发达国家人口社会出现了老龄化现象,医疗服务水平、医疗价格、各类新型疾病等因素导致选择外出医疗旅游的人数每年都在激增。韩国作为亚洲技术较发达的国家,具有较高的医疗水平和相对低廉的医疗价格,特别是在美容、整形和牙科医疗等专业领域有较高的竞争力。近年来到韩国的医疗旅游者人数不断激增,其中中国医疗旅游者占了近30%。本研究选择韩国为医疗旅游目的地,以没有韩国医疗旅游经验的中国潜在旅游者为调查对象进行问卷调查,对获得的689份有效问卷进行了数据分析。分析结果显示,中国潜在旅游者对韩国医疗旅游的感知风险整体较高,除旅游绩效风险因子外,其余5个因子——医疗绩效风险因子、医疗财务风险因子、旅游健康风险因子、旅游财务风险因子和医疗心理风险因子均对医疗旅游期待产生显著性负向影响,特别是医疗绩效的风险感知最为敏感。站在潜在旅游者的立场,如果能确保高水准的韩国医疗服务水平,就能最小化顾客风险感知,提升潜在旅游者对医疗旅游的期待价值。
<<In recent years,the number of medical tourists to Korea has been increasing rapidly,of which Chinese medical tourists account for nearly 30%. This study chooses South Korea as a medical tourism destination,and takes Chinese potential tourists without Korean medical tourism experience as an example. The data of 689 valid questionnaires are analyzed. The results showed that China potential tourists to Korea Medical Tourism risk perception is higher as a whole,in addition to tourism performance risk factor,the other 5 factors:medical performance risk factors,medical financial risk factors,tourism financial risk factors,tourism and health risk factors and medical risk factors were significant psychological negative influence on medical tourism expectation. The position of potential demand people can minimize customer risk perception and enhance the potential tourists' expectation value for medical tourism if they can ensure high level of Korean medical service level and services.
<<