Korean and conventional medicine tourism industry trends as indicated in medical tourism advertisement images: qualitative research using data from medical Korea 2015

被引：2

作者：

Lee, Junghyun ^{[1
]}

Kim, Tae-Yoon ^{[2
]}

Shin, Joon-Shik ^{[2
]}

Lee, Jinho ^{[2
]}

Kim, Ha-Neul ^{[2
]}

Lee, Yoon Jae ^{[3
]}

Kim, Me-riong ^{[3
]}

Ahn, Yong-jun ^{[2
]}

Park, Ki Byung ^{[3
]}

Kim, Kyeong Han ^{[4
]}

Suhr, Kristin ^{[5
]}

Ha, In-Hyuk ^{[3
]}

机构：

[1] Pusan Natl Univ, Sch Korean Med, Dept Korean Med, Yangsan, South Korea

[2] Jaseng Hosp Korean Med, Seoul, South Korea

[3] Jaseng Med Fdn, Jaseng Spine & Joint Res Inst, 3F Jung Il Bldg,538 Gangnam Daero, Seoul, South Korea

[4] Woosuk Univ, Coll Korean Med, Dept Prevent Med, Wanju Gun, South Korea

[5] Emory Univ, Rollins Sch Publ Hlth, Prevent Sci, Atlanta, GA 30322 USA

来源：

ASIA PACIFIC JOURNAL OF TOURISM RESEARCH | 2018年 / 23卷 / 07期

关键词：

South Korea; medical tourism; tourism marketing; service quality; SERVQUAL; conventional allopathic medicine; traditional Korean medicine; advertisement; image; thematic content analysis;

D O I：

10.1080/10941665.2018.1487459

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study analyzed advertisement images targeting international audiences of South Korean medical facilities (traditional Korean and conventional medicine) participating in Medical Korea 2015 using thematic content analysis. The image categories most often used in conventional medicine were medical procedures, facilities, and staff photos, while those for traditional Korean medicine were medical procedures, staff photos, and images. Conventional medicine consistently presented high SERVQUAL tangibility scores, whereas Korean medicine displayed distinct associations between SERVQUAL categories and image size. Analyses suggested specialty preference by language. These findings may be used to recognize key messages in medical tourism and contribute to its systematic promotion.Abbreviations: KHIDI: Korea health industry development institute; SERVQUAL: service quality

引用

页码：703 / 713

页数：11

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