국제의료관광 소비자의 선택속성에 관한 연구

Choice Attributes of International Medical Tourism Consumers

It is necessary to develop new competitive products under the world economic downturn. The medical tourism industry a good example and it has grown rapidly for last couple of years. This paper aims to investigate socio-demographic proxies of inbound medical tourists in Korea. In particular, the medical tourist behaviors are modeled by considering the factors such as acquisition process of medical tourism information, service level of medical tourism industry and the choice attributes. The results of this study are summarized that: 1) Most inbound medical tourists are over 40-years old with professional occupation accompanied with families; 2) The information resources are mainly acquired from travel agents and WOM(Word of Mouth) such as friends and relatives; 3) Current problems are lack of various promotion channels and the competitiveness of medical costs; 4) The inbound medical tourists are not homogeneous but vary in different segments. The study suggests that various marketing strategies should be implemented for target market segments to promote Korea as a medical tourism hub.