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KMID : 0387320140240040367
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Korean Journal of Health Policy and Administration
2014 Volume.24 No. 4 p.367 ~ p.379
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The Effect of Destination Image and Attitude toward Medical Tourism on the Mongolian’s Intention to Use Korean Medical Tourism Service
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Lee Eun-Joo
Shin Taek-Soo
Jin Ki-Nam
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Abstract
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Background: Over the last decade, medical tourism industry has grown in Korea. Especially the number of Mongolian medical tourists has increased rapidly. Therefore, the Mongolia is one of the targets for Korea medical tourism. The purpose of this study is to investigate the effects of destination image and expected attributes of medical services on Mongolian’s intention to use Korean medical tourism service.
Methods: This study empirically collected survey data from Mongolian lived in Mongolia. The study analyzed the data using a PLS model.
Results: Our results are as follows. First, the country image didn’t significantly have causal effects on expected medical service quality and perceived risk. Second, tourism image (e.g., entertainment, economic feasibility, and local convenience) has significantly causal effects on expected medical service quality and perceived risk. However, tourist site as tourism image didn’t significantly have causal effects on expected medical service quality and perceived risk. Third, medical image made a statistically significant effect on expected medical service quality and perceived risk. Fourth, the expected medical service quality showed a significant effect on intention to use Korean medical tourism service. Fifth, the perceived risk of medical tourism showed a significant effect on the reliability of medical tourism, but didn’t show a significant effect on the intention to use Korean medical tourism service. Finally, the reliability has a significant effect on the intention to use Korean medical tourism service.
Conclusion: From our empirical results, this study concluded that as a strategy attracting Mongolian patients, it is more effective to strengthen Korean hospital image and tourism image than Korean country image
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KEYWORD
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Medical tourism, Mongolia, Destination image, Healthcare use
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