초록 열기/닫기 버튼
This study aimed at developing a model that explains the intention formations of international medical travelers by examining the impact of medical service quality on service value, satisfaction, and behavioral intention. Based on literature review, medical service was divided into two factors: tangible and intangible service. Service value was divided into two components: hedonic and utilitarian value. Data was collected from international medical tourists visiting South Korea from July 1 to July 31, 2018. A total of 311 samples were used for hypotheses test. Findings from the analysis of structural equation model indicated a good fit for the proposed model. Most hypothesis paths were statistically significantly except for three relationships: intangible service quality and hedonic value, hedonic value and satisfaction, and hedonic value and behavioral intention. This result implies that due to the clear purpose of medical tourists, more practical service and value are key factors strongly influencing medical tourists’ satisfaction and behavioral intention.
키워드열기/닫기 버튼
Medical Tourism, Tangible Service, Intangible Service, Value, Satisfaction, Behavior Intention
