외국인 의료관광객의 방한 수요 결정요인 - 의료 및 관광서비스에 대한 개별적 접근 -

류성옥,서용제 한국관광학회 2013 관광학연구 Vol.37 No.1

Compared to mass tourists and individual tourists, medical tourists are likely to stay longer and pay more at tourist destinations. Due to their different behavioral patterns and sizable economic impact, a number of Asian countries are eager to attract more medical tourists to date. This study aims to examine distinctive influences of several variables on medical tourists' demand for visiting Korea. In particular, this paper intends to investigate different roles of the two features of medical services and travel services comprising the concept of medical tourism. In order to specify the medical tourists' demand, this study makes use of count data models such as zero-truncated Poisson and zero-truncated negative binomial models. Study results suggest that medical tourists are more likely to visit Korea as they indicate higher importance on the aspects of medical services. This study fails to identify statistically significant associations between the two dimensions of travel services and the number of visitors to Korea for medical tourism. Based on study results, this study presents several management implications that help the two key players in medical tourism develop diverse efficient strategies. 단체관광객이나 개별관광객과 달리 의료관광객은 관광 목적지에서 상대적으로 높은 비용을 지불하며, 오랜 기간 머무는 특성을 갖고 있다. 이러한 의료관광객의 특성에 따라 여러 아시아 국가들이 차세대 핵심 산업으로 의료관광 산업을 육성하고 있다. 이에 본 연구는 외국인 의료관광객의 한국 방문 수요에 영향을 미치는 각종 요인들에 대한 고찰을 실시했다. 특히 본 연구는 의료관광의 두 축으로 통하는 의료서비스와 관광서비스를 개별적인 특성으로 분리해 외국인 의료관광객의 방한 횟수와의 관계를 살펴봤다. 가산자료 모형을 활용한 본 연구의 결과에 따르면, 한국을 찾은 외국인 의료관광객은 관광서비스 특성보다 의료서비스 특성을 더 중시하는 것으로 나타났다. 연구 결과를 토대로 본 연구는 국내 의료관광 활성화를 위한 몇 가지 정책 방안을 제시했다.

방한 러시아 의료관광객이 지각하는 의료관광 서비스품질이 만족 및 행동의도에 미치는 영향

이진호(Jin Ho Lee),이현종(Hyun Jong Lee) 한국관광연구학회 2014 관광연구저널 Vol.28 No.7

Medical tourism service quality has received increasing attention in recent years. Medical tourists` perceptions of medical service quality are critical to a medical service provider`s long-term success. The purpose of this study is to examine between Russian`s medical tourism service quality and medical tourists` satisfaction, behavioral intention. The main findings are as follows: Firstly, medical tourism service quality positively influences both satisfaction and behavioral intentions. Secondly medical tourists satisfaction positively influences behavioral intentions. Among the dimensions of medical tourism service quality, human service quality and service process quality, are positively associated with both satisfaction and behavioral intentions respectively. Besides, this study shows that satisfaction plays the role of a mediator in the effects of medical tourism service quality on behavioral intention. These findings suggest that medical service managers should consider both medical service quality and medical tourist satisfaction as important strategic objectives because these constructs provide a way for managers to ensure positive behavioral intentions. This study reveal that if medical service providers enhance their medical service procedure, they will be able to attract more Russian medical tourists.

Survey of Interest in Korean Traditional Medical Tourism among Japanese Tourists

Lee, Jeong-Man,Son, Chang-Gue The Society of Korean Medicine 2012 대한한의학회지 Vol.33 No.4

Objectives: This study was purposed to gain basic information for design of medical tourism for Japanese tourists using traditional Korean medicine (KTM). Methods: A questionnaire regarding Korean traditional medical tourism was administered to Japanese tourists. 224 valid responses were selected, and their awareness of KTM, preferred subject and decision factors for participation in Korea traditional medical tourism were analyzed by SPSS 19.0 version. Results: 23.6% of surveyees gave a positive answer on interest in medical tourism of KTM and 44.6% showed a middle degree. The most preferred subject was medical check-up followed by skin aesthetics, orthopedics and gynecology. Communication, medical skill level, hospital facilities and medical expenses were indicated as the important factor for participation's decision on KTM-based medical tourism. Conclusions: KTM-based medical tourism could be a driving motor of medical tourism in Korea. The medical check & skin care associated medical services are recommended, and the public relationship for awareness of KTM supported by government is strongly required for acquisition of Japanese tourists.

