Earticle

본 연구에서는 IPA(Importance-Performance Analysis) 기법을 이용하여 의료관광객들이 만족할 수 있는 의료 기관의 융복합 의료관광서비스를 위한 개선방안 및 시사점을 제시하고자 하였다. 본 연구의 자료수집에 있어서는 의 료관광서비스를 경험한 고객들을 대상으로 2014년 9월 1일-2014년 10월 30일까지 검진을 받은 의료관광 고객들을 대상으로 총 244부의 설문지를 유효표본으로 확보하였다. 의료관광서비스의 중요도와 만족도의 차이를 알아보기 위 하여 대응표본 t-test를 실시한 결과, 의료관광 서비스의 중요도와 만족도에 있어 모든 항목에서 유의한 차이를 보이 고 있었다. 의료관광서비스에 대한 IPA 분석결과, 중요도는 높게 인식을 하지만 실제로는 만족도가 높지 않은 서비 스 항목들로 향후에 집중 관리가 필요한 항목으로 ‘정확한 의료관광서비스’, ‘환자의 요구에 신속한 대응’, ‘신속한 의료관광서비스’, ‘의료관광코디네이터와의 의사소통’의 항목들로 도출되었다. 그러므로 의료기관들은 의료관광에 대 한 신속성과 전문성을 가진 의료관광코디네이터를 배치하여야 할 필요성이 있다.

In this study, IPA(Importance-Performance Analysis) techniques were used to suggest improvement plans and implications for convergent medical tourism services which medical tourists can be satisfied in Medical institutions. For this study, a total of 244 questionnaires among collected data for customers who experience a medical tourism service (a health checkup) at four hospitals located in Gangneung, Gangwon Province from September 1, 2014 to October 30, 2014 was to ensure a valid sample. As a result of the experiments which conducted by paired sample t-test analysis to learn corresponding to the difference between importance and satisfaction of the medical tourism services, it shows significant differences in all entries In the importance and satisfaction of the medical tourism services. As a result of the experiments which conducted by the IPA, the importance is high awareness but among service items which satisfaction is not actually high, service items that requires intensive care in the future are derived in items of “exact medical tourism services”, “rapid response to the needs of the patient”, “rapid medical tourism services”, “communication with medical tourism coordinator”. Therefore, medical institutions may need to be arranged in the Medical Tourism Coordinator with the agility and expertise of the medical tourism.

The purpose of this study was to identify the effect of service quality components such as trust, care, image, hospital environment perceived by medical tourists on the components of customer loyalty, revisit intention and recommendation intentions, via customer satisfaction. In order to achieve the purpose of this study we conducted the survey focused on the medical tourists from China who had used the medical institutions in Korea as medical tourist. To figure out the structural relationship among the variables for this study, a structural equation model was performed with a total o f 321 sample data. The findings of this study suggested that first, core service of hospital is most important to medical tourist who wanted to take medical care as primary purpose of their medical travel. Second, customer satisfaction had significantly positive effects on the components of customer loyalty which are revisit intention and recommendation intention to others. Finally, this study provides theoretical and managerial implications of findings and suggests directions of future research.

In the tourist industry, China is one of countries where takes a major part for S. Korea. Especially, Chinese patients have made up almost a third of the health tourism, even a half considering unofficial figures. Since it’s significant country, it’s required to satisfy their requirements as they need in common. It’s often said that Chinese patients could be classified into patients for cosmetic surgery or plastic surgery. But the scale of Chinese patients are remarkably huge to classify them in this way. Statistically, the female Chinese patients have accounted for about three-fourths and most of them were in their 20 to 30’s. And what they look for is cosmetic medical treatment. Male or elderly patients have visited S. Korea to treat disease or have intensive care. In addition, S. Korea is not ranked at top for the medical tourism in China. The capital in China has become liquid and a great number of people belong to higher-income group who visited the States, Japan, Thailand, Singapore and Hong Kong, other than S. Korea for medical tour. Thus, this study aims to investigate medical tour, additional service and any necessary tourism service Chinese patients are looking for and come up with more effective solution so that they could visit S. Korea as a destination, not other countries.

