural Bihar," GlobalFood Discussion Papers 273052, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    7. Moghavvemi, Sedigheh & Ormond, Meghann & Musa, Ghazali & Mohamed Isa, Che Ruhana & Thirumoorthi, Thinaranjeney & Bin Mustapha, Mohd Zulkhairi & Kanapathy, Kanagi A./P. & Chiremel Chandy, Jacob John, 2017. "Connecting with prospective medical tourists online: A cross-sectional analysis of private hospital websites promoting medical tourism in India, Malaysia and Thailand," Tourism Management, Elsevier, vol. 58(C), pages 154-163.
    8. Han, Heesup & Hyun, Sunghyup Sean, 2015. "Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness," Tourism Management, Elsevier, vol. 46(C), pages 20-29.
    9. Yongrok Choi & Zamira Ashurova & Hyoungsuk Lee, 2021. "Sustainable Governance on the Intention of Medical Tourism in Uzbekistan," Sustainability, MDPI, vol. 13(12), pages 1-18, June.
    10. Mohammad Jamal Khan & Firoz Khan & Saba Amin & Shankar Chelliah, 2020. "Perceived Risks, Travel Constraints, and Destination Perception: A Study on Sub-Saharan African Medical Travellers," Sustainability, MDPI, vol. 12(7), pages 1-16, April.
    11. Han, Heesup & Yu, Jongsik & Kim, Wansoo, 2019. "An electric airplane: Assessing the effect of travelers' perceived risk, attitude, and new product knowledge," Journal of Air Transport Management, Elsevier, vol. 78(C), pages 33-42.
    12. Yan Gao & Lilin Zou & Alastair M. Morrison & Fanglin Wu, 2021. "Do Situations Influence the Environmentally Responsible Behaviors of National Park Visitors? Survey from Shennongjia National Park, Hubei Province, China," Land, MDPI, vol. 10(9), pages 1-15, August.
    13. Kazem Haki & Michael Blaschke & Stephan Aier & Robert Winter, 2019. "A Value Co-creation Perspective on Information Systems Analysis and Design," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 61(4), pages 487-502, August.
    14. Antonino Mario Oliveri & Gabriella Polizzi & Anna Maria Parroco, 2019. "Measuring Tourist Satisfaction Through a Dual Approach: The 4Q Methodology," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 146(1), pages 361-382, November.
    15. Heesup Han & Soyeun Lee & Sunghyup Sean Hyun, 2020. "Tourism and Altruistic Intention: Volunteer Tourism Development and Self-Interested Value," Sustainability, MDPI, vol. 12(5), pages 1-14, March.
    16. Ying Teng & Zhenzhong Ma & Lei Jing, 2021. "Explore the World Responsibly: The Antecedents of Ethical Tourism Behaviors in China," Sustainability, MDPI, vol. 13(9), pages 1-17, April.
    17. Soojung Kim & Charles Arcodia & Insin Kim, 2019. "Critical Success Factors of Medical Tourism: The Case of South Korea," IJERPH, MDPI, vol. 16(24), pages 1-15, December.
    18. Quintal, Vanessa Ann & Thomas, Ben & Phau, Ian, 2015. "Incorporating the winescape into the theory of planned behaviour: Examining ‘new world’ wineries," Tourism Management, Elsevier, vol. 46(C), pages 596-609.
    19. Georgia Giannake & Athina Economou & Theodore Metaxas & Mary Geitona, 2023. "Medical Tourism in the Region of Thessaly, Greece: Opinions and Perspectives from Healthcare Providers," Sustainability, MDPI, vol. 15(10), pages 1-16, May.
    20. Jose Antonio Román-Augusto & Camila Garrido-Lecca-Vera & Manuel Luis Lodeiros-Zubiria & Martin Mauricio-Andia, 2022. "Green Marketing: Drivers in the Process of Buying Green Products—The Role of Green Satisfaction, Green Trust, Green WOM and Green Perceived Value," Sustainability, MDPI, vol. 14(17), pages 1-17, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:10:y:2020:i:2:p:2158244020932538. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.