의료관광 정보원천이 메디컬호텔의 지각된 혜택, 신뢰, 감정적브랜드 애착 및 옹호적인 태도에 미치는 영향

Abstract

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.