Recently, medical tourism is recognized as a high value-added industry because of its longer period of stay and higher expenditure than general tourism. In particular, although the number of medical tourists visiting Korea is increasing, the perception of Korean medical services is low. The purpose of this paper is to develop the app which, based on medical tourism type, recommends tourism destinations. Additionally, this proposed app can expand general tourism as well. It can provide tourists with medical information easily by sorting types tourists. Besides, as medical tourists normally stay long, we can take the advantage of post-treatment time. This app collects medical information data and tourist destination data, and categorizes the types of medical tourists into four categories: disease medical tourism, traditional medical tourism, cosmetic medical tourism, and recreational medical tourism. It provides medical information according to each type and recommends customized tourist destinations. User-based collaborative filtering is applied for tourist destination recommendations.

The study was to suggest medical tourist policy of Busan by Russian medical tourists visiting the city for the medical treatment. The analysis was based on the demographic characteristics of Russians. The finding suggested some Busan’s medical market-oriented policies. This research will contribute building medical tourism strategy for Russian market segmentation.

본 연구는 의료목적으로 부산을 방문하는 러시아관광객을 대상으로 의료서비스품질이 고객만족에 미치는 영향을 알아보고자 하였다. 연구결과 의료서비스품질의 선택 요인 중 확신성, 공감성, 유형성, 신뢰성이 고객만족에 긍정의 유의한 영향을 미치는 것으로 나타났으며, 개별 요인별 영향을 살펴보면 확신성과 유형성, 신뢰성은 p<0.001, 공감성은 p<0.05 수준으로 만족도에 유의한 영향을 보였다. 반면, 반응성은 p=.148 로 고객만족과 영향관계를 가지지 않는 것으로 나타났다. 본 연구의 의의는 부산지역병원에 입원한 러시아 환자를 대상으로 실증적 연구가 이루어지지 않은 현 실정에서의료관광의 목적지로 부산을 가장 많이 찾는 러시아 환자를 대상으로 한 연구를 실시하였다는 것에 의의가 있으며, 향후 러시아 의료관광시장에 대한 의료관광정책 수립에기초자료로 활용할 것으로 사료된다.

The study was to suggest medical tourist policy of Busan by Russian medical tourists visiting the city for the medical treatment. The finding suggested that ‘assurance’, ‘empathy’, ‘tangibles’, and ‘reliability’-- the elements of medical tourism destination-- have significant positive effects on customer satisfaction, whereas ‘responsiveness’ has no effects on the degree of customer satisfaction. The findings of the study have the following implications for marketers. The study, identifying the medical tourism service provided for the subjects of the study and the types of their treatment, would be conducive to attracting Russian patients and promoting marketing activities, laying foundations for further empirical studies. Secondly, the study analyzes the effects of Russian patients’ medical tourism selection attributes on customer satisfaction and customer loyalty, suggesting ways in which medical institutions need to improve their services for Russian so they continuously visit Busan as a medical tourism destination.

The purpose of this study is to present a tourism strategy suitable to market characteristics. Therefore, this study is to identify medical tourism situation in the Philippines, which is a potential competitor of the Korean medical tourism market, and to derive the characteristics of medical tourism selection that can reveal the specificity of the medical tourism market. In order to achieve the purpose of research, we conducted a survey on the actual condition of medical tourism for tourists who had experienced tourism in the Philippines. As a result of this study, we could divide eight dimensions of medical tourism selection attributes in the Philippines, including ‘Political and social image’, ‘Medical service quality’, ‘National image on local people’, ‘facilities and convenience’, ‘social environment’, ‘Medical service reputation’, ‘economic image,’ and ‘tourism attractions’. In addition, cluster analysis was conducted on the basis of the revealed eight dimensions, and it was classified into four subdivided markets: ‘tourist destination priority group’, ‘medical service oriented group’, ‘long term stay oriented group’, and ‘medical tourism group’. Also, as a result of the Chi-square test, it was confirmed that income, occupation, and purpose of visit are significant variables that reveal characteristics of subdivision market. These findings can provide useful implications for future medical tourism strategies.

