Health Policy and Management (보건행정학회지)

Korean Academy of Health Policy and Management (한국보건행정학회)
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The Effect of Destination Image and Attitude toward Medical Tourism on the Mongolian's Intention to Use Korean Medical Tourism Service

목적지 이미지와 의료관광 태도가 몽골인의 한국 의료관광 이용의도에 미치는 영향

  • Lee, Eun Joo (Department of Health Administration, College of Health Science, Yonsei University) ;
  • Shin, Taeksoo (Division of Business Administration, College of Government and Business, Yonsei University) ;
  • Jin, Ki Nam (Department of Health Administration, College of Health Science, Yonsei University)
  • 이은주 (연세대학교 보건과학대학 보건행정학과) ;
  • 신택수 (연세대학교 정경대학 경영학부) ;
  • 진기남 (연세대학교 보건과학대학 보건행정학과)
  • Received : 2014.10.06
  • Accepted : 2014.12.18
  • Published : 2014.12.31
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Abstract

Background: Over the last decade, medical tourism industry has grown in Korea. Especially the number of Mongolian medical tourists has increased rapidly. Therefore, the Mongolia is one of the targets for Korea medical tourism. The purpose of this study is to investigate the effects of destination image and expected attributes of medical services on Mongolian's intention to use Korean medical tourism service. Methods: This study empirically collected survey data from Mongolian lived in Mongolia. The study analyzed the data using a PLS model. Results: Our results are as follows. First, the country image didn't significantly have causal effects on expected medical service quality and perceived risk. Second, tourism image (e.g., entertainment, economic feasibility, and local convenience) has significantly causal effects on expected medical service quality and perceived risk. However, tourist site as tourism image didn't significantly have causal effects on expected medical service quality and perceived risk. Third, medical image made a statistically significant effect on expected medical service quality and perceived risk. Fourth, the expected medical service quality showed a significant effect on intention to use Korean medical tourism service. Fifth, the perceived risk of medical tourism showed a significant effect on the reliability of medical tourism, but didn't show a significant effect on the intention to use Korean medical tourism service. Finally, the reliability has a significant effect on the intention to use Korean medical tourism service. Conclusion: From our empirical results, this study concluded that as a strategy attracting Mongolian patients, it is more effective to strengthen Korean hospital image and tourism image than Korean country image.

Keywords

References

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