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A Study on Chinese Travelers’ Behavior on Selection Attributes of Korean Medical Tourism
Background/Objectives: This study aims to investigate medical tourism using IPA (Importance-Performance Analysis) to attract Chinese medical tourists to Korea. Methods/Statistical Analysis: Paired t-test was conducted to figure out differences between importance and performance on medical tourism selection attributes. And based on the results from paired t-test, IPA has been conducted to deduce practical implications on K-medical tourism market targeting Chinese tourists. In addition, to figure out influential relationship between the attributes and travelers’ behavior, multi-regression analysis has been used. Findings: 3 of the attributes are located in 1st quadrant in IPA matrix, including attractiveness of the country as a tourist destination, security and safety of travel to country, good condition of shopping and tour. And in 2nd quadrant (Concentrate here), 5 attributes are located in, including doctor’s expertise, friendliness and communication of staff and doctors, many cultural and natural attractions,convenient location, and accreditation of the medical facility. And 4 attributes are found in 3rd quadrant (Possible overkill), including follow-up after treatment, state-of-the art medical equipment,stability of medical care skills, and low cost of treatment. Lastly, 2 attributes including low cost of accommodation and many attractions of the local area of tourism destination are shown in 4th quadrant, referring ‘Low Priority’. And in multi-regression analysis, four components out of five attributes (follow-up after treatment, stability of medical care skills, low cost of treatment, and convenient location), except state-of-the art medical equipment, have shown positive effects on Chinese travelers’ behavior. Improvements/Applications: The results could categorize Chinese Travelers’ selection attributes into Familiarity, Convenience, Reliability, and Internationality. And attributes that significantly correlate with Chinese travelers’ behavior are four attributes including follow-up after treatment, stability of medicalcare skills, low cost of treatment, and convenient location.
Convenience, Familiarity, Internationality, IPA, Paired-Sample T-test, Reliability.
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