본 연구는 의료 관광객의 불만을 야기시킬 수 있는 요소를 밝혀내고, 이를 근원적으로 보완할 수 있는 방법을 모색하기 위해 의료 서비스 실패 유형이 회복 수단과 어떠한 상관관계를 가지며 의료 관광객의 신뢰의 형성, 더 나아가 신뢰의 형성을 바탕으로 재이용, 추천, 긍정적 구전의도와 같은 행동의도에까지 어떠한 영향을 미치게 되는가를 규명하여 의료 관광객 관리의 중요성을 시사하며 의료 관광 활성화를 위한 효과적인 마케팅 전략을 수립하고자 하였다. 연구의 주요 분석 결과를 요약하면 다음과 같다. 첫째, 서비스 실패에 대한 서비스 회복은 회복 후 만족에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 회복 후 만족은 신뢰와 행동의도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 회복 후 만족에 의한 신뢰의 형성은 행동의도에 긍정적인 영향을 미치는 것으로 나타났으며 마지막으로, 서비스 회복과 회복 후 만족과의 관계에서 의료 서비스 실패의 조절효과를 분석하였고, 의료 서비스 실패 인지유형은 조절효과를 갖지 못하는 것으로 나타났다.

This research was conducted to explore the factors that cause medical tourists' dissatisfaction, and find ways to solve the tourists' problems by researching on the relationship between the service recovery and the failure of medical services. Also, the research has put more emphasis on establishing marketing strategies that enable Japanese medical tourists to actively visit Korea, and finding out the effects that the medical tourists satisfaction and trust have on their behavioral intentions, recommendations, and positive feedbacks. The summary of the research analysis results as follows. First, the service recovery after the service failure has positive influences on the medical tourist's satisfaction. Second, the service recovery has proven its positive influences on the tourists' trusts and behavioral intentions. Third, the satisfaction of the service recovery has built the mutual trust between the tourists' and the medical center, and this has positive influences on the customer's behavioral intentions. Finally, the research was conducted to analyze the moderating effects on the relationship between the service recovery and the recovery satisfaction. It was found that the medical service failure recognition type has proven no moderating effects.

The purpose of this study is to examine the relations between the image of Korea and the quality of medical service tourism and the satisfaction to Chinese medical tourists. To do so, this study expects to examine the difference between the age groups among Chinese medical tourists, and to develop a marketing strategy. In order to conduct the analysis, the total of 300 samples were collected and the total of 201 samples were used for the final analysis. This result implies that the difference of modernization between Korea and China has a little to do; thus, the image of one’s country is not an important factor. Additionally, As Chinese, who were born after 90’s and after 90’s, are aware of the quality of medical tourism service through the globalization and the security, it is important to develop a marketing strategy based on the result of this study.

