초록 열기/닫기 버튼
Medical tourism is one of the rapidly growing industry which has assumed increasing importance and strong growth potential. Therefore, there has been many researches in terms of its vitalization. While the rise of interests, there has been few studies which examine medical tourists' motivations and objectives. This research is mainly to find out the motivation of medical tourists. In particular, the survey was conducted with Japanese tourists who occupied the biggest portion among visitors in Korea. And this study explores a segmentation of visitors on the basis of their motivations for participating medical tourism. In addition, this study develop the scenario of WTP (willingness-to pay) for medical product in order to help researchers to capture and understand tourists perception for medical tourism. The study provides insights into the perceptions of medical tourists and through this it makes a contribution to the medical tourism research from both the theoretical and empirical. Specific marketing implications are discussed in an attempt to successfully attract medical tourists and provide a proper medical services.
키워드열기/닫기 버튼
Medical Tourism, CVM, WTP, Market Segmentation
