Attributes of medical tourism destination brands: case study of the Korean medical tourism market

Abstract

This study explores Korea’s attributes of medical tourism destination brands in the medical tourism market and examines its impact on customer engagement, trust, and revisit intention. The role of the attributes in shaping the intentions of medical tourists is also examined. In this study, both qualitative and quantitative approaches were used to create and verify five attributes. Structural equation modeling showed that the relationships between the proposed variables have a significant effect. This study, using the Korean market as a case study, provides valuable insight into the process of forming tourists’ intentions and encouraging them to repeat business.