ABSTRACT

This study proposes that storytelling by medical tourism agents can be classified according to story and telling. Authenticity and educability are the key story attributes, while enjoyability, descriptiveness, and emotionality are the key telling attributes. A survey of 514 international tourists who visited South Korea mainly for medical purposes statistically validated these attributes and explored their impact on the trust and behavioral intention of medical tourists. The results show that the attributes of the story had less effect than the attributes of telling on increasing trust in medical tourists, and the degree of trust in turn positively predicted behavioral intention.

摘要

这项研究提出，医疗旅游代理商的讲故事可以根据故事和讲故事进行分类。真实性和可教育性是故事的关键属性，而愉悦性，描述性和情感性是关键的讲述属性。一项针对514位主要出于医疗目的访问韩国的国际游客的调查在统计上验证了这些属性，并探讨了它们对医疗游客的信任和行为意图的影响。结果表明，故事的属性比讲述对医疗游客增加信任的属性的影响要小，而信任的程度反过来又可以积极地预测行为意图。