의료관광자의 심리적 거리와 선택속성이 방문의도에 미치는 영향 연구

A Study on the Effects of Psychological Distance and Selection Attributes on foreign tourists' Behavioral Intention when selecting a Medical Tourism Destination: focused on potential customers of China and Russia

The purpose of this study is to provide the medical tourism businesses and managers of medical tourism industry with basic materials for an efficient medical tourism management by investigating how the factors of psychological distance in conjunction with selection attributes of medical tourism have an effect on the behavioral intention and also by examining how it is different between Chinese and Russian customers on the determinants of choosing the destination such as Korea. For the purpose of this study, the data was collected from 254 potential Chinese and Russian customers, using multinomial logit model. Results has revealed that the cultural closeness as a factor of psychological distance, medical competency and travelling programs are considered to be the important determinants of destination choice for medical tourism service. In addition, the cultural closeness and medical competency were shown to have signigicant effects on behavioral intention of the potential Chinese customers while the cultural similarity as a factor of psychological distance, medical competency and travelling programs were shown to have signigicant effects on the visiting intention of the potential Russian customers.