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Applying the Modified Health Belief Model (HBM) to Korean Medical Tourism

Author

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  • Hyun-Jeong Ban

    (School of Hospitality and Tourism Management, Kyungsung University, 309 Suyoungro, Nam-Gu, Busan 48434, Korea)

  • Hak-Seon Kim

    (School of Hospitality and Tourism Management, Kyungsung University, 309 Suyoungro, Nam-Gu, Busan 48434, Korea)

Abstract

The purpose of this study is to investigate how foreigners’ health beliefs influence their visiting intentions to Korean medical tourism. This study used an online survey engine (docs.google.com/forms) to collect data from foreigners who are from India, Nepal, Bangladesh, Vietnam, and Mongolia, who are potential Korean medical tourists. Out of 213 questionnaires collected, 200 questionnaires (93.9%) were used for the statistical analysis. The Confirmatory factor analysis (CFA) revealed that six dimensions, “Experience”, “Susceptibility”, “Severity”, “Barrier”, “Benefit”, and “Visiting Intention”, had construct validity; Cronbach’s alpha coefficient was tested for item reliability. It is expected that four variables in the health belief model (HBM) that are determined by objective and logical thinking processes will affect the choice of Korean medical tourism. The results showed that Susceptibility, Severity, Barrier, and Benefit had significant effects on Visiting Intention and was a valid measurement to determine “Visiting Intention”.

Suggested Citation

  • Hyun-Jeong Ban & Hak-Seon Kim, 2020. "Applying the Modified Health Belief Model (HBM) to Korean Medical Tourism," IJERPH, MDPI, vol. 17(10), pages 1-13, May.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:10:p:3646-:d:361577
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    References listed on IDEAS

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    1. Soojung Kim & Charles Arcodia & Insin Kim, 2019. "Critical Success Factors of Medical Tourism: The Case of South Korea," IJERPH, MDPI, vol. 16(24), pages 1-15, December.
    2. Han, Heesup & Hyun, Sunghyup Sean, 2015. "Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness," Tourism Management, Elsevier, vol. 46(C), pages 20-29.
    3. Hyun-Jeong Ban & Hak-Seon Kim, 2019. "Understanding Customer Experience and Satisfaction through Airline Passengers’ Online Review," Sustainability, MDPI, vol. 11(15), pages 1-17, July.
    4. Fetscherin, Marc & Stephano, Renee-Marie, 2016. "The medical tourism index: Scale development and validation," Tourism Management, Elsevier, vol. 52(C), pages 539-556.
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    Cited by:

    1. Beladi, Hamid & Chao, Chi-Chur & Ee, Mong Shan & Hollas, Daniel, 2023. "Welfare-improving policy on medical tourism and labor productivity: A theoretical analysis," Economic Systems, Elsevier, vol. 47(1).
    2. Yang Zhou & Ligang Liu & Sanghyun Han & Xiao Sun, 2023. "Comparative analysis of the behavioral intention of potential wellness tourists in China and South Korea," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    3. Hye-Ryoung Kim & Hwa-Mi Yang, 2020. "Facilitators and Inhibitors of Lifestyle Modification and Maintenance of KOREAN Postmenopausal Women: Revealing Conversations from FOCUS Group Interview," IJERPH, MDPI, vol. 17(21), pages 1-20, November.
    4. Kai Xin Tay & Jennifer Kim Lian