IPA를 이용한 의료관광 마케팅 요인 평가

Abstract

ABSTRACT Analysis of Marketing elements of medical tourism industry based on IPA method

Jeon, Hong Jin Advisor : Prof. Park Jong, M.D. Ph.D Department of Public Health Graduate School of Health Science, Chosun University

Purpose: to analyze marketing elements of medical tourism industry through IPA and discriminate the relative importance and achievement of different aspects of medical tourism; to provide useful information when identifying enterprise priorities in terms of limited human and economic resources

Method: a survey was given out to 300 members of Medical Tourism Association, based on a random sampling method. The survey was carried out from October 1 to October 15 of 2013. Out of 300 questionnaires, 185 of them were collected, and 179 of them were used in final analysis. Gathered data was analyzed through SPSS Window 12.0. Using SPSS program, specific methods of data analysis include: frequency analysis to understand demographic relations; Cronbach’s Alpha to examine the survey’s reliability and validity; and t-test was used to investigate matching samples, which finally led to the completion of IPA matrix.

Results: the findings of average marketing indicators in medical tourism industry in terms of its importance and satisfaction are:

1.The lowest satisfaction rate was shown in one-stop, patient-exclusive counter (includes interpretation and nursing resources), and medical institutions operating on foreign languages. 2. Marketing elements that are perceived to be deficient by workers in medical tourism were 29 out of 50. Among those 29 aspects, 9 of them indicated insufficient advertisement effort of medical tourism. The finding represents what the workers think it is crucial in medical tourism industry that is not successfully reflected on current policies.

Conclusion: Primary factors such as medical products (3.99) and human resources (3.99) were the highest attributes of importance of medical tourism, followed by medical advertisement (3.97), medical institutional process (3.92), location (3,90), physical environment of the institution (3.84), and treatment cost (3.61). The lowest attributes include, parking service (2.51), service discount (2.75), and other additional facilities (parking lot, restaurants and shopping) was 2.79.

According to the survey, the highest marketing factor in medical tourism was medical institution’s interior design which scored as high as 4.12, followed by quality of medical staff and service such as medical examination, treatment, education and research (4.07), and uniform styling and hygiene scored 4.01.

On the other hand, lowest scored factors in customer satisfaction were one-stop patient exclusive counter (2.16), administration and support (2.40) and legal conditions and charge of commission agent (2.45).