Medical tourism index and travel willingness via travel anxiety: PLS-NCA approach

This empirical research developed a conceptual model to predict medical tourists’ willingness to travel in the post-pandemic era. The paper employed complexity theory to assess the complex role of medical tourism index (MTI) dimensions on tourist willingness through travel anxiety. Data were gathered using a questionnaire-based survey and analysed using partial least squares structural equation modelling (PLS-SEM) and necessary condition analysis (NCA). The findings proved that travel anxiety partially mediated the association between the MTI dimensions and travel willingness. Besides, findings showed that perceived susceptibility and severity increase travel anxiety among medical tourists. According to the NCA findings, MTI dimensions are necessary to reduce tourists’ fear of travel, increasing their willingness to travel to a country with unique potential for medical tourism. As such, policymakers should try to improve the medical tourism environment and create a favourable environment to reduce travel anxiety.