국제의료관광 소비자의 선택속성에 관한 연구

Choice Attributes of International Medical Tourism Consumers

  • 이희승 (호남대학교 호텔경영학과) ;
  • 전혜진 (한양사이버대학교 호텔관광경영학과) ;
  • 김기홍 (평택대학교 경상학부)
  • 투고 : 2010.10.01
  • 심사 : 2010.12.04
  • 발행 : 2010.12.27

초록

It is necessary to develop new competitive products under the world economic downturn. The medical tourism industry a good example and it has grown rapidly for last couple of years. This paper aims to investigate socio-demographic proxies of inbound medical tourists in Korea. In particular, the medical tourist behaviors are modeled by considering the factors such as acquisition process of medical tourism information, service level of medical tourism industry and the choice attributes. The results of this study are summarized that: 1) Moot inbound medical tourists are over 40-years old with professional occupation accompanied with families; 2) The information resources are mainly acquired from travel agents and WOM(Word of Mouth) such as friends and relatives; 3) Current problems are lack of various promotion channels and the competitiveness of medical coots; 4) The inbound medical tourists are not homogeneous but vary in different segments. The study suggests that various marketing strategies should be implemented for target market segments to promote Korea as a medical tourism hub.

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