The moderating role of tourist happiness on medical tourism experiences: A study in Ho Chi Minh City (HCMC)

Abstract

<p><span style="font-weight: 400;">This qualitative study explores the moderating role of tourists’ happiness in medical tourism experiences in Ho Chi Minh City. By conducting in-depth interviews, this study aims to investigate the factors that shape tourists’ happiness in relation to their experiences with medical tourism. Key influencing elements include the perceived quality of healthcare services, emotional rapport with medical staff, and the socio-cultural setting of the destination. Findings indicate that positive affective states substantially enhance overall satisfaction, while emotional solidarity between patients and providers fosters a supportive environment. Furthermore, the study highlights the importance of the service environment, suggesting that aesthetically and functionally optimized healthcare environments, combined with attentive staff interactions, can lead to improved patient outcomes. These findings indicate that medical tourism providers should prioritize emotional well-being to create a more holistic patient experience.</span></p>