Medical tourism is witnessing accelerated growth in India, particularly post-pandemic, yet this concentration remains limited to select metropolitan hubs. This study focuses on Bengaluru, a global technology hub that is underrepresented in the medical tourism sector. This study aims to investigate the key drivers attracting medical tourists to this city and examine the mediating role of motivational factors and promotional strategies in shaping their decision-making process.
Data were collected from 221 doctors practising in reputed Bengaluru hospitals that cater to medical tourists. The responses were analysed using partial least squares structural equation modelling to examine relationships among the key variables.
The results indicate that infrastructure, medical treatment, quality of care and hospital facilities significantly influence destination choice, whereas cost does not. Motivational factors mediate these relationships, highlighting their importance in patient decision-making. However, promotional strategies have an insignificant direct impact on destination choice.
The findings highlight the need for patient-centric strategies, including investment in infrastructure, personalised care and adoption of the hospitality-to-health-care model. Trust-based marketing, such as doctor endorsements and patient testimonials, should be prioritised over cost-driven promotions. Although focused on Bengaluru, these insights offer scalable strategies to enhance India’s global competitiveness in medical tourism.
This study provides empirical insights into the role of doctors in shaping medical tourism and bridges the hospital–patient gap, offering actionable insights for stakeholders to strengthen India’s position in the global medical tourism market.
