Korean and conventional medicine tourism industry trends as indicated in medical tourism advertisement images: qualitative research using data from medical Korea 2015 |
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| Authors: | Junghyun Lee Tae-Yoon Kim Joon-Shik Shin Jinho Lee Ha-Neul Kim Yoon Jae Lee |
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| Affiliation: | 1. Department of Korean Medicine, School of Korean Medicine, Pusan National University, Yangsan, Republic of Korea;2. Jaseng Hospital of Korean Medicine, Seoul, Republic of Korea;3. Jaseng Spine and Joint Research Institute, Jaseng Medical Foundation, Seoul, Republic of Korea |
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| Abstract: | This study analyzed advertisement images targeting international audiences of South Korean medical facilities (traditional Korean and conventional medicine) participating in Medical Korea 2015 using thematic content analysis. The image categories most often used in conventional medicine were medical procedures, facilities, and staff photos, while those for traditional Korean medicine were medical procedures, staff photos, and images. Conventional medicine consistently presented high SERVQUAL tangibility scores, whereas Korean medicine displayed distinct associations between SERVQUAL categories and image size. Analyses suggested specialty preference by language. These findings may be used to recognize key messages in medical tourism and contribute to its systematic promotion. Abbreviations: KHIDI: Korea health industry development institute; SERVQUAL: service quality |
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| Keywords: | South Korea medical tourism tourism marketing service quality SERVQUAL conventional allopathic medicine traditional Korean medicine advertisement image thematic content analysis |
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