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Behavioral Intention of Health Tourists for developing the product - Based on Internet Information

상품 개발을 위한 의료관광객의 선택 의도 분석 - 인터넷 정보 원천 기반

  • Kim, Mincheol (Dept. of Management Information Systems, Jeju National University) ;
  • Boo, Chang-San (Policy Planning Division, Jeju Technopark)
  • 김민철 (제주대학교 경영정보학과) ;
  • 부창산 (제주테크노파크 정책기획단)
  • Received : 2013.04.01
  • Accepted : 2013.05.20
  • Published : 2013.05.31

Abstract

Recently, as the healthcare market is globalized, the importance of the information on the Internet has been recognized. In this study, the analysis by research model with hypothesis that benefit sought factors of health tourism have a positive effect on behavioral intention of destination selection through tourism brand equity by internet information was carried out. As a result of analysis, benefit sought factors like as health and beauty did not have a positive effect on brand cognition and perceived quality but benefit sought factors like as service and nature had a positive effect on brand cognition and perceived quality. However, benefit sought like as experience did not have a positive effect on brand cognition and perceived quality. And brand equity like as brand cognition and perceived quality had a positive effect on behavioral intention. Thus, according to the results of these hypotheses, policies that foster health tourism in Jeju region will be followed based on product development that considering the importance of the existing service and cognition.

Keywords

Internet Information;Health Tourism;PLS-SEM;Product Development;Destination Selection

Acknowledgement

Supported by : 한국연구재단

Cited by

  1. The Effect of Destination Image and Attitude toward Medical Tourism on the Mongolian's Intention to Use Korean Medical Tourism Service vol.24, pp.4, 2014, https://doi.org/10.4332/KJHPA.2014.24.4.367