ABSTRACT
This chapter aims to study the behavioural intentions of health tourists in Mashhad, Iran, inspired by the theory of planned behaviour. It investigates theoretical relationships among perceived quality, trust and intentions to revisit the destination for healthcare. Higher trust can lead to more positive behavioural intentions such as suggesting medical services to friends and relatives upon return. Behavioural intentions play a key role in marketing because of their importance in the long-term sustainability of the companies. The chapter examines the mediating role of perceived trust in theoretical relationships. R. M. Kramer argues that a lack of trust in doctors and health services can be detrimental to health tourists' behavioural intentions. The theory of planned behaviour suggests three predictors of behaviour, namely attitude, subjective norm and perceived behaviour control. The chapter evaluates the level of perceived quality of health services by tourists in Mashhad, Iran.
