의료관광 활성화와 중소병원의 재포지셔닝

Abstract

The purpose of this study is to examine that revitalization of medical tourism and repositioning of medium-small sized hospital. In this study, total of 212 survey questionnaire was distributed to medical tourists and finally 182 survey questionnaires were used to data analysis. The empirical researches are as follows. First, analysis of the differences in the characteristics of visiting motivation by tourists it was found that there is a significant difference in the average amount spent, age, number of visits. Second, results of multi regression analysis between the small and medium-sized hospital of image and attitude of the tourists, the diversity of services, physical environment, factors of employee services, giving the effect of the positive to the attitude of tourists while it was shown, accessibility and price associated factors were found to have no effect on the attitude of the tourists. Third, of tourist destination of city image, the results of analysis of the impact on the attitude of the tourists, it was found that the influence of the positive to the attitude of the emotional image and cognitive image all of the tourists. These findings suggest that medical tourism as a means for the future enabled small hospitals can play a big role.