방한 중국인의 의료관광 선택속성에 관한 실무자 조사연구
An Analytic Hierarchy Process(AHP) Study of Chinese Medical Tourists in Korea
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초록
연구목적: 본 연구는 중국인 대상 의료관광의 활성화를 위하여 실무자를 중심으로 중국인 의료관광객의 방한 의료관광 선택속성에 대해 구체적으로 파악하고자 하였다. 실무자는 의료관련종사자(의료진, 의료관광코디네이터, 병원직원)와 관광관련종사자(학계, 관광공공기관 의료관광부서, 중국인 인바운드 여행업 종사자)로 세분하여 보다 섬세하게 분석하고자 하였다. 연구 설계 및 방법론: FGI를 통해 방한 중국인 의료관광객의 선택속성을 도출하였고 속성 간 중요도의 차이를 파악하기 위하여 실무자를 대상으로 한 2차 쌍대비교 설문을 실시하였다. 연구결과에 의하면 4개의 상위 선택속성 중에는 의료인프라 및 서비스가 최우선 속성으로 밝혀졌으며, 18개의 하위항목 간 전체순위에서는 우수한 의료기술, 의료 전/후 원격관리제도, 의료기관의 중국어 서비스, 의료비자제도 및 체류의 제도적 환경, 진료 목적과의 적합성이 상위 5개의 항목으로 측정되었다. 분석 및 연구 결과: 실무자의 직종에 따른 우선순위의 경향성에 대한 분석에서는 의료분야와 관광분야로 나누어 살펴보았을 때, 의료분야 실무자는 의료기술의 경쟁력을 최우선으로 꼽은데 반해, 관광분야 전문가는 정책/제도적 측면을 우선시 하여 차이를 보였다. 시사점 및 연구의 한계점: 본 연구는 의료관광의 선택속성을 접근함에 있어 중국이라는 한 국가에 초점을 두고 분야 실무자의 의견을 비교·분석 하였다는 데에 의미를 가진다. 향후 연구방향: 향후 연구들은 보다 다양한 지역적 배경과 다수의 전문가 분야별 의견을 반영하거나, 의료 종목별선호도에 대한 차이와 그 이유를 심층적으로 분석할 수 있기를 기대한다. 공헌점: 본 연구는 의료관광의 선택속성 조사에 있어 쌍대분석을 통해 섬세한 차이를 관찰하고자 시도하였다는 점에 차별성을 가진다.
Abstract
Purpose: This study examines different attributes of medical tourism in Korea focusing on Chinese tourists, in order to identify the prior attributes of Korea‘s medical tourism industry. Design/methodology/approach: The attributes are classified hierarchically by importance, according to the evaluation of medical tourism experts, such as doctors, travel agents, administrative staffs of hospitals etc. Applying the pair-wise comparison by relative weight, this study attempted to observe the prior contributing factors for Korean medical tourism. Results/findings: Calculating the relative importance of the main items, medical 'infrastructure and service' turned out to have the highest priority, followed by 'competitiveness of medical treatments', 'institutions and policy assistances' and lastly 'connectivity with regions'. Also it turned out that medical and tourism experts have different perspectives evaluating the importance of the different attributes. Tourism experts such as public officials from tourism organizations, Chinese inbound travel agencies and tourism researchers, regarded 'institutions and policy assistances' as the most important attribute, whereas medical experts from private clinics and hospitals valued 'competitiveness of medical treatments' as the highest attribute. Research implications/limitations: This study is conceptually meaningful in presenting the precise evaluation of Chinese medical tourism in Korea. Further, it also adds practical information on Korea's medical tourism by adding field experts' remarks. Future work/research: Future study could shed light by adding different regional and medical treatment analyses. Originality/value: This study is exclusively valuable regarding applying pairwise comparison (AHP) for a specific market orientated toward medical tourism .
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