ScholarWorks@숙명여자대학교

초록

The purpose of this study is to analyze the relationship between selection attributes, satisfaction, and recommendation intention among Chinese female consumers visiting South Korea for medical tourism. An online survey was conducted from January 7 to April 6, 2025, targeting Chinese women who had traveled to South Korea for medical tourism. A total of 357 survey responses were collected for final analysis using the SPSS program. The results are as follows: Firstly, there is a significant positive correlation between overall selection attributes of South Korea medical tourism and satisfaction, with all sub-factors also showing significant positive correlations. Secondly, a significant positive correlation exists between overall selection attributes of South Korea medical tourism and recommendation intention, with all sub-factors similarly correlated. Thirdly, the correlation between satisfaction and recommendation intention confirms a significant positive relationship. Fourthly, within the selection attributes of South Korea medical tourism, higher perceptions of professionalism, service quality, and cost-effectiveness were found to enhance satisfaction levels, with service quality exerting the strongest influence, followed by professionalism and cost-effectiveness. Fifthly, higher perceptions of professionalism, service quality, and cost-effectiveness also increased recommendation intention, again with service quality having the most significant impact, followed by professionalism and cost-effectiveness. Lastly, the greater the satisfaction that Chinese female consumers experienced with Korean medical tourism services, the higher their intention to recommend these services to others. The findings of this study will provide valuable insights for understanding Chinese female consumers visiting South Korea for medical tourism and will assist relevant institutions in formulating better medical tourism policies and improving service offerings.

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