한국의료관광 서비스 선택속성과 목적지 선택속성이 재방문의도에 미치는 영향에 관한 연구

초록

As the Korean medical tourism industry continues to experience sustained growth, a significant amount of research is being conducted in the field of medical tourism. However, most of this research is concentrated in the metropolitan area, and there is a lack of studies with a multidimensional approach, such as considering both medical service selection attributes and destination selection attributes. Therefore, this study aims to analyze the impact of these attributes on the intention to revisit among foreign medical tourists who visited Busan. For this research, a survey was conducted with medical tourists in Busan over approximately three weeks from February 3 to February 21, 2025. A total of 255 responses were collected, and 233 valid responses were used for the final analysis after excluding insincere answers. The results of the study indicated that, firstly, among the factors influencing the selection of medical tourism services, the professionalism of medical staff had the greatest impact on the intention to revisit. Facilities and environment, as well as customer service, also had significant effects, while the treatment process did not have a significant impact. Secondly, among the factors influencing the selection of medical tourism destinations, medical costs and policy support had the greatest impact, followed by external image, infrastructure, and awareness in that order. Based on the results of this study, the study aimed to derive factors that enhance the competitiveness of medical tourism to encourage the revisit of medical tourists and to suggest directions for marketing strategies and policy support by local governments and medical institutions in the future.

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