한국 국가이미지와 의료관광 서비스품질 및 재방문 의도 간 영향관계 = 방한 중국 의료관광객을 중심으로

다국어 초록 (Multilingual Abstract)

Medical tourism gets the limelight with the flow of global tourism industry, and many countries provide strategic support at the national level. The key to obtain successful outcomes from medical tourism is to enhance the service quality. Accordingly, a few studies have focused mainly on medical service quality. Therefore, it is necessary to simultaneously evaluate quality for medical service as well as tourism service. The current study investigated how a country image has an effect on medical and tourism service quality, which affects repurchase intention of medical tourism. A total of 200 Chinese tourists who visited Korea for the purpose of medical tourism were selected as a study sample, and the structural modeling was used to test the proposed hypotheses. The results showed that among factors consisting of country images, economic and political images had positive effects on service quality of medical tourism, while image of the people and relational image showed positive and negative effects, respectively. In addition, only the tourism environment factor out of service quality factors of medical tourism appeared to have a positive effect on intention to revisit. Finally, country image had no direct effect on intention to revisit. The present research suggests the necessity of the developed image and follow-up management for medical tourists in making publicity medical tourism.