베트남 소비자의 한국 의료관광 서비스 선택의도에 영향을 미치는 요인분석

In recent years, medical tourism exchanges between South Korea and Vietnam have intensified, with Vietnamese consumers increasingly recognizing South Korea as a major destination for medical tourism. This study investigates the factors influencing Vietnamese consumers’ intention to choose South Korea for medical tourism. Based on a comprehensive review of prior studies, South Korea’s national image and medical image were identified as key independent variables, along with Vietnamese consumers’ reference groups and online word-of-mouth. Medical tourism choice intention was specified as the dependent variable, and a research model and hypotheses were proposed for empirical analysis. The research model and hypotheses were developed on the basis of the Theory of Planned Behavior. Data were collected through an online survey administered to Vietnamese users of social networking sites where information related to South Korean medical tourism services is actively shared. A total of 548 valid responses were obtained. The results of the statistical analysis indicate that South Korea’s national image, South Korea’s medical image, reference groups, and online word-of-mouth all have significant positive effects on medical tourism choice intention. These findings provide practical insights for understanding Vietnamese consumers’ behavior and for formulating and implementing effective marketing strategies to attract Vietnamese medical tourists. In addition, implications and limitations of the study are discussed based on the findings.