An Examination of Consumer Preferences and Competitive Positioning in Malaysia’s Health Tourism Industry

Abstract

This study examines the development of the health tourism industry in Malaysia, including its evolution, current state, and future potential. Health tourism, which involves traveling abroad to receive medical treatment, is driven by factors such as lower costs, high-quality treatment, and specialized medical expertise. Since 1998, Malaysia has developed its health tourism sector significantly, despite facing challenges such as the COVID-19 pandemic. By comparing Malaysia with key destinations like Singapore and Thailand, this study identifies best practices and areas needing improvement. Data collected through structured surveys from Malaysian residents reveal the main factors influencing consumer acceptance and preferences in health tourism, including treatment costs, service quality, and medical expertise. These findings offer practical insights for strengthening Malaysia’s position as a leading health tourism destination.

Keywords: Health tourism; Malaysia; medical treatment; quality of healthcare