Survey of Interest in Korean Traditional Medical Tourism among Japanese Tourists

이정만,손창규 대한한의학회 2012 대한한의학회지 Vol.33 No.4

Objectives: This study was purposed to gain basic information for design of medical tourism for Japanese tourists using traditional Korean medicine (KTM). Methods: A questionnaire regarding Korean traditional medical tourism was administered to Japanese tourists. 224 valid responses were selected, and their awareness of KTM, preferred subject and decision factors for participation in Korea traditional medical tourism were analyzed by SPSS 19.0 version. Results: 23.6% of surveyees gave a positive answer on interest in medical tourism of KTM and 44.6% showed a middle degree. The most preferred subject was medical check-up followed by skin aesthetics, orthopedics and gynecology. Communication, medical skill level, hospital facilities and medical expenses were indicated as the important factor for participation's decision on KTM-based medical tourism. Conclusions: KTM-based medical tourism could be a driving motor of medical tourism in Korea. The medical check & skin care associated medical services are recommended, and the public relationship for awareness of KTM supported by government is strongly required for acquisition of Japanese tourists. Objectives: This study was purposed to gain basic information for design of medical tourism for Japanese tourists using traditional Korean medicine (KTM). Methods: A questionnaire regarding Korean traditional medical tourism was administered to Japanese tourists. 224 valid responses were selected, and their awareness of KTM, preferred subject and decision factors for participation in Korea traditional medical tourism were analyzed by SPSS 19.0 version. Results: 23.6% of surveyees gave a positive answer on interest in medical tourism of KTM and 44.6% showed a middle degree. The most preferred subject was medical check-up followed by skin aesthetics, orthopedics and gynecology. Communication, medical skill level, hospital facilities and medical expenses were indicated as the important factor for participation's decision on KTM-based medical tourism. Conclusions: KTM-based medical tourism could be a driving motor of medical tourism in Korea. The medical check & skin care associated medical services are recommended, and the public relationship for awareness of KTM supported by government is strongly required for acquisition of Japanese tourists.

A Study on Tourist Destinations Recommendation App by Medical Tourism Type Using User-Based Collaborative Filtering

Jin Cai,Gihwan Ryu 국제문화기술진흥원 2020 International Journal of Advanced Culture Technolo Vol.8 No.4

Recently, medical tourism is recognized as a high value-added industry because of its longer period of stay and higher expenditure than general tourism. In particular, although the number of medical tourists visiting Korea is increasing, the perception of Korean medical services is low. The purpose of this paper is to develop the app which, based on medical tourism type, recommends tourism destinations. Additionally, this proposed app can expand general tourism as well. It can provide tourists with medical information easily by sorting types tourists. Besides, as medical tourists normally stay long, we can take the advantage of post-treatment time. This app collects medical information data and tourist destination data, and categorizes the types of medical tourists into four categories: disease medical tourism, traditional medical tourism, cosmetic medical tourism, and recreational medical tourism. It provides medical information according to each type and recommends customized tourist destinations. User-based collaborative filtering is applied for tourist destination recommendations.

