한국 의료관광 참여 동기에 따른 시장세분화

Market Segmentation by Motivation for Attending Medical Tourism in Korea: Potential Tourism Consumer in Taiwan

Medical tourism provides tourism activities as well as medical services to people who travel overseas for medical treatment or health care. This study explored motivations of Taiwanese tourism consumers for potential medical tourism in Korea. Data were collected through an online survey from 430 YouthWant.com members in Taiwan. Factor and cluster analyses were employed to identify and profile market segments based on their motivations for attending medical tourism in Korea. A principal component analysis revealed five motivational factors, and a K-mean cluster analysis identified four distinct tourism consumer segments. The results showed a robust profile of their characteristics and behaviors for marketing purposes. Segmenting the Taiwanese based on their motivations could assist medical tourism organizers in Korea in developing and implementing effective promotional and marketing strategies.