의료관광 행동의도 형성을 위한 선행요인에 관한 연구: 중국 시장을 중심으로
Antecedents for the Formation of Medical Tourism Behavior Intention: Evidence from the Chinese Market
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COVID-19 이후 의료체계의 급격한 변화 속에 의료관광의 글로벌 환경 역시 급변하고 있다. 본 연구는 의료기관의 서비스 환경에 초점을 맞추어 왔던 기존 연구에서 벗어나, 고객과 의료기관 간의 충분한 관계자산 구축이 의료관광 시장의 전략적 확대에 공헌할 수 있음을 실증하고 있다. 이를 위해 의료관광의 행동의도 형성을 위한 선행요인으로 의료관광에 대한 신뢰(신용기반 신뢰와 호의기반 신뢰)와 의료관광에 대한 태도, 그리고 의료관광에 대한 행동의도 간의 관계를 살펴보았다. 중국의 잠재적 의료관광 소비자 150명을 대상으로 한 실증연구 결과, 첫째 , 의료관광에 대한 신용기반 신뢰는 의료관광 태도 형성에 긍정적 영향을 미치는 것으로 나타났으며, 호의기반 신뢰 역시 의료관광 태도 형성에 긍정적 영향을 미치는 것으로 나타났다. 이와 더불어 의료관광에 대한 태도는 한국으로의 의료관광 행동의도를 형성하게 하는 중요한 요인임이 확인되었다. 마지막으로 의료관광에 대한 태도는 신뢰(신용기반 신뢰와 호의기반 신뢰)와 의료관광 행동의도간의 관계에서 매개적 역할을 수행하고 있었다. 이러한 연구결과를 바탕으로 한국 의료관광의 시장확대를 위한 다양한 전략들을 제시하였다.
Abstract
After COVID-19 pandemic, the global environment of medical tourism is undergoing significant changes as the healthcare system has rapidly transformed. This study moves beyond previous research that focused on the service environment of medical institutions and demonstrates that building sufficient relationship assets between customers and medical institutions can contribute to the strategic expansion of the medical tourism market. To this end, we examined the relationship between trust (credibility-based trust and benevolence-based trust), attitude toward medical tourism, and behavioral intention to engage in medical tourism as antecedents to the formation of behavioral intention in medical tourism. Based on an empirical study of 150 potential medical tourism consumers in China, targeting medical tourism in Korea, our results indicate that credibility-based trust in medical tourism has a positive influence on the formation of attitudes toward medical tourism, and that benevolence-based trust also has a positive influence on the formation of attitudes toward medical tourism. Furthermore, attitudes toward medical tourism were found to be an important factor in shaping behavioral intention to engage in medical tourism to Korea. Finally, attitudes toward medical tourism played a mediating role in the relationship between trust (credit-based trust and goodwill-based trust) and behavioral intention to engage in medical tourism. Based on these research findings, various strategies for expanding the Korean medical tourism market are offered.
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