SERVICE QUALITY AND FOREIGN PATIENT SATISFACTION OF AYURVEDA MEDICAL TOURISM INSTITUTIONS WITH SPECIAL REFERENCE TO HIRU AYURVEDA HEALTH RESORT

Abstract

Sri Lanka has gained recognition as a premier destination for authentic Ayurveda healing. However, Sri Lanka faces significant competition in this industry, making client satisfaction crucial for success. It is required to do time to time investigations about satisfaction and service quality in a dynamic environment. In the Sri Lankan context, the empirical evidence is a minority. This research investigates the service quality and foreign patient satisfaction of Ayurveda medical tourism institutions, specifically focusing on Hiru Ayurveda Resort. A positivist research philosophy and a case study strategy are utilized. In order to meet the research objectives, data for the. Data was collected from 80 respondents from two strata of wellness and medical tourists who visited the Resort over three months period, using a stratified sampling approach and a questionnaire survey. Service quality indicators were quantified using the HEALTHQUAL model, encompassing tangibility, empathy, safety, efficacy, and the degree of improvement of care services, which are specific to healthcare services. The principal program for PLS-SEM analysis was Smart PLS version 4.0.9.8, and it will fill the methodological gap with available literature. The study reveals that the service quality of Ayurveda medical tourism institutions significantly impacts patient satisfaction. Tangibility and improvement of care services dimensions positively affect patient satisfaction, while safety has a negative effect. Empathy and efficacy dimensions do not significantly influence patient satisfaction. The research suggests that management and policymakers should improve the overall service quality of Ayurveda medical tourism institutions to enhance patient satisfaction and provide investors with insights into meeting medical tourists' needs in the industry. For the theoretical understanding, tangibility items and improvement of care services items mostly depend on the service quality of Ayurveda medical tourism.