Using a mixed logit model, this study was aimed to identify the attributes of medical tourism product that Japanese might prefer. Data were collected from 377 Japanese tourists at Myung-dong area, Seoul in 2009 and the survey instrument was developed by SAS experimental design. Among many results, a few results are very meaningful. Firstly, the most preferred combination of attributes in the scenario I, was 'cosmetic surgery package' that provides post treatment with the price between 150,001-500,001 Won, and recovery period between seven hours to two days. Secondly, the most preferred combination of attributes in the scenario II was 'herbal treatment packages' between 300,000-800,000 Won, with cultural experience, prior or post-treatment, and gourmet tourism program. Results of this study may help to develop an optimum medical tourism package.
I. 서론
II. 이론적 배경
III. 연구방법론
IV. 실증분석
V. 결론
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