중요도-성취도 분석을 이용한 의료관광 활성화 방안

Abstract

The purpose of study is to suggest strategies to activate medical tourism in Korea by using IPA. A total of 118 valid questionnaires were collected from medical tourism experts and analyzed by using paired sample t-test to test four null hypotheses, and IPA to find strategies to activate medical tourism in Korea. There were significant differences between means of importances and performances on 4 dimensions (medical tourism supporting policies, medical tourism products, medical tourism infra, medical tourism marketing) and 45 attributes. The most important attribute in medical tourism was ‘trust on the medical service’, followed by ‘supporting policies by central government’, ‘possession of high medical technology‘, ‘communication skills,’ and so on. It is strongly suggested that most efforts should be concentrated to ‘improving medical tourism system’, ‘supporting policies to develop medical tourism products’, ‘connecting with accommodation facilities’, ‘connecting with medical tourism products’, ‘service expenditure after medical service’, ‘communication skills’ for activating medical tourism in Korea. Efforts on ‘competitiveness of tourism expenses’ and ‘possession of first-class medical center’ should also be transferred to the attributes in ‘concentrate here’ quadrant which were mentioned above.