한류문화콘텐츠에 대한 관여도 및 개인적 가치가 의료관광 신뢰에 미치는 영향 = 재중 중국 대학생을 중심으로

다국어 초록 (Multilingual Abstract)

The Korean medical tourism industry is undoubtedly the largest beneficiary of Hallyu. However, the recent political conflicts between Korea and China is showing negative forecasts for Hallyu- related industries, and also the medical tourism industry in Korea. The effects of Korean wave culture contents must be examined in order to understand the competitiveness of Hallyu- related industries. This research focuses on examination of the direct and indirect effects of Korean wave culture contents on medical tourism through factors of involvement, individual values, and trust. A total of 152 university students from the Jiangxi province were selected as participants. A structural modeling analysis was utilized to verify the thesis. Results showed that the level of involvement on individual values, and individual values on medical tourism of Korean wave culture contents had a positive effect on medical tourism. In particular, the individual values and effective relations between trust on different targets displayed a high effect on individual values. In addition, the level of involvement on personal values through indirect effects must also be taken into consideration. A long-term, continuous improvement on involvement and individual values through online routes is proposed.