Journal of Fisheries and Marine Sciences Education (수산해양교육연구)

The Korean Society for Fisheries and Marine Sciences Education (한국수산해양교육학회)
권호 표지
DOI QR코드

DOI QR Code

An Exploratory Study on Visit Intention of Destination in Marine Health Tourism

해양의료관광지의 방문의도에 관한 탐색적 연구

  • Received : 2014.12.09
  • Accepted : 2015.02.05
  • Published : 2015.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to propose, firstly, the definition of marine health tourism and empirically to analyse the effect of benefit sought and brand equity on visit intention of destination as marine health tourism. This study utilizes the PLS-SEM method in order to measure the overall model fitness level and statistical significance of all paths in proposed research model. As a result of the analysis, benefit sought factor like nature has a highest positive effect on brand equity(image and perceived quality) and also, on visit intention via brand equity. Specially, this study measures the non-linear of all the paths and shows the statistical significance that the more high health factor as benefit sought is, the preference for quality brands is more steeply. In addition, the measurement of the moderating effect of gender variables shows that female is the most sensitive than male on the path from health benefit sought to brand quality among all the paths. However, the definition of marine health tourism in this study is proposed according to the characteristics of a particular area. In this vein, the definition is needed to generalize more through follow-up study.

Keywords

References

  1. Aaker, D. A.(1991). Managing brand equity. New York: The Free Press.
  2. Bagozzi, R. P. & Yi, Y.(2012). Specification, Evaluation, and Interpretation of Structural Equation Models. Journal of the Academy of Marketing Science 40, 8-34. https://doi.org/10.1007/s11747-011-0278-x
  3. Bagozzi, R. Yi, P. Y. & Phillips, L. W.(1991). Assessing Construct Validity in Organizational Research. Administrative Science Quarterly 36(3), 421-458. https://doi.org/10.2307/2393203
  4. Barclay, D. W. Higgins, C. A. & Thompson, R.(1995). The Partial Least Squares Approach to Causal Modeling: Personal Computer Adoption and Use as Illustration. Technology Studies 2(2), 285-309.
  5. Boo, C. S. Kim, S. J. & Kim, M.(2013). Priority Analysis for Resource Development of Waterfront in Jeju Region - Using AHP method. Journal of Fisheries and Marine Sciences Education 25(1), 139-151. https://doi.org/10.13000/JFMSE.2013.25.1.139
  6. Cassel, C. Hackl, P. & Westlund, A. H.(1999). Robustness of Partial Least-Squares Method for Estimating Latent Variable Quality Structures. Journal of Applied Statistics 26(4), 435-446.
  7. Chin, W. W.(1998). Issues and Opinion on Structural Equation Modeling. MIS Quarterly 22(1), vii-xvi.
  8. Choi, Y. B. Boo, C. S. & Kim, M.(2012a). Tourism Resources and Development Plan of Marine Ranch of Chagwido. Journal of Fisheries and Marine Sciences Education 24(3), 378-386. https://doi.org/10.13000/JFMSE.2012.24.3.378
  9. Choi, Y. B. Boo, C. S. & Kim, M.(2012b). Selection Attributes on Behaviour Intention of Island Tourism: focused on Chuja region. Journal of Fisheries and Marine Sciences Education 24(3), 406-415. https://doi.org/10.13000/JFMSE.2012.24.3.406
  10. Elizabeth K. Duane, D. & Gordon, P.( 1999). Segmenting Tourism in Rural Areas: The Case of North and Central Portugal, Journal of Travel Research 37(1), 353-363. https://doi.org/10.1177/004728759903700405
  11. Falk, R. F. & Miller, N. B.(1992). A Primer for Soft Modeling. University of Akron Press, Akron, OH.
  12. Fornell, C. & Larcker, D. F.(1981). Evaluating Structural Equation Models with Unobservable Variables and measurement Error. Journal of Marketing Research 18(1), 39-50. https://doi.org/10.2307/3151312
  13. Galloway, C.(2008). Medical Tourism in Asia, Urban land, 67(2), 84-88.
