This study analyzed the selection attributes of the Chinese who had visit Gyeongju City in deciding their destination of medical tourism. Based on the Berry’s Cultural Assimilation Theory, this study aimed to suggest marketing plans for strengthenin...
This study analyzed the selection attributes of the Chinese who had visit Gyeongju City in deciding their destination of medical tourism. Based on the Berry’s Cultural Assimilation Theory, this study aimed to suggest marketing plans for strengthening competitiveness by analyzing the Chinese’s preference to Gyeongju City as the destination of medical tourism.
The selection attributes of medical tourism consisted of five underlying attributes such as medical infrastructure, medical service, cost, tourism infrastructure, and accessibility. The types of medical tourism’ products were classified into medical checkup, disease treatment, and cosmetic surgery. The types of cultural assimilation were categorized into integration type, assimilation type, separation type, and marginalization type in terms of two-dimensional perspective that can maintain one’s identity related to the inherent culture of the home country while accepting new culture of the region.
Through the classifications, this study investigated the effects of selection attributes of medical tourism on the preference and the differences in selection attributes of medical tourism according to the type of medical tourism products and cultural assimilation. In addition, it investigated the moderating effect of the cultural assimilation degree when the selection attributes of medical tourism had influence on the preference. The results of the study can be summarized as follows.
First, one way ANOVA showed a significantly different effect of accessibility variable among the five factors on the selection attributes of medical tourism in terms of the types of medical tourism products (medical checkup, disease treatment, and cosmetic surgery).
Second, two variables such as accessibility and cost had influences on preference among the selection attributes (medical infrastructure, medical service, cost, tourism infrastructure, accessibility) of medical tourism destination. Results revealed that the better the accessibility to Gyeongju was, the higher their preference increased.
Third, there were significantly statistical differences in the selection attributes (medical infrastructure, medical service, cost, tourism infrastructure, accessibility) of medical tourism destination, according to cultural assimilation types (integration type, assimilation type, separation type, and marginalization type). In particular, integration type and assimilation type, which had no sense of rejection in taking mainstream culture showed higher medical tourism preference than separation type and marginalization type which stick to inherent culture or reluctant to accept mainstream culture.
Finally, when selection attributes of medical tourism had influence on preference, accessibility and cost had much influence on the preference to medical tourism in the high assimilation types that accept mainstream culture easily. In the low assimilation types that are reluctant to accept mainstream culture, medical infrastructure had the influence most on the preference to medical tourism.
The implication of this study lies in identifying the differences in selection attributes and preference to Gyeongju city as a medical tourism destination according to cultural assimilation types in consideration of previous research performances of high level regarding various selection attributes of medical tourism (medical infrastructure, medical service, cost, tourism infrastructure, attractiveness of tourism place, accessibility, etc.). In order to vitalize medical tourism, policy-related research that can minimize stress for cultural adaptation should be made in the future.
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