Chinese medical tourists – Their perceptions of Taiwan

•Eight key motives for participation in medical tourism are identified.•The demands for quality at medical institutions are specified.•The demands for quality from tourism operators hinge on three aspects.•The three aspects are itinerary, accommodation quality, and transportation arrangements.

This study explores the motivations and perceptions of Chinese medical tourists visiting Taiwan regarding the quality of tourism packages and the medical services consumed. Knowing the factors that motivate medical tourists and their quality demands for tourism operators and medical institutions is important for medical tourism planners to develop and organize services that serve their customers. Particularly, findings can help tourism operators plan customized itineraries and healthcare services, including software and hardware facilities, for Chinese tourists.