Assessing the role of cross-cultural communication in shaping patient perceptions in medical tourism hospitals
DOI:
https://doi.org/10.18203/2349-3259.ijct20251205Keywords:
Cultural competence, Hospital services, International healthcare, Medical tourism, Patient perceptionsAbstract
Background: Medical tourism has emerged as a key sector of the global healthcare industry, offering patients access to advanced treatments in foreign countries. While clinical outcomes are crucial, patient satisfaction is profoundly influenced by cross-cultural communication. This study investigates the impact of cultural competence on patient satisfaction in medical tourism, particularly focusing on communication styles and expectations.
Methods: A cross-sectional design was used to survey 1,476 international medical tourists in a government-approved healthcare facility in New Delhi, India. Data collection employed a detailed questionnaire encompassing six main sections, subdivided into 71 items covering verbal and non-verbal communication, cultural beliefs and time orientation. Statistical analyses included exploratory and confirmatory factor analysis, structural equation modelling and multi-group analysis.
Results: The findings revealed a significant positive relationship between patient beliefs in physicians’ cultural competence and patient satisfaction. Intercultural communication expectations partially mediated this relationship. Operational factors such as waiting and consultation times emerged as moderators. The results indicated that providers who adapted communication styles to patients' cultural expectations achieved higher satisfaction rates.
Conclusions: This study highlights the importance of cultural competence in enhancing patient experiences and satisfaction in medical tourism. By addressing diverse cultural expectations and communication styles, healthcare providers can foster trust and improve outcomes. These findings underscore the need for systematic cross-cultural training as a strategic priority in the global medical tourism industry.
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