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

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2020, 44(6), pp.185-209
  • DOI : 10.17086/JTS.2020.44.6.185.209
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : March 12, 2020
  • Accepted : August 12, 2020
  • Published : September 1, 2020

JIN, Soo-Nam 1 Yoon, Yoo shik 2

1경희대학교
2경희대학교 컨벤션전시경영학과

Excellent Accredited

ABSTRACT

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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