문화마케팅을 통한 의료관광 활성화 모형

Medical tourism is a relatively new industry in the country, Korea ranks among the top countries from the aspect of technology such as the level of medical care. However, awareness of medical tourism is low and negative images such as illegal brokers and frequent medical disputes. This research will look into whether the Korean medical tourism industry can be vitalized through culture marketing. First, the research explored the relationship between medical tourism and culture marketing as well as justification for combining the two. An empirical analysis was performed using BPL, awareness, and image variables in order to derive quantitative data. The sample was comprised of 142 university students from Jiāngxī Shěng and the hypothesis was verified using methods such as structure modeling analysis. Results showed a positive relationship between the awareness and image of the Korea brand created through BPL of Korean Wave Culture Contents and that of medical tourism Through these findings, this research presents a medical tourism vitalization model through culture marketing.