PERTANIKA JOURNAL OF SCIENCE AND TECHNOLOGY

Malaysia has been targeting health travellers as a source of foreign exchange income especially after the Asian Financial Crisis. It is crucial for medical tourism industry in Malaysia to meet the expectations of their international clients as it competes with neighbours such as Thailand and Singapore. This study assesses the antecedents of attitude influencing the behaviour intention of potential health travellers in Malaysia by examining two dimensions of perceived value, namely perceived benefits and perceived risks. Findings of the study indicated that perceived value is a key predictor of tourist behavioural intentions. A difference was observed between regions among countries of origin. The research also highlighted managerial implications for private hospitals in the areas of marketing and product development. It is recommended hospitals should pay more attention to healthcare service value based on geographic regions of origin in order to create competitive advantage.