AHP를 이용한 의료관광 대상국가의국가 이미지 선호 및 평가요인별 중요도에 관한 연구- 인도네시아의 잠재적 환자를 대상으로 -

In the case of Korean medical tourism industry, elective procedures such as cosmetic surgery, aesthetic or medical check-up are in high-demand rather than necessary main surgery such as cardiac stenosis surgery, so the domestic clinics' take a big role in Korean medical tourism industry. This study focuses on the relationship between the South Korea's state image and quality o f medical tourism service, and how medical tourism affects on Indonesia potential customers. Medical service refers to as a special service. It is a process and system of diagnosis and treatment behaviors of experts, who received specialized high education and got certain qualification or license. Also, as same as general service, it has characteristics of intangibility, non separability, variability, and perishability. Medical tourism is away of attracting overseas patients, together with medical services and recreation, leisure, cultural activities such as tourism activities in combination with the meaning of a new tourism form, and in the same way as medical industry and the tourism industry of integration, points out the features. To evaluate relative priority, we devised the model using the AHP and we assured the validation. we constructed the evaluation model that identified its evaluation factors of brand images by Keller(1993). We derived the relative weights and priorities of 9 evaluation factors using the AHP, which is a useful tool to quantify the subjective judgements rationally. Then we got the results, experience is the most important then function is next, credibity, price, market leader, reputation, expert opinion, and trademark is the least important. It is same results by constant sum scale. The characteristics of elements of state image preference that each medical tourism state has are not significant. It is because medical tourism state is not familiar to medical consumers. Nevertheless most of them responded they would visit some states next time so they prefer states rather than non-medical tourism oriented states.