본 연구의 목적은 의료관광스토리텔링의 속성을 도출하고, 방한 외국인의료관광객을 관광자 행동특성 및 인구통계학적 특성에 따라 세분화하고 세분집단의 국적에 따른 의료관광스토리텔링의 속성에 대한 차이를 규명함으로써, 방한 외국인 의료관광시장의 활성화를 위해 각 세분시장에 맞는 의료관광 스토리텔링 마케팅 전략에 도움이 되는 시사점을 제시하고자 하였다. 본 연구의 목적을 검증하기 위해 표본의 수집은 방한 의료관광객 중 주요 고객인 중국과 일본 의료관광객들을 대상으로 편의 표본추출방법을 사용하여 설문조사를 실시하였다. 총 600부의 설문지를 배포하여 586부를 회수하였고, 불성실한 응답을 제외한 총 514부(회수율 85.7%)가 실증분석에 사용되었으며, 이중 중국 의료관광객은 249부이고, 일본 의료관광객은 265부이다. 본 연구의 실증분석결과를 요약하면 첫째, 의료관광 스토리텔링 속성의 요인분석결과 의료관광스토리텔링 속성은 감성, 고유성, 매력성, 흥미성, 묘사성, 교육성의 6개 요인으로 추출되었다. 둘째, 방한 의료관광객을 관광객 행동특성(방문목적, 소비성향, 한국 의료기관 방문횟수)과 인구통계학적특성(성별, 연력, 소득수준)에 따라 세분집단으로 구분하고 각 세분집단에 따른 의료관광스토리텔링 속성의 중요도에 대한 국적 간 차이를 분석하였다. 분석결과, 관광객 행동특성 중 방문목적에 따른 매력성, 묘사성, 교육성, 감성의 중요도는 국적 간 차이를 보였고 소비성향에 따른 매력성, 묘사성, 교육성은 또한, 차이를 나타냈다. 한국 의료기관 방문횟수에 따른 국적 간 차이는 모든 속성에 차이를 나타냈다. 다음으로 인구통계학적특성 중 성별에 따른 고유성, 교육성, 묘사성, 감성은 국적 간 차이를 나타냈고 연령은 40대 이상의 경우 국적 간 차이가 없었지만, 40대 이하의 경우 감성, 매력성, 묘사성, 교육성이 국적 간 차이를 나타냈다. 소득수준에 따른 매력성, 교육성, 묘사성, 고유성은 국적 간 차이가 있는 것으로 나타났다. 본 연구는 방한 외국인 의료관광시장의 활성화를 위하여 스토리텔링기법을 이용한 세분집단별 표적마케팅 커뮤니케이션 전략수립에 대한 학문적·실무적 시사점을 제시하였다는 측면에서 그 의의가 있다.

The purpose of this study is to draw the attributes of the medical tourism storytelling and to subdivide the foreign medical tourists in Korea based on the tourist behavior characteristic and demographic characteristic to identify the differences on the attributes of the medical tourism storytelling by the subdivided groups. A total of 600 survey questionnaire was distributed to China and Japan medical tourists and finally 514 survey questionnaires, which are consisted with 249 Chinese medical tourist and 265 Japanese medical tourist, were used to data analysis. The empirical results show that first, as a result of the exploratory factor analysis of the medical tourism storytelling attribute, total of 6 attributes were extracted for the medical tourism storytelling attributes: Sensitivity, Authenticity, Attractiveness, Playfulness, Descriptiveness, and Educability. Second, among the 6 medical tourism storytelling attributes, there were differences on the descriptiveness, educability, and attractiveness between Japanese medical tourists and Chinese medical tourists in Korea. Finally, there were differences on the medical tourism storytelling attributes among the same nationality groups regarded as both the tourist behavior characteristic and demographic characteristic. The empirical results would provide meaningful implications of the medical tourism storytelling marketing strategy for each segmented target market to vitalize the foreign medical tourism market in Korea.

의료관광은 전 세계적으로 관광객에게 인기가 있는 영역이 되고 있으며, 기본적으로 의료행위와 관광 서비스가 결합된 관광의 한 분야이다. 많은 국가들이 차별화 전략과 서비스 정책들의 수립을 통해 의료관광을 활성화시키고 있다. 이와 같은 관점에서 본 연구의 목적은 의료관광객들이 지각하고 있는 의료관광 목적지 선택속성, 지각된 가치, 재방문의도 간의 영향관계를 규명하는데 있다. 본 연구는 이와 같은 영향관계를 검정하기 위해 2019년 9월 1일부터 12월 31일까지 설문조사를 실시하였으며, 총 439부의 설문지를 수집하였으나 최종 분석에는 총 302부의 설문지를 활용하였다. 본 연구는 SPSS 26.0을 활용하여 기초통계분석, 변수의 정화 등을 실시하였고, AMOS 26.0을 사용하여 구조모형 분석을 실시하였다. 구조모형 분석 결과, 의료관광객이 지각하고 있는 의료관광 목적지 선택속성의 하위 요인 중 지역정보성, 비용성 및 접근성 3개 요인들이 그들이 지각하고 있는 지각된 가치에 정(+)의 방향으로 유의한 영향을 미치고 있는 반면, 구전성은 지각된 가치에 유의한 영향을 미치지 않고 있었다. 또한, 의료관광객이 지각하고 있는 지각된 가치는 의료관광목적지로서 한국에 대한 재방문의도에 정(+)의 방향으로 유의한 영향을 미치고 있었다. 이와 같은 실증분석 결과들은 한국의 의료관광 활성화를 위해 의료관광 비용을 고려한 고품질 의료관광 서비스를 제공해야함을 시사하고 있다.

