한국 의료관광 이미지와 지각된 가치가 방문 의도에 미치는 영향 : 확장된 계획된 행동이론의 매개효과 및 관광목적지 자아 일치도의 조절효과 중심으로 = The Effects of Korean Medical Tourism Image and Perceived Value on Visit Intentions: Focusing on the Mediating Effects of the Extended Theory of Planned Behavior and the Moderating Role of Destination-Self Congruity

다국어 초록 (Multilingual Abstract)

This study empirically analyzed the influence of the medical tourism image of South Korea and perceived value on tourists’ visit intention. To achieve this, an extended research model was proposed, integrating Destination-Self Congruity Theory with the foundational Theory of Planned Behavior(TPB). While the traditional TPB explains visit intention through three factors—Attitude, Subjective Norm, and Perceived Behavioral Control—this study established medical tourism image and perceived value as antecedents within the specific context of Korean medical tourism, and verified their direct and indirect paths to behavioral intention. Research data were collected through a survey targeting foreign tourists who have either experienced Korean medical tourism or expressed interest in it. Hypotheses were tested using SPSS analysis. The results showed that the medical tourism image of South Korea had a significant positive (+) influence on perceived value. Perceived value, in turn, indirectly influenced behavioral intention through the mediating factors of Attitude, Subjective Norm, and Perceived Behavioral Control, while also demonstrating a direct influence. Furthermore, Destination-Self Congruity was found to partially moderate the relationship between perceived value and perceived behavioral control. These findings empirically underscore the importance of cognitive and affective value in the formation process of medical tourism visit intention. They are significant as they expand the traditional TPB model, thereby enhancing the theoretical explanatory power within the medical tourism sector. This study suggests the necessity of an integrated approach for future medical tourism marketing strategies— one that goes beyond simple service quality enhancement to consider tourists’ self-identity and affective congruity.
Keywords:Medical tourism, Medical tourism image, Perceived value, Visit intention, Theory of Planned Behavior, Destination self-congruity

목차 (Table of Contents)

• 제 1 장 서론 ······················································································· 1
• 제 1 절 연구배경 ························································································ 1
• 제 2 절 연구목적 ························································································ 4
• 제 2장 이론적 배경 ··········································································· 5
• 제 1 절 한국 의료관광 이미지 ································································ 5
• 1. 의료관광 정의 ·································································································· 5
• 2. 의료관광 이미지 ···························································································· 10
• 2.1 의료관광 이미지 ···································································································· 10
• 2.2 의료관광 이미지의 구성요소 ············································································ 14
• 2.3 의료관광 이미지 선행 연구 ················································································ 14
• 제 2 절 지각된 가치 ················································································ 16
• 제 3 절 계획된 행동 이론 ······································································ 19
• 3.1 계획된 행동이론 정의 ··························································································· 19
• 3.2 확장된 계획된 행동이론 정의 ··············································································· 24
• 제 4 절 방문 의도 ···················································································· 27
• 제 5 절 관광목적지 자아 일치도 ·························································· 30
• 제 3장 연구방법 ············································································· 33
• 제 1 절 연구모형 ······················································································ 33
• 제 2 절 연구의 가설 설정 ······································································ 34
• 제 3 절 자료 수집 ···················································································· 40
• 제 4 절 설문지 구성 ················································································ 42
• 제 4 장 실증분석 ············································································· 45
• 제 1 절 표본의 특성 ················································································ 45
• 제 2 절 신뢰도 및 타당성 검증 ···························································· 46
• 제 3 절 가설 검증 및 결과 ···································································· 52
• 제 5 장 결론 ····················································································· 62
• 제 1 절 연구 결과의 요약 ······································································ 62
• 제 2 절 연구의 시사점 ············································································ 67
• 제 3 절 연구의 한계점 및 향후 연구 ·················································· 69