ABSTRACT

This study explores Korea’s attributes of medical tourism destination brands in the medical tourism market and examines its impact on customer engagement, trust, and revisit intention. The role of the attributes in shaping the intentions of medical tourists is also examined. In this study, both qualitative and quantitative approaches were used to create and verify five attributes. Structural equation modeling showed that the relationships between the proposed variables have a significant effect. This study, using the Korean market as a case study, provides valuable insight into the process of forming tourists’ intentions and encouraging them to repeat business.

中文翻译：

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医疗旅游目的地品牌的属性：以韩国医疗旅游市场为例

摘要

这项研究探讨了韩国医疗旅游目的地品牌在医疗旅游市场中的属性，并考察了其对客户参与度，信任度和回访意向的影响。还检查了属性在塑造医疗游客意图方面的作用。在这项研究中，定性和定量方法都用于创建和验证五个属性。结构方程建模表明，建议变量之间的关系具有显着影响。这项研究以韩国市场为例，对形成游客意图并鼓励他们重复业务的过程提供了宝贵的见解。