Medical tourism has become a popular option for tourists globally, which encompasses predominantly and primarily medical procedures combined with tourism service. Medical tourism is being promoted by an increasing number of countries through competitive strategies, services, policies and so on. Following from the above, the primary purpose of the study is to examine the relationship among selection attributes of medical tourism destinations, perceived value, and revisit intention. The study conducted a field survey of Chinese female medical tourists in South Korea from September 1 to December 31, 2019. A total of 439 questionnaires were collected with 302 usable for the final analysis. To investigate the relationship preliminary analyses, including descriptive statistics and scale purification, were calculated using SPSS version 26.0, following which a structural equation model was calculated using AMOS version 26.0. Results of the structural equation model showed that three sub-factors of selection attributes of medical tourism destinations, destination information, cost and accessibility had a positive influence on perceived value for medical tourists while word-of-mouth did not. Additionally, perceived value of medical tourism in South Korea had a positive influence on the revisit intention of medical tourists. The empirical results suggest that it is necessary to provide high quality medical services at a reasonable cost to medical tourists in order to boost medical tourism in South Korea.

본 연구는 일본인 잠재의료관광객을 대상으로 확장된 계획적 행동이론을 적용하여 한국의료관광에 대한 참여의도를 조사한 것이다. 다시 말해, 의료관광행동에 대한 태도, 주관적 규범, 지각된 행동통제와 더불어 지각된 가치와 참여의도와의 관계를 연구한 것이다. 연구의 결과로, 지각된 가치와 태도, 주관적 규범은 참여의도와 중요한 관계임을 알 수 있으며 이는 전략적으로 의료관광에 대한 중요한 시사점을 제공한다. 또한 의료관광을 설계하고 실행하기 위한 마케팅 프로그램에 도움을 줄 수 있으며 의료관광의 위상을 높이고 지각된 가치를 증가시킬 수 있다.

The aim of this study is to investigate participation intention of Japanese medical tourists by using extended theory of planned behavior, added perceived value. In another words, this study oriented to exploring the effect of attitude(AT), subjective norm(SN), perceived behavior control(PBC) and perceived value on participation intentions of Japanese medical tourists. The results of the study reveal that perceived value, attitude and subjective norm have significant relationship with participation intention. The result of this investigation provides important implications for strategic medical tourism ; it will aid in designing and implementing marketing programs for creating and enhancing the medical tourism and increasing perceived value.

본 연구는 의료관광산업에서 한국의 국제경쟁력을 높인다는 목표 하에, 해외의료관광객의 한국의료관광 구매의도를 결정짓는 요인을 통합적으로 파악하는데 그 목적이 있다. 기존 연구들과 차별화하기 위해 통합적이고 다차원적인 모형을 개발하였으며, 다음 세 가지의 핵심요인을 도입하여 연구모형을 설정하였다. 첫 번째 핵심요인은 국가이미지이다. 본 연구는 국가이미지를 구성하는 주요 속성을 종합적으로 파악함으로써 해외의료관광객의 구매의도에 미치는 영향력을 분석하고자 한다. 두 번째 핵심요인은 의료관광이미지이다. 기존 연구에서 국가이미지와 의료관광 이미지가 서로 다른 개념임에도 불구하고, 이들의 하위속성이 서로 중복되게 사용되는 문제점이 발견된다. 이는 아직 의료관광 이미지에 대한 명확한 개념정의와 속성파악이 이루어지지 않았기 때문이다. 이러한 문제를 해결하기 위한 연구의 필요성이 높다. 세 번째 핵심요인은 체류경험이다. 국제관광에 있어서 체류경험은 중요한 요인이 될 수 있다. 그러나 체류경험을 의료관광산업과 직접 연관 지어 연구한 문헌은 거의 없다. 본 연구는 체류경험이 국가이미지와 의료관광이미지가 구매의도에 주는 영향을 조절하는 변수로서 연구모형에 도입하였다. 이상의 세 가지 개념이 포함된 연구모형을 중국인 잠재의료관광객을 대상으로 실증 분석하였다.

