의료관광 참여에 따른 시장세분화 전략

Abstract

The medical tourism industry that is representative of the highly valued industries of the 21st century is accelerating, along with the growth of the global medical tourism market. Correspondingly, in Korea, the invigoration of medical tourism is being actively supported alongside the revision of medical law and the strengthening of industrial competitiveness. In Korea, the medical technique and services are competitive; however, it has been discussed that the marketing strategies are weak compared to the advancements in these areas. This study aims to materialize the optimal strategies to approach the medical tourism industry through: the segmentation of the medical tourism market according to the service participating-form; the analysis of group-specific characteristics; and the investigation of the differences of each specific group - in order to apply differently the strategies of the classified groups.