Survey of Interest in Korean Traditional Medical Tourism among Japanese Tourists

Jeong-Man Lee,Chang-Gue Son 대한한의학회 2012 대한한의학회지 Vol.33 No.4

한국의료관광에 영향을 미치는 요인에 대한 연구 - 중국인 의료관광객을 중심으로

김유미,김상숙 중소기업융합학회 2019 융합정보논문지 Vol.9 No.8

Despite of advanced plans from Korean government to encourage Korean medical tourism, the medical tourism in Korea is still under competitive compared to the countries including Thailand, Singapore, and India, in which the government has been driving the development in industries of medical tourism, Moreover, the studies identifying the factors affecting tourists’ satisfaction has not been actively performed up to date. Therefore, this study attempts to investigate the influences of quality of medical service, accessibility, cost adequacy, and quality of tourism of Korean medical tourism on Chinese tourists’ satisfaction and revisit intention. For the purpose of empirical study, a survey has been conducted to Chinese medical tourists. Findings are as follows. First, the factors of medical tourism attributes including quality of medical service, cost adequacy, and quality of tourism have turned out to have positive effects on medical tourists’ satisfaction. Second, tourists’ satisfaction has a positive effect on revisit intention. 국내 의료관광은 태국이나 싱가폴, 인도 등 정부가 주도하는 의료관광 선진국에 비해 성장이 저조한 편이며, 이에 따라 국내의료관광 활성화를 위한 많은 정책들이 시도되고 있음에도 불구하고 의료관광만족에 영향을 미치는 의료관광속성에 관한 연구는 부족한 실정이다. 더욱이 의료관광속성을 의료품질과 관광품질, 그리고 비용 및 접근성 등으로 다차원적인 접근을 통하여 연구해 볼 필요가 있다고 판단되며, 따라서 본 연구는 중국의료관광객의 한국 의료관광에 있어 의료품질, 접근성, 비용적정성, 관광품질이 관광객만족과 재방문의도에 미치는 영향을 검정하였다. 실증분석을 위하여 의료관광을 목적으로 한국을 방문한 경험이 있는 중국인을 대상으로 설문조사를 실시하였으며, 회수된 설문지를 이용하여 구조방정식 모형으로 분석하였다. 연구결과 첫째, 의료서비스품질, 가격적정성, 관광품질은 의료관광객만족에 정(+)의 영향을 미치는 것으로 나타났으며, 둘째, 관광객만족은 재방문의도에 정(+)의 영향을 미치는 것으로 나타났다. 이를 바탕으로 이론적·실무적 시사점을 제시하고자 한다.

방한 의료관광객의 관광객 행동특성 및 인구통계학적 특성에 따른 의료관광스토리텔링 속성에 대한 차이 연구: 방한 중국과 일본인 의료관광객을 대상으로

송민경 ( Min-kyung Song ),김상혁 ( Sang-hyuck Kim ) 대한관광경영학회 2016 觀光硏究 Vol.31 No.3

본 연구의 목적은 의료관광스토리텔링의 속성을 도출하고, 방한 외국인의료관광객을 관광자 행동특성 및 인구통계학적 특성에 따라 세분화하고 세분집단의 국적에 따른 의료관광 스토리텔링의 속성에 대한 차이를 규명함으로써, 방한 외국인 의료관광시장의 활성화를 위해 각 세분시장에 맞는 의료관광 스토리텔링 마케팅 전략에 도움이 되는 시사점을 제시하고자 하였다. 본 연구의 목적을 검증하기 위해 표본의 수집은 방한 의료관광객 중 주요 고객인 중국과 일본 의료관광객들을 대상으로 편의 표본추출방법을 사용하여 설문조사를 실시하였다. 총 600부의 설문지를 배포하여 586부를 회수하였고, 불성실한 응답을 제외한 총 514부(회수율 85.7%)가 실증분석에 사용되었으며, 이중 중국 의료관광객은 249부이고, 일본 의료관광객은 265부이다. 본 연구의 실증분석결과를 요약하면 첫째, 의료관광 스토리텔링 속성의 요인분석결과 의료관광스토리텔링 속성은 감성, 고유성, 매력성, 흥미성, 묘사성, 교육성의 6개 요인으로 추출되었다. 둘째, 방한 의료관광객을 관광객 행동특성(방문목적, 소비성향, 한국 의료기관 방문횟수)과 인구통계학적특성(성별, 연력, 소득수준)에 따라 세분집단으로 구분하고 각 세분집단에 따른 의료관광스토리텔링 속성의 중요도에 대한 국적 간 차이를 분석하였다. 분석결과, 관광객 행동특성 중 방문목적에 따른 매력성, 묘사성, 교육성, 감성의 중요도는 국적 간 차이를 보였고 소비성향에 따른 매력성, 묘사성, 교육성은 또한, 차이를 나타냈다. 한국 의료기관 방문횟수에 따른 국적 간 차이는 모든 속성에 차이를 나타냈다. 다음으로 인구통계학적특성 중 성별에 따른 고유성, 교육성, 묘사성, 감성은 국적 간 차이를 나타냈고 연령은 40대 이상의 경우 국적 간 차이가 없었지만, 40대 이하의 경우 감성, 매력성, 묘사성, 교육성이 국적 간 차이를 나타냈다. 소득수준에 따른 매력성, 교육성, 묘사성, 고유성은 국적 간 차이가 있는 것으로 나타났다. 본 연구는 방한 외국인 의료관광시장의 활성화를 위하여 스토리텔링기법을 이용한 세분집단별 표적마케팅 커뮤니케이션 전략수립에 대한 학문적·실무적 시사점을 제시하였다는 측면에서 그 의의가 있다. The purpose of this study is to draw the attributes of the medical tourism storytelling and to subdivide the foreign medical tourists in Korea based on the tourist behavior characteristic and demographic characteristic to identify the differences on the attributes of the medical tourism storytelling by the subdivided groups. A total of 600 survey questionnaire was distributed to China and Japan medical tourists and finally 514 survey questionnaires, which are consisted with 249 Chinese medical tourist and 265 Japanese medical tourist, were used to data analysis. The empirical results show that first, as a result of the exploratory factor analysis of the medical tourism storytelling attribute, total of 6 attributes were extracted for the medical tourism storytelling attributes: Sensitivity, Authenticity, Attractiveness, Playfulness, Descriptiveness, and Educability. Second, among the 6 medical tourism storytelling attributes, there were differences on the descriptiveness, educability, and attractiveness between Japanese medical tourists and Chinese medical tourists in Korea. Finally, there were differences on the medical tourism storytelling attributes among the same nationality groups regarded as both the tourist behavior characteristic and demographic characteristic. The empirical results would provide meaningful implications of the medical tourism storytelling marketing strategy for each segmented target market to vitalize the foreign medical tourism market in Korea.