Medical tourism is a combination of medical and tourism industry. It draws attention in the global market recently as a high value-added business. It is, therefore, expected to have a maximum spill-over effect on national economy. There are two objectives in this study. One is find out how Korea?s national image and medical tourism one exert an influence on the purchasing intention of foreign tourists for Korean medical tourism. The other is to verify if overseas staying experience can be a moderating variable. The national image consists of five key components such as cultural image, relational image, political image, economic image, and people image. In the respect of medical tourism image of Korea, five key components including medical expertise, level of medical tourism infrastructure, convenience of treatment, quality of medical service and treatment expenses are developed. Finally, through statistical testing, the hypotheses on national image and medical tourism image are partially supported, and the existence of the moderating effect of a staying experience variable is proved.

The purpose of this study is to investigate relationships among Medical tourist' Perceived Benefits of Medical Hotel of Medical Tourism Information Source, Trust, Emotional Brand Attraction and Advocacy. A total of 300 useful survey questionnaires were collected from Seomyeon Lotte Hotel(Medical hotel), airport, Travel agency and Hospital. To identify the demographic characteristics of the sample, a frequency analysis conducted by SPSS18.0. In terms of measured items, their reliability and validity was verified through a confirmatory factor analysis. The collected data analyzed through AMOS18.0 to test the goodness of fit, convergent validity, and discriminant validity of the research model. The results showed that Medical tourist' Perceived Benefits of Medical Hotel of Medical Tourism Information Source affect trust. Also, Trust affect Emotional Brand Attraction and Advocacy. This study provide academic and practical implications for the medical tourism industry. The medical tourism industry, recently being recognized as a highly promising field in the tourism industry.

This study identifies the relationship of influence on national image, tourist destination image, national brand attitude and revisit intention perceived by medical tourists after COVID-19, and draws academic implications. Hospitals visited by many medical tourists, such as dentistry and plastic surgery, were selected and surveyed in Seoul and Busan. For the analysis method, SPSS 24.0 was used to conduct frequency analysis for general characteristics and reliability analysis for study variables, and descriptive statistics and Pearson's correlation analysis were performed. A structural model and indirect effects were analyzed to verify the confirmatory factor analysis and research hypotheses using AMOS 22.0. All of the results of the verification of the research hypotheses were adopted. Based on the results of the study, academic implications were drawn. Through the research results on the relationship between the image of a country perceived by tourists and the image of a tourist destination, the attitude of a country brand and revisit intention, the results of a study on the relationship between foreign medical tourists It can be seen that the image of the country and tourist destination has a positive effect on the revisit of foreign medical tourists.

현재 의료관광은 신 성장 동력으로 여겨지고 있으며 최근 꾸준히 중국인의 관광이 급격히 성장을 하고 있으나 우리나라가 제공하는 의료관광 상품이 아직 중국 의료관광객에게 충분히 부응하지 못하는 측면이 있다. 이러한 해법을 중국인의 의료관광구매의도에 관한 연구에서 찾고자 한다. 여기에 지속적으로 한류 성장세를 유지하고 있는 한류에 대한 관여정도가 의료관광구매의도에 영향을 미치는지 확인한다. 이를 위해 7가지 가설이 설정되었고 가설검증을 위해 설문을 통한 실증분석을 실시하였다. 실증분석을 위해 SPSS 18.0프로그램과 AMOS프로그램을 활용하였고 설정된 가설은 부분 채택되었다. 가설검증결과 한류에 대한 관여도는 의료관광 구매의도에 영향이 미침을 확인하였다.

