Understanding Medical Tourists in Korea: Cross-Cultural Perceptions of Medical Tourism among Patients from the USA,Russia, Japan,and China

A cross-cultural approach is adopted to examine factors related to perceptions of and attitudes toward medical tourism by American, Russian, Chinese, and Japanese tourists to Korea. Results from a survey with a sample of 883 tourists show that respondents' overall attitudes significantly differ across the four nations. Russian patients hold most positive attitudes, followed by Chinese and Japanese. Major perceptual factors are found to have different effects on overall attitudes among respondents. While travel-related risks are the most influential factor among Russian, Japanese, and Chinese patients, Americans are influenced mostly by health-related risks. American and Japanese attitudes are also affected by cost factor but not by convenience factor. On the other hand, convenience factor significantly affects Russian and Chinese attitudes. Additionally, post-operative risk, access to information, and availability of procedures have different effects across the four nations. Possible explanations and practical implications are discussed in conjunction with the cultural contexts of the four nations.