한국 한방의료관광에 대한 중국 관광객 인식도 조사연구

이정만,문경원,이정열,김응석,손창규,Lee, Jeong-Man,Moon, Kyung-Won,Lee, Jeong-Yeol,Kim, Eung-Suk,Son, Chang-Gue 대한한방내과학회 2012 大韓韓方內科學會誌 Vol.33 No.1

Objectives : This study aimed to obtain general information for the design of a medical tourism plan toward Chinese using Korean medicine (KM). Methods : A questionnaire was asked of Chinese tourists regarding of Korea traditional medical tourism. 148 valid responses were obtained and their awareness of KM, and preferred subject and decision factors for their participation in Korea traditional medical tourism were analyzed using SPSS version 12.0. Results : 72% of respondents showed over a moderate degree of interest in medical tourism of KM. The most preferred subject was skin aesthetics, followed by medical check-ups and rehabilitation. Medical skill level, communication, and medical cost were indicated as the important factors for participants' decisions about KM-based medical tourism. Conclusions : Medical tourism could be a potential avenue for development by the KM-based Korean medical industry. Cosmetic-associated medical services are recommended, and enhanced public relations about KM-medical skill levels are strongly suggested for Chinese tourists.

의료관광 유형이 의료 서비스가치 및 행동의도에 미치는 영향

신형섭 한국호텔리조트학회 2022 호텔리조트연구 Vol.21 No.4

The purpose of this study, the mediating effect of medical service value, behavioral intention, and medical service value of the type of medical tourism was analyzed. SPSS WIN on a 5-point Likert scale for domestic and foreign medical tourists from 10 general hospitals in Seoul. 326 copies (93.1%) of the 24.0 statistical analysis program were used as valid samples. As a result of empirical analysis, first, it was analyzed that medical tourism-type disease treatment, cosmetic/plastic treatment, and traditional treatment had a significant effect on the evaluation of medical service value, while recreational treatment did not. Second, the medical service value was analyzed to have a significant effect on the behavioral intention. Third, it was analyzed that medical tourism-type disease treatment, cosmetic/plastic treatment, and recreation treatment had a significant effect on behavioral intention, and traditional treatment did not significantly affect behavioral intention. Fourth, the medical service value, which is a parameter, was also found to be significant, and it was found to partially mediate the effects of disease treatment, cosmetic plastic treatment, recreation treatment, and traditional treatment, which are types of medical tourists. Therefore, it is judged that the higher the degree of recognition according to the individual attributes of medical tourists, the higher the perceived medical service value.