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A Regional Cultural Comparison of Medical Tourism Preference in China

ZHANGJUN
한국유통과학회 (Korea Distribution Science Association)|2018.08|산경연구논집 (The Journal of Industrial Distribution & Business)|제9권 제8호|pp. 7-16

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참고문헌

키워드

Regional CultureDestination AttributesPreference of Medical Tourism.

초록

Purpose - The effect of regional culture has been acknowledged for decades. However, very little research takes it as an important issue in the medical tourism service decision process. This study focuses on regional culture to identify customers’ preference for medical tourism in the international environment. It is proposed that regional culture may work as an critical moderator in the international medical tourism destination choice process. Especially, the destination attributes may vary according to regional culture. Research design, data, and methodology - By the questionnaire survey, the sample is collected from 2,041 potential Chinese residents in different regions of China. Regression analysis is constructed to test the effect of regional culture on Chinese customers’ destination preference. Results - Results imply that regional culture plays a critical moderating role in the destination choice process. Results also indicate that destination attributes including medicine and travel characteristics are the important predictors of destination preference. Conclusions - This study provides the fundamental base to use regional culture as a descriptive variable for segmentation when establishing an effective marketing strategy. Furthermore, this research suggests that different strategies relied on destination attributes should be made to attract more Chinese customers for the development of medical tourism industry.

Abstract

Purpose - The effect of regional culture has been acknowledged for decades. However, very little research takes it as an important issue in the medical tourism service decision process. This study focuses on regional culture to identify customers’ preference for medical tourism in the international environment. It is proposed that regional culture may work as an critical moderator in the international medical tourism destination choice process. Especially, the destination attributes may vary according to regional culture. Research design, data, and methodology - By the questionnaire survey, the sample is collected from 2,041 potential Chinese residents in different regions of China. Regression analysis is constructed to test the effect of regional culture on Chinese customers’ destination preference. Results - Results imply that regional culture plays a critical moderating role in the destination choice process. Results also indicate that destination attributes including medicine and travel characteristics are the important predictors of destination preference. Conclusions - This study provides the fundamental base to use regional culture as a descriptive variable for segmentation when establishing an effective marketing strategy. Furthermore, this research suggests that different strategies relied on destination attributes should be made to attract more Chinese customers for the development of medical tourism industry.

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관련 논문AI추천

A Study of the Impact of Medical Characteristics and Travel Attractiveness on Chinese Customers when Selecting an International Medical Tourism Destination이훈영, ZHANGJUN한국기업경영학회 · 기업경영연구2015 · 제22권 제3호문화적 유사성이 의료관광산업에 미치는 영향에 관한 연구이훈영, ZHANGJUN한국유통과학회 · 산경연구논집2018 · 제9권 제1호중국인 의료관광 수요자의 국가 선택에 영향을 미치는 요인 분석장심, 장혜정경영연구원 · 의료경영학연구2015 · 제9권 제1호The Impact of Cultural Similarity on the International Distribution Management이훈영, Jun Zhang한국유통과학회 · 유통과학연구2017 · 제15권 제12호일본인과 중국인의 한국 의료관광 참여의도와 선택속성 비교연구김미경, 김보경관광경영학회 · 관광경영연구2012 · 제16권 제3호The Word-of-Mouth Effects on the Chinese Customers’ Choice Intention of Medical Tourism DestinationHoon-Young Lee, ZHANGJUN한국유통과학회 · 유통과학연구2016 · 제14권 제7호

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