중국인의 의료관광 선택 동기에 의한 시장세분화연구

• 영문명: Medical Tourism Market Segmentation by Choice Motivation of Medical Tourists in China: A Two-step Cluster Analysis Applied
• 발행기관: 한국관광학회
• 저자명: 차재빈 이훈영
• 간행물 정보: 『관광학연구』제38권 제9호, 291~314쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.11.30

영문 초록

Applied 2-step cluster analysis, this study segmented and identified the market of Chinese potential tourists by continuous variables of choice motivation (push-pull factors) of medical tourism and by categorical variables of demographic features and behavioral features of medical tourism. The study, then, attempted to suggest some implications of strategic marketing for segmented markets to boost medical tourism. The target of the survey was potential medical tourists living in China and who were waiting in Airports of Beijing and Guangzhou to depart for overseas tours. As a result of the empirical analysis, 3 clusters were drawn using 2-step cluster analysis. The difference of the clusters on choice motivation of medical tourism showed to be significant in all choice motivation of medical tourism except for the medical factor among push factors. In the conclusion, the study presented major results of the study, the implications, limitation of the study, as well as the tasks for future studies.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 실증분석결과

V. 결론

참고문헌

키워드

의료관광 선택 동기 시장세분화 2단계 군집분석 Medical tourism Choice motivation Market segmentation 2-Step cluster analysis