지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2013.1
- 수록면
- 57 - 76 (20page)
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초록· 키워드
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This study identified how Korea's national image would influence on tourists' level of perceived risk and the choice of a medical tourism destination. To accomplish the objectives, data were collected by Japanese tourists who visited to Yeosu Expo from July 31 through August 4, 2012. The data were analyzed by several statistical tests such as confirmatory factor analysis, reliability test, descriptive analysis, and covariance structural modeling. The results revealed that the national brand image is significantly positively related to tourists' level of perceived risk and the choice of a medical tourism destination. That is, if tourists have a positive and favorable image of Korea, they justly have a low perceived risk that leads to decided or intend to go to Korea for medical tourism. Based on the findings, as many countries have been developing medical tourism products and its marketing strategies to succeed in the world of medical tourism market, there is a need to establish competitive strategies in Korea as a medial tourism destination. For instance, Korea's nation image should be kept in more positive and favorable by developing differential or traditional images. Also, the political, social, and economic stability of Korea should be promoted by aggressive investment for medical tourists in overseas. For doing so, the government and enterprises(e.g., hospital, agency, agent, etc.) connected with medical tourism would be devoting together to a stable environment of national and social composition in active
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참고문헌 (37)
참고문헌 신청
Ajzen, I. & / 1980 / Understanding attitudes and predicting social behavior / Prentice?Hall
Anderson, J. C. / 1988 / Structural equation modeling in practice: A review and recommended two-step approach / Psychological Bulletin 103 (3) : 411 ~ 423
Assael, H. / 1997 / Consumer behavior and marketing action / Kent Publishing Company, A Division of Wadsworth, Inc
Baker, M. J. / 2002 / Country of origin as a source of competitive advantage / Journal of Strategic Marketing 10 (2) : 157 ~ 168
Bilkey, W. J. / 1982 / Country-of-origin effects on product evaluation / Journal of International Business Studies 8 (Spring) : 89 ~ 99
Anderson, J. C. / 1988 / Structural equation modeling in practice: A review and recommended two-step approach / Psychological Bulletin 103 (3) : 411 ~ 423
Assael, H. / 1997 / Consumer behavior and marketing action / Kent Publishing Company, A Division of Wadsworth, Inc
Baker, M. J. / 2002 / Country of origin as a source of competitive advantage / Journal of Strategic Marketing 10 (2) : 157 ~ 168
Bilkey, W. J. / 1982 / Country-of-origin effects on product evaluation / Journal of International Business Studies 8 (Spring) : 89 ~ 99
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