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Market Segmentation by Motivation for Attending Medical Tourism in Korea: Potential Tourism Consumer in Taiwan

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2011, 35(5), pp.299-317
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

박성희 1 Mi-Kyung Kim 2

1대구대학교
2대구가톨릭대학교

Accredited

ABSTRACT

Medical tourism provides tourism activities as well as medical services to people who travel overseas for medical treatment or health care. This study explored motivations of Taiwanese tourism consumers for potential medical tourism in Korea. Data were collected through an online survey from 430 YouthWant.com members in Taiwan. Factor and cluster analyses were employed to identify and profile market segments based on their motivations for attending medical tourism in Korea. A principal component analysis revealed five motivational factors, and a K-mean cluster analysis identified four distinct tourism consumer segments. The results showed a robust profile of their characteristics and behaviors for marketing purposes. Segmenting the Taiwanese based on their motivations could assist medical tourism organizers in Korea in developing and implementing effective promotional and marketing strategies.

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