ABSTRACT This study develops and validates the Medical Tourism Motivation Scale (MTMS) to fill the gap in systematic measurement within medical tourism research. Based on the Push–Pull Theory and Health Belief Model, qualitative interviews and Delphi consultations generated an initial item pool, refined and tested through two surveys in China and Southeast Asia ( n = 333; n = 389). Analyses confirmed a reliable five‐factor structure—health beliefs, cost‐effectiveness, convenience, cultural and leisure integration, and risk and assurance. Structural modeling showed motivation significantly predicts behavioral intention ( β = 0.66, R 2 = 0.44). The MTMS enriches theory by linking internal health concerns with external destination attributes and offers practical guidance for targeting health‐sensitive travelers, improving convenience and assurance, and integrating cultural elements.
Xu et al. (Sun,) studied this question.
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