South Korea's Medical Tourism Destination Brand Personality and the Influence of Personal Values |
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Authors: | Michael Guiry David G Vequist IV |
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Institution: | 1. H-E-B School of Business &2. Administration, University of the Incarnate Word, 4301 Broadway, CPO #109, San Antonio, Texas 78209, USAguiry@uiwtx.edu;4. Center for Medical Tourism Research, University of the Incarnate Word, 4301 Broadway, CPO #460, San Antonio, Texas 78209, USA |
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Abstract: | Adopting Aaker's brand personality scale, this study aimed to determine South Korea's medical tourism destination personality. Based on a survey of US consumers, the results indicate that South Korea's medical tourism destination personality comprised three dimensions: sincerity, competence, and ruggedness. Furthermore, sincerity and competence positively influenced consumers' willingness to travel to South Korea for medical care. This study also found that personal values, in particular excitement, self-respect, sense of belonging, and being well respected, were significant positive predictors of South Korea's medical tourism destination personality. Marketing implications of the findings are discussed, and suggestions for future research are offered. This study serves as a starting point for further research on medical tourism destination brand personality. |
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Keywords: | medical tourism brand personality destination personality personal values South Korea |
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