중국 여성 소비자들의 한국 의료관광 선택속성이 만족도와 추천의도에 미치는 영향 연구
A Study on the Selection Attributes, Satisfaction, and Recommendation Intention of Chinese Women's Consumers in Korea
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초록
본 연구는 한국 의료관광을 위해 방한한 중국 여성 소비자의 선택 속성, 만족도, 추천 의도 간의 관계를 분석하는 것을 목적으로 한다. 2025년 1월 7일부터 4월 6일까지 온라인 설문조사를 실시하여 총 357부의 응답을 수집하였으며, SPSS 프로그램을 활용해 분석하였다. 연구 결과, 첫째, 선택 속성은 만족도와 유의한 정(+)적 상관관계를 보였으며, 둘째, 선택 속성은 추천 의도와도 유의한 정(+)적 관계를 나타냈다. 셋째, 만족도와 추천 의도 간에도 유의한 정(+)적 상관관계가 확인되었다. 넷째, 선택 속성 중 서비스 품질, 전문성, 비용 대비 효율성은 만족도와 추천 의도에 긍정적 영향을 미쳤으며, 그중 서비스 품질의 영향력이 가장 컸다. 마지막으로, 중국 여성 소비자의 만족도가 높을수록 추천 의도 역시 증가하는 것으로 나타났다. 본 연구는 한국 의료관광 소비자에 대한 이해를 높이고, 관련 기관의 정책 수립 및 서비스 개선에 실질적 시사점을 제공할 것이다.
Abstract
The purpose of this study is to analyze the relationship between selection attributes, satisfaction, and recommendation intention among Chinese female consumers visiting South Korea for medical tourism. An online survey was conducted from January 7 to April 6, 2025, targeting Chinese women who had traveled to South Korea for medical tourism. A total of 357 survey responses were collected for final analysis using the SPSS program. The results are as follows: Firstly, there is a significant positive correlation between overall selection attributes of South Korea medical tourism and satisfaction, with all sub-factors also showing significant positive correlations. Secondly, a significant positive correlation exists between overall selection attributes of South Korea medical tourism and recommendation intention, with all sub-factors similarly correlated. Thirdly, the correlation between satisfaction and recommendation intention confirms a significant positive relationship. Fourthly, within the selection attributes of South Korea medical tourism, higher perceptions of professionalism, service quality, and cost-effectiveness were found to enhance satisfaction levels, with service quality exerting the strongest influence, followed by professionalism and cost-effectiveness. Fifthly, higher perceptions of professionalism, service quality, and cost-effectiveness also increased recommendation intention, again with service quality having the most significant impact, followed by professionalism and cost-effectiveness. Lastly, the greater the satisfaction that Chinese female consumers experienced with Korean medical tourism services, the higher their intention to recommend these services to others. The findings of this study will provide valuable insights for understanding Chinese female consumers visiting South Korea for medical tourism and will assist relevant institutions in formulating better medical tourism policies and improving service offerings.