Effect of Cooperative Activities among Medical Tourism Stakeholders on the Relational Quality, Relational Performance and the Support of Medical Tourism

JIN, Soo-Nam; Yoon Yooshik

doi:10.17086/JTS.2020.44.6.185.209

The purpose of this study is to present an advanced role for stakeholders of medical tourism by developing suitable models for cooperation, establishing theoretical frameworks, and analyzing factors and variables on cooperative activities. The attributes of cooperative activities by type were divided into four dimensions depending on their interdependence, involvement and type of cooperation. A total of 440 valid samples were used in the final analysis. This study suggests that the implementation of the cooperative activities among the stakeholders based on communication, value sharing, and role sharing would lead to an enhancement of the relational quality such as trust, relational immersion and relational satisfaction, as well as the creation of relational performance and the support of medical tourism. This study provides a theoretical basis for the establishment of ecosystem of Korean medical tourism by enhancing its service level and diversifying its products based on the cooperative relationship among the stakeholders. As mediation did not significantly affect the relational quality, it should be noted that mediation one of the cooperative activities to resolve business risks. This study also provide implications that Korean medical tourism can be developed into a large-scale industry by strengthening cooperative activities among the stakeholders, while lowering the access barriers to medical tourism services through the convergence of medical technology and tourism.

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* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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