의료관광객의 위험지각이 여행에 미치는 영향 -사전지식과 지각된 통제력의 조절효과를 중심으로- = Effects of Perceived Risk on Medical Tourists Hesitation: Moderating Effects of Prior Knowledge and Perceived Control

다국어 초록 (Multilingual Abstract)

This paper deals with medical tourism and medical tourists who travel to receive medical services. One of the largest barriers that hinder medical tourists from traveling would be their perceptions of risks and anticipated regrets which are involved in the decision making processes. These are making tourists hesitate, postpone or even cancel their travel plans. Unless marketers reduce or eliminate those, tourists will find it very difficult to make the decision to visit and use a medical service. This paper sets forth several propositions with regards to medical tourists hesitation behavior. The propositions deal with why tourists hesitate to visit a medical service and how they would be able to make their travel decisions. Further studies should be conducted for testing these propositions.

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