웰니스·의료관광 융복합 추진과제 도출 및 우선순위 분석: AHP를 활용하여

Derivation and Priority Analysis of Wellness and Medical Tourism Convergence Projects: Using AHP

Purpose - This study aims to examine the key factors to consider in promoting the convergence of medical tourism and wellness tourism and to analyze the relative importance of tasks for their integration using the Analytic Hierarchy Process (AHP) method to determine priorities. Design/methodology/approach - An AHP analysis was conducted with 12 stakeholders in medical tourism and wellness tourism in Busan to determine the priorities of strategies and tasks for promoting the convergence of wellness and medical tourism. The goal of <Hierarchy 1> was set as “Evaluating the priority of tasks for the integration of wellness and medical tourism.” <Hierarchy 2> comprised three strategic directions: “Discovering convergence resources,” “Establishing infrastructure,” and “Strengthening promotion and marketing.” <Hierarchy 3> included specific tasks under each strategic direction. Findings - The priority rankings for the execution strategies in <Hierarchy 2> were as follows: “Resource discovery for convergence” (0.394), “Enhancing promotion and marketing” (0.327), and “Infrastructure development” (0.278). In <Hierarchy 3>, the overall importance rankings were: “Establishing a brand image for wellness and medical tourism” (0.175), “Creating a dedicated organization” (0.094), and “Discovering marine wellness resources” (0.092). Research applications or Originality - This study provides practical alternatives by presenting policy priorities for the convergence of wellness tourism and medical tourism, addressing the relative lack of prior research on their integration. It is expected to assist in determining policy priorities and establishing a roadmap for wellness and medical tourism in the future.