More Than Marketing: The Role of Emotional Intelligence in Social Media for Medical Tourism
The medical tourism experience is increasingly shaped not just by clinical quality and cost, but also by how patients emotionally connect with their providers. The journey begins long before they ever step foot in a medical facility, which is often far from home. Social media serves as a powerf...
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| Format: | Article |
| Language: | English |
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Bowling Green State University
2025-01-01
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| Series: | Visions in Leisure and Business |
| Online Access: | https://scholarworks.bgsu.edu/visions/vol27/iss1/7/ |
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| _version_ | 1850043786285023232 |
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| author | Yawei Wang |
| author_facet | Yawei Wang |
| author_sort | Yawei Wang |
| collection | DOAJ |
| description |
The medical tourism experience is increasingly shaped not just by clinical quality and cost, but also by how patients emotionally connect with their providers. The journey begins long before they ever step foot in a medical facility, which is often far from home. Social media serves as a powerful interface for prospective patients to evaluate care, communicate needs, and gain reassurance. This manuscript proposes a conceptual framework that integrates Goleman’s Emotional Intelligence (EI) model with the Uses and Gratifications Theory (UGT) to explain how medical tourism providers create value through emotionally intelligent online communication. Based on qualitative analysis of user-generated content and provider responses across multiple platforms, the framework identifies key emotional touchpoints in the medical tourism journey. It clarifies how EI-driven interactions influence trust, satisfaction, and behavioral intentions. |
| format | Article |
| id | doaj-art-67b3883457ea4a0188e5209e0b2ed2df |
| institution | DOAJ |
| issn | 2690-6708 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Bowling Green State University |
| record_format | Article |
| series | Visions in Leisure and Business |
| spelling | doaj-art-67b3883457ea4a0188e5209e0b2ed2df2025-08-20T02:55:09ZengBowling Green State UniversityVisions in Leisure and Business2690-67082025-01-0127110.25035/visions.27.01.07More Than Marketing: The Role of Emotional Intelligence in Social Media for Medical TourismYawei Wang The medical tourism experience is increasingly shaped not just by clinical quality and cost, but also by how patients emotionally connect with their providers. The journey begins long before they ever step foot in a medical facility, which is often far from home. Social media serves as a powerful interface for prospective patients to evaluate care, communicate needs, and gain reassurance. This manuscript proposes a conceptual framework that integrates Goleman’s Emotional Intelligence (EI) model with the Uses and Gratifications Theory (UGT) to explain how medical tourism providers create value through emotionally intelligent online communication. Based on qualitative analysis of user-generated content and provider responses across multiple platforms, the framework identifies key emotional touchpoints in the medical tourism journey. It clarifies how EI-driven interactions influence trust, satisfaction, and behavioral intentions.https://scholarworks.bgsu.edu/visions/vol27/iss1/7/ |
| spellingShingle | Yawei Wang More Than Marketing: The Role of Emotional Intelligence in Social Media for Medical Tourism Visions in Leisure and Business |
| title | More Than Marketing: The Role of Emotional Intelligence in Social Media for Medical Tourism |
| title_full | More Than Marketing: The Role of Emotional Intelligence in Social Media for Medical Tourism |
| title_fullStr | More Than Marketing: The Role of Emotional Intelligence in Social Media for Medical Tourism |
| title_full_unstemmed | More Than Marketing: The Role of Emotional Intelligence in Social Media for Medical Tourism |
| title_short | More Than Marketing: The Role of Emotional Intelligence in Social Media for Medical Tourism |
| title_sort | more than marketing the role of emotional intelligence in social media for medical tourism |
| url | https://scholarworks.bgsu.edu/visions/vol27/iss1/7/ |
| work_keys_str_mv | AT yaweiwang morethanmarketingtheroleofemotionalintelligenceinsocialmediaformedicaltourism |