Revista de Asuntos Legales, Éticos y Regulatorios

Abstracto

Country brand image Malaysia in medical tourism industry in influencing the behavior of Indonesian people

Trie Damayanti, Susanne Dida, Dadang Rahmat Hidayat, Sung Kyum Cho

This article is the result of a study that tries to describe Malaysia’s country brand image in the medical tourism industry in influencing the behavior of Indonesians towards the neighboring country. By using Indonesians living in Sumatra as a population obtained depictions of how belief in competence, integrity in the medical world as well as the natural beauty offered to tourists significantly affect the positive behavior of Indonesians in Malaysia as a country.