Analysis of Determinants, Experience, Perception and Behavioural Intentions of Medical Tourists towards the Artificial Intelligence consumption

This research study aimed to identify the determining factors affecting the artificial intelligence (AI) consumption in medical tourism and addressed medical tourists’ experience, perception, and their behavioural intention towards the AI-assisted tools and technologies during the medical travel and treatment. The study was conducted among 384 medical tourists who visited 9 JCI (Joint Commission International) accredited private hospitals in Delhi-NCR. Regression analysis concluded that among the seven AI consumption motivators, information search, data security, interactivity, accessibility, and continuous health monitoring positively impact the medical tourist experience. The results further revealed that medical Sa’idtourists' experience with AI usage positively impacts perception and also that experience and perception influence their behavioural intentions significantly as well. These results underscore the critical role of AI in improving medical tourist experiences and shaping their intentions, emphasising the growing significance of technology in the worldwide healthcare landscape. This study contributes to the medical tourism research domain, as the existing literature lacked research on patients’ perceptions and behaviours towards AI consumption. The findings will be useful for other stakeholders, like medical care providers, to make more investments in implementing AI technologies in the health and tourism industry for improving the medical destination image and medical tourist flow, leading to increased economy.