국가 브랜드 이미지가 의료관광 목적지 선택에 미치는 영향 연구
Impacts of National Brand Image on Selecting a Medical Tourism Destination
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This study identified how Korea's national image would influence on tourists' level of perceived risk and the choice of a medical tourism destination. To accomplish the objectives, data were collected by Japanese tourists who visited to Yeosu Expo from July 31 through August 4, 2012. The data were analyzed by several statistical tests such as confirmatory factor analysis, reliability test, descriptive analysis, and covariance structural modeling. The results revealed that the national brand image is significantly positively related to tourists' level of perceived risk and the choice of a medical tourism destination. That is, if tourists have a positive and favorable image of Korea, they justly have a low perceived risk that leads to decided or intend to go to Korea for medical tourism. Based on the findings, as many countries have been developing medical tourism products and its marketing strategies to succeed in the world of medical tourism market, there is a need to establish competitive strategies in Korea as a medial tourism destination. For instance, Korea's nation image should be kept in more positive and favorable by developing differential or traditional images. Also, the political, social, and economic stability of Korea should be promoted by aggressive investment for medical tourists in overseas. For doing so, the government and enterprises(e.g., hospital, agency, agent, etc.) connected with medical tourism would be devoting together to a stable environment of national and social composition in active
Abstract
This study identified how Korea's national image would influence on tourists' level of perceived risk and the choice of a medical tourism destination. To accomplish the objectives, data were collected by Japanese tourists who visited to Yeosu Expo from July 31 through August 4, 2012. The data were analyzed by several statistical tests such as confirmatory factor analysis, reliability test, descriptive analysis, and covariance structural modeling. The results revealed that the national brand image is significantly positively related to tourists' level of perceived risk and the choice of a medical tourism destination. That is, if tourists have a positive and favorable image of Korea, they justly have a low perceived risk that leads to decided or intend to go to Korea for medical tourism. Based on the findings, as many countries have been developing medical tourism products and its marketing strategies to succeed in the world of medical tourism market, there is a need to establish competitive strategies in Korea as a medial tourism destination. For instance, Korea's nation image should be kept in more positive and favorable by developing differential or traditional images. Also, the political, social, and economic stability of Korea should be promoted by aggressive investment for medical tourists in overseas. For doing so, the government and enterprises(e.g., hospital, agency, agent, etc.) connected with medical tourism would be devoting together to a stable environment of national and social composition in active
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