The purpose of this study was to present the implications for the future of medical tourism product development and future direction by looking at the degree of interest and importance of preferences, purchase of Korean medical tourism for the Chinese local Chinese. The results of this study are as follows. First of all, had a positive impact on the trust relationship of trust and influence on medical service quality expectations and involvement Korean dramas. Second, the involvement and influence relationships with Korean dramas tourism services related to the expected impact of trust and quality of medical service quality expectations and cold K－POP involvement showed that the relationship does not have a positive impact. Third, the Korean drama involvement with tourism service quality expectations, the expected quality of the medical services of the relationship between trust and help purchase medical tourism has had a positive impact. Fourth, Korean K－POP involvement and tourism services that do not expect quality was found to have a positive impact. Determine the degree of medical tourism purchased in accordance with the preferences of the interest of the Chinese and Korean, it is necessary to establish specific than the medical tourism development strategy.

본 연구는 방한 외국인 관광객들을 대상으로 한국에 대해 가지고 있는 국가이미지가 관광지 인지적 및 정서적 이미지와 의료관광 이미지에 미치는 영향과, 인지적 및 정서적 이미지가 의료관광 이미지에 미치는 영향 관계를 연구하였다. 본 연구는 2차 확인요인분석을 실시하였는데, 국가이미지는 3개의 요인(안정성, 환경, 복지), 관광지 인지적 이미지는 3개의 요인(관광자원, 비용, 편의시설), 관광지 정서적 이미지는 2개의 요인(분위기, 매력성)이 도출되었다. 분석 결과 국가이미지는 각각 관광지 인지적 이미지와 관광지 정서적 이미지에 영향을 미쳤으며, 국가이미지와 의료관광 이미지 간의 관계는 유의하지 않은 것으로 나타났다. 또한, 관광지 인지적 이미지는 의료관광 이미지에 부(-)의 방향으로 영향을 미친 것으로 나타났고, 관광지 정서적 이미지는 의료관광 이미지에 영향을 미치지 않은 것으로 나타났다. 이러한 결과에 의거하여, 한국의 의료관광 이미지는 근본적으로 혁신이 필요하다고 하겠다. 비록 아사아권을 포함하는 일부 관광 출발국에서는 한국의 의료관광에 대해 긍정적으로 보고 있으나, 구미 등에서는 한국의 의료관광 이미지가 부정적인 것으로 나타났다. 앞으로의 의료관광은 고급의료기술에 의거한 의료관광을 실현할 수 있도록 노력하는 것이 필요하다.

This study aims to investigate effect of Korea's national image on cognitive and emotional image as tourist destination and medical tourism image with perception of foreign tourists. This study also investigates the causal relationship between cognitive and emotional image as tourist destination and medical tourism image. This study used the 2nd confirmatory factor analysis. Korea's national image consists of three factors(safety, environment, welfare) and Korea's cognitive image as tourist destination, consists of three factors(tourism resource, cost, amenities) and emotional image, two factors(atmosphere, attractiveness). The research findings were as follows. Firstly, Korea's national image influenced its cognitive and emotional image, but it didn't influence its medical tourism image. However, Korea's national image influenced its medical image at the significance level of .1. Secondly, Korea's cognitive image as tourist destination influenced its medical tourism image negatively. Thirdly, Korea's emotional image didn't influence its medical tourism image. Based on these findings, Korea's medical tourism needs innovation. Countries of Asia regards Korea as having good medical tourism, but other countries of other continents see Korea as having poor medical tourism. From now on, Korea needs to setup medical tourism based on high medical skills.

The Gyeongju district, selected as the subject of this research possesses not only eternal resources for historic and cultural tourism, but also gifted resources for ecosystem natural tourism. However, it has fallen into a stagnated tourism site with gradually decreasing tourists due to lack of differentiated strategy aimed at rapidly changing tourism , as described before. Moreover, based on the results of the medical tourism analysis, this paper discusses strategic solutions to activate overall silver tourism, search for the evaluation and Responsiveness of developing silver tourism activation, and then proposes the conclusions as following by judging that finding out this paper's limits is important. Therefore, based on the results of the impact degree and policy segmentation evaluation, this paper discusses strategic solutions to activate overall silver tourism, search for the validity and possibility of developing silver tourism industry, and then proposes the conclusions as following by judging that finding out this paper's limits is important.