To be perceived as an attractive medical tourism destination that provides competitive services in a medical tourism market into which many nations worldwide have entered, it is essential that a service provider design and provide medical services that take into account the unique cultural properties of people of various nationalities. Currently, Korea is considered the most attractive country for Chinese and Russian visitors; this study investigates the parameters that affect their choice of Korean medical services, as well as the relationship between their cultural characteristics and their intention to use Korean medical services.
This research found that the cultural characteristics of Chinese and Russian individuals have a positive Influence on the national image and image of Korea’s medical services, Interest in Medical Information and that this affects their intention to use Korean medical services. Nevertheless, there were differences among the cultural characteristics, in terms of specific elements. Among Chinese individuals, the national image is affected by “power distance,” “individualism?collectivism,” and “long-term ?Short-Term orientation”; for Russians, it is affected by “individualism?collectivism,” “power distance,” “uncertainty avoidance,” and “long-term ?Short-Term orientation.” On the other hand, for Chinese, the image of Korean medical services is affected by “power distance” and “long-term-Short-Term orientation,” while for Russians it is affected by “power distance” and “uncertainty avoidance.” These in turn influence their intention to use Korean medical services.
Based on these cultural characteristics among foreigners, there are differences in the parameters that affect their intention to use Korean medical services, as well as the extent of this effect. As such, by recognizing these cultural properties, and by designing and offering suitable services with those in mind, Korean medical institutions can nurture among foreign visitors greater satisfaction and a desire to revisit. In this way, Korean medical services can become more competitive in the world’s growing medical tourism market.