의료관광목적지별 선호속성에 관한 비교 연구:중국, 일본, 미국 잠재의료관광객을 중심으로

This study compares preference attributes by medical tourism destinations focusing on potential medical tourists from China, Japan and the USA. Through the research, the study identifies how the medical tourists select medical tourism destination with what attributes and attempts to provide strategic implications for attracting medical tourists in the future. For the data collection, the study conducted questionnaire survey of Chinese, Japanese and Americans who have the highest frequency of visiting Korea while living in their countries as the target of the potential medical tourists. Totally 2,000 questionnaires were distributed. Excluding 167 copies with missing data and insincere responses, 1,833 copies were used for the final analysis. The result of the analysis showed significant difference in all attributes except for the various food cultural attribute among the medical tourism preference attributes by nationalities (p < .01). For most of the attributes in administration and service factor, the nationality who considered them most importantly were Americans, followed by Chinese and Japanese. On the other hand, treatment attributes and attributes of ‘disease difficult to be treated’ were most importantly considered by Chinese. Chinese also considered medical factors most importantly. The result of analyzing demographic features, behavioral features of medical tourism, and preference attributes using multinominal logistic regression analysis showed that nationality, purpose of treatment, educational level, age, length of tourists’ visit, occupation, privacy and confidentiality of treatment, and attribute of ‘opportunity for various shopping’ all had significant impact. In the conclusion, the study summarized findings and discussed strategic implications for attracting medical tourists in the future.