한국 의료관광 참여 동기에 따른 시장세분화

• 영문명: Market Segmentation by Motivation for Attending Medical Tourism in Korea: Potential Tourism Consumer in Taiwan
• 발행기관: 한국관광학회
• 저자명: 朴聖姬 金美慶
• 간행물 정보: 『관광학연구』제35권 제5호, 299~317쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.06.30

영문 초록

Medical tourism provides tourism activities as well as medical services to people who travel overseas for medical treatment or health care. This study explored motivations of Taiwanese tourism consumers for potential medical tourism in Korea. Data were collected through an online survey from 430 YouthWant.com members in Taiwan. Factor and cluster analyses were employed to identify and profile market segments based on their motivations for attending medical tourism in Korea. A principal component analysis revealed five motivational factors, and a K-mean cluster analysis identified four distinct tourism consumer segments. The results showed a robust profile of their characteristics and behaviors for marketing purposes. Segmenting the Taiwanese based on their motivations could assist medical tourism organizers in Korea in developing and implementing effective promotional and marketing strategies.

목차

Ⅰ. 서론

Ⅱ. 의료관광에 관한 선행연구 고찰

Ⅲ. 연구방법

Ⅳ. 분석결과 및 시사점

Ⅴ. 결론

참고문헌

키워드

의료관광 대만인 잠재 관광소비자 시장세분화 Medical tourism Taiwanese Potential tourism consumer Market segmentation