Journal of the Korean Data Analysis Society

Korean Data Analysis Society (한국자료분석학회)
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The Effects of Medical Tourism Coordinator Service Quality Perceived by Russian Tourists on Satisfaction and Behavioral Intention

의료관광 코디네이터의 서비스 품질, 만족 및 행동의도 간의 영향관계: 러시아 의료관광객을 대상으로

  • Tatiana, Mandziy (Dept. of Business Administration, Pukyong National University) ;
  • Choi, Wook-Hee (Department of Hotel & Tourism Management, Dongguk University) ;
  • Jun, Jae-Kyoon (Division of Business Administration, Pukyong National University)
  • ;
  • 최욱희 (동국대학교 경주캠퍼스 호텔관광경영학부) ;
  • 전재균 (부경대학교 경영학부)
  • Received : 2016.03.20
  • Accepted : 2016.04.20
  • Published : 2016.04.30
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Abstract

The Korean government allowed hospitals to attract foreign patients based on revised the medical law in 2009 (refer to Article 27 and Article 27.2 of the Medical Law and Enforcement Regulation). Among patients with foreign nationalities, the number of Russian tourists has increased by 46% (24,026) compared to 2013. The Korean medical infrastructure for handling foreigners, however, is still in the early stages. The purpose of this study is to contribute to the knowledge of how medical tourist coordinator service quality influences satisfaction and behavioral intention. To achieve this goal, 111 valid copies of questionnaire collected from Russian medical tourists in Busan from February to March, 2015. The results of regression analysis were summarized as follows: First, service quality factors of medical tour coordinator have significant positive effect on satisfaction. Second, service quality factors have significant effect on behavioral intention. Third, satisfaction has significant effect on behavioral intention.

본 연구는 러시아 의료관광객 유치 방안의 하나로 부산의 의료서비스 개선에 대한 논의를 하고자 하였다. 대한민국의 의료기술은 몇몇 분야에서는 세계 최고의 수준이며 의료비 경쟁력도 높은 편이다. 그러나 이러한 높은 의료진료 수준에 비해서 해외 의료방문객을 대상으로 원활한 의료서비스를 제공하는 시스템은 여전히 미흡한 실정이다. 이렇게 전문적인 의료서비스를 제공하는 의료관광 코디네이터의 역할이 매우 중요하게 요구됨에도 불구하고 의료관광 코디네이터의 서비스 품질의 필요성과 평가에 대한 연구는 미흡한 실정이다. 이에 따라 본 연구는 한국의 의료관광 활성화하기 위해 많은 잠재성을 지닌 러시아 의료관광객의 만족도와 충성도에 영향을 미치는 의료관광 코디네이터의 서비스품질 요인을 검토하고 영향관계를 검증해 보고자 하였다. 본 연구는 부산지역에서 의료코디네이터 서비스 쓴 러시아 환자 대상으로 2015년 2월에서 3월까지 조사를 실시하였다. 분석 결과 첫째, 의료관광 코디네이터 서비스 품질이 만족에 유의한 영향을 미치는 것으로 나왔다. 둘째, 의료관광 코디네이터 서비스 품질가운데 전문성 요인을 제외하고 행동의도에 유의한 영향을 미치는 것으로 나왔다.

Keywords

Acknowledgement

Supported by : 부경대학교

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