Drivers in determining medical tourism destination choice among international tourists using partial least squares method

Medical tourism is a relatively new segment that has spurred the attention of major health care leaders across globe over decade. The global medical market shown extensive growth whereby generated USD11.56 billion in 2020 which increased to USD13. 98 2021. amount projected grow USD53.51 2028. In Asia region, few countries are playing their roles as destinations such Thailand and Singapore. However, Malaysia continues lag far behind neighbouring terms number international visitors. Thus, study aims determine drivers destination choice among tourists. Purposive sampling technique was applied for study. A total 115 responses from 21 different were collected through Tourism Agency Website overseas branch. Data analysed using partial least squares method. It can be concluded lower cost tourist attraction have paramount importance choosing destination. outcome will contribute field particularly context improvising marketing strategies strategic partnership.