The COVID-19 pandemic has significantly affected the medical tourism sector. This study examines the evolution of medical tourists' expectations, specifically emphasizing the impact of consumer value variables on these expectations and the determinants influencing their propensity to visit to Kuching, Sarawak, Malaysia. The research elucidates the decision-making processes of medical tourists through the application of push and pull motivational theory. It utilizes partial least squares approach, based on a comprehensive literature analysis and data gathered from 708 medical tourists. The findings yield significant theoretical insights concerning consumption value, augment the current literature on healthcare services by reinforcing a health service framework, and present pragmatic recommendations for healthcare providers, policymakers, and other stakeholders striving to establish Sarawak as a leading medical tourism destination in the post-pandemic era.
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