부산 웰니스 의료관광 수요 결정요인에 대한 탐색적 연구

An Exploratory Study on Determinants of Wellness Medical Tourism Demand in Busan

Purpose – This study aims to provide directions for the actual demand for medical tourism by targeting travelers experienced in medical tourism in Busan. Design/Methodology/Approach – The research surveyed visitors with experience in medical tourism. The methodology used in this study involved factor analysis of the attributes of Busan medical tourism and the motives for participating in medical tourism. A truncated Poisson model was used to analyze the determinants of each independent variable. Findings – The estimated results for the determinants of demand for medical tourism in Busan are as follows. The analysis of the TP model in medical tourism showed that occupational factors had a positive effect on socioeconomic characteristics. The analysis of medical tourism selection attributes revealed that the level of Korean and Western medicine, exceptional medical experiences and services, the influence of the Korean Wave, and beauty standards had a positive effect. An analysis of motivations for participating in medical tourism showed that eye treatment, cosmetic surgery, and treatment for diseases using both Korean and Western medicine have a positive effect. Research Implications – The estimated results of this study suggest that they can enhance the global competitiveness of Busan’s medical tourism industry in the future.