  14. Gefen, D. & Straub, D.(2005). A Practical Guide to Factorial Validity Using PLS-Graph: Tutorial and Annotated Example. Communications of the Association for Information Systems 16, 91-109.
  15. Gitelson, R. J. & Kerstetter, D. L.(1990). The Relationship between Socio-demographic Variable, Benefits sought and Subsequent Vacation Behavior: A Case Study. Journal of Travel Research 28(3), pp. 24-29. https://doi.org/10.1177/004728759002800304
  16. Goodrich, J. N.(1993). Socialist Cuba: A Study of Health Tourism. Journal of Travel Research 32(1), 36-41. https://doi.org/10.1177/004728759303200106
  17. Hair, J. F. Anderson R. E. Taltam R. L. & Black W. C.(1998). Multivariatedataanalysis.Upper Saddle River. NY: Prentice-Hall.
  18. Hair, J. Sarstedt, F. M., & Ringle, C. M., & Mena, J. A.(2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of Academy of Marketing Science 40, 414-433. https://doi.org/10.1007/s11747-011-0261-6
  19. Hair, Jr. J. F. Black W. C. Babin B. J. & Anderson R. E.(2010). Multivariate Data Analysis, 7th ed. Upper Saddle River, NJ: Prentice Hall.
  20. Hall, C. M.(2011). Health and medical tourism: a kill or cure for global public health? Tourism Review 66(1/2), 4-15. https://doi.org/10.1108/16605371111127198
  21. Henderson, C. J.(2004). Healthcare Tourism in Southeast Asia. Tourism Review International 7(314), 112-113.
  22. Henson, R. K. & Roberts, J. K.(2006). Use of Exploratory Factor Analysis in Published Research: Common Errors and Some Comment on Improved Practice. Educational and Psychological Measurement 66(3), 393-416. https://doi.org/10.1177/0013164405282485
  23. Heung, V. C. S. Kucukusta, D. & Song, H.(2010). A Conceptual Model of Medical Tourism: Implications for Future Research. Journal of Travel & Tourism Marketing 27, 236-251. https://doi.org/10.1080/10548401003744677
  24. Horng, J. S. Liu, C. H. Chou, H. Y. & Tsai, C. Y.(2012). Understanding the impact of culinary brand equity and destination familiarity on travel intentions. Tourism Management 33(4), 815-824. https://doi.org/10.1016/j.tourman.2011.09.004
  25. Ji, Ke-Yung Lee, Jei-Young & Han, Jin-Young(2011). Types of Medical Tourism Product Development Using Deep Sea Water of Gangwon Province. Journal of Tourism Sciences 35(2), 249-270.
  26. Johnston, K. Puczko, L. Smith, M. & Ellis, S.(2011). Wellness Tourism and Medical Tourism: Where Do Spas Fit? Research Report; Global Spa Summit. Available: http://www.globalspaandwellnesssummit.org/images/stories/pdf/spas_wellness_medical_tourism_report_final.pdf.pagespeed.ce.wse_MBbftl.pdf
  27. Keller K. L.(1993). Conceptualizing, Measuring, and Managing Customer-Based Equity. Journal of Marketing 57(1), 1-22. https://doi.org/10.2307/1252054
  28. Kim, M. Boo, C. S. Kim, J. T. Kang, S. Y. & Yang, H. S.(2014). Analysis on Development Strategy Alternatives of Jeju Cruise Tourism Industry. Journal of Fisheries and Marine Sciences Education 26(4), 838-845. https://doi.org/10.13000/JFMSE.2014.26.4.838
  29. Kim, H. B. & Kim, W. G.(2005). The relationship between brand equity and firms' performance in luxury hotels and chain restaurants. Tourism management 26(4), 549-560. https://doi.org/10.1016/j.tourman.2004.03.010
  30. Kim Y. Boo C. S. Demirer I. & Kim M.(2011). A case study of health tourism in Jeju Special Self-Govering Province. FIU Hospitality Review 29(1), 64-84.
  31. Kock, N.(2013). WarpPLS 4.0 user manual. ScriptWarp SystemsTM, Laredo, TX, USA.
  32. Lee, Y. J. Song, Y. M. & Lee, K. P.(2011). A Typology of Experience Program of Fishing Village Tourism in Gangneung - An Application of Model of the Four Realms of an Experience by Pine & Gilmore. Journal of Fisheries and Marine Sciences Education 23(4), 695-708.
  33. Mak, A. H. N. Wong, K. K. F. & Chang, R. C. Y.(2009). Health or Self-indulgence? The Motivations and Characteristics of Spa-goes. International Journal of Tourism Research 11, 185-199. https://doi.org/10.1002/jtr.703
  34. McNeil, K. R. & Ragins, E. J.(2005). Staying in the spa marketing game: trends, challenges, strategies and techniques. Journal of Vacation Marketing 11(1), 31-39. https://doi.org/10.1177/1356766705050841
  35. Medical Tourism Association(2009). Medical Tourism Magazine Newsletter-Issue. Week of August, 11th 2009.
  36. Mueller, H. & Kaufmann, E. L.(2001). Wellness tourism: Market analysis of a special health tourism segment and implications for the hotel industry, Journal of vacation marketing 7(1), 5-18. https://doi.org/10.1177/135676670100700101
  37. Nunnally, J. C.(1978). Psychomtric Theory, 2nd ed., McGraw-Hill, New York.
  38. O'Leary-Kelly, S. W. & Vokurka, R. J.(1998). The empirical assessment of construct validity. Journal of Operations Management 16, 387-405. https://doi.org/10.1016/S0272-6963(98)00020-5
  39. Okazaki, S. & Mendez, F.(2013). Exploring convenience in mobile commerce: Moderating effects of gender. Computers in Human Behavior 29, 1234-1242. https://doi.org/10.1016/j.chb.2012.10.019
  40. Pavlou, P. Liang, H. & Xue, Y.(2007). Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal-Agent Perspective. MIS Quarterly 31(1), 105-136.
  41. Ross, K.(2001). Health tourism: An overview. Hospitality Sales and Marketing Association International (HSMI) Marketing Review. Available: http://www.hospitalitynet.org/news/4010521.search?query=%22health+tourism% 22S.
  42. Richard, J. G. & D. L. kerstetter(1990). The Relationship Between Socia demograpic Variables, Benefits Sought and Subsequent Vacation Behavior: A Case Study. Journal of Travel Research 28(3), 24-29. https://doi.org/10.1177/004728759002800304
  43. Ringle, C. M., Sarstedt, M. & Straub, D. W.(2012). A Critical Look at the Use of PLS-SEM in MIS Quarterly. MIS Quarterly 36(1), iii-xiv.
  44. Sayili, M. Akca, H. Duman, T. & Esengun, K.(2007). Psoriasis treatment via doctor fishes as part of health tourism: A case study of Kangal Fish Spring, Turkey. Tourism Management 28 (2), 625-629. https://doi.org/10.1016/j.tourman.2006.08.010
  45. Sosik, J. J. Kahai, S. S. & Piovoso, M. J.(2009). Silver Bullet or Voodoo Statistics? A Primer for Using the Partial Least Squares Data Analytic Technique in Group and Organization Research. Group Organization Management 34(1), 15-36.
  46. Sosik, J. J. Kahai, S. S. & Piovoso, M. J.(2009). Silver Bullet or Voodoo Statistics? A Primer for Using the Partial Least Squares Data Analytic Technique in Group and Organization Research. Group Organization Management 34(1), 15-36.
  47. Todman, J. & Day, K.(2006). Computer anxiety: The role of psychological gender. Computers in Human Behavior 22(5), 856-869. https://doi.org/10.1016/j.chb.2004.03.009
  48. Travel & Tourism Analyst Report(2000). Health Tourism in Europe, Travel & Tourism Intelligence.
  49. Venkatesh, V. & Morris, M. G.(2000). Why do not men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior. MIS Quarterly 24(1), 115-139. https://doi.org/10.2307/3250981
  50. Wetzels, M. Odekerken-Schrider, G. & Van Oppen, C.(2009). Using PLS Path Modeling for Assessing Hierarchical Construct Models: Guidelines and Empirical Illustration. MIS Quarterly 33, 177-195.
  51. Williams, P. Andestad, G. Pollock, A. & Dossa, K.(1996). Health Spa Travel Markets: Mexican Long-Haul Pleasure Travellers. Journal of Vacation Marketing 3(1), 11-31.
  52. Yang, B. & Lester, D.(2005). Gender differences in e-commerce. Applied Economics 37, 2077-2089. https://doi.org/10.1080/00036840500293292
  53. Yoo, B. & Donthu, N.(2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research 52(1), 1-14. https://doi.org/10.1016/S0148-2963(99)00098-3
  54. Zabkar, V. Brencic M. M., & Dmitrovic T.(2010) Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level. Tourism management 31(4), 537-546. https://doi.org/10.1016/j.tourman.2009.06.005