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The Theory of Planned Behaviour (TPB) assumes the possibility of predicting and explaining humans’ behaviour by identifying their intentions. The intentions are shaped by three groups of factors: attitudes towards, social norms and perceived behavioural control over the behaviour. The aim of the research is to examine the applicability of the TPB in medical tourism and to check whether there are differences in predicting the intentions of medical tourists from different countries. The study covered potential medical tourists—521 young consumers from three regionally important markets in medical tourism services: Jordan, Poland and Turkey. The study used a research survey to collect data, which were analysed using the multiple regression and analysis of variance methods. The research showed that the TPB model can be used in medical tourism. The results also show that the consumers’ country of origin is a significant factor when predicting their intention to use medical tourism services.

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The main aim of the study was to investigate the role and importance of perceived risk in medical tourism (MT). The research demonstrates that the country of origin and an assessment of the respondents’ own health condition significantly moderates the impact of their attitudes on behavioral intention. The research shows a strong correlation between the risk perceived by the respondents and their attitudes towards MT services. This relationship is significantly moderated by risk awareness, aversion to risk and gender. Additionally, an important factor in the model is the level of satisfaction with medical services in their own country. The survey using a fully structured questionnaire was conducted among young consumers from Jordan, Poland and Turkey. To verify the hypotheses, a multiple regression model with interactions was used.

Surveying people via the Internet presents both opportunities and challenges. The opportunities include quick access to respondents all over the world enabling fast realization of surveys at low costs. The challenges include a lack of control over both the sampling process and research implementation, as well as low response rates. This article describes a method of obtaining an appropriate sample of people for survey research utilising the power of the Internet, while simultaneously allowing the researcher to minimise risk thanks to enhanced control over the sampling process and the implementation of the survey. The proposed method could be used mainly in economic and social surveys; it allows researchers to reach selected groups of respondents and to conduct surveys on a global scale. The proposed sampling method uses LinkedIn's network structure to quickly reach a dispersed population Creating a list of units belonging to the study population resembles the snowball method, though the units are selected for the sample by the researcher and not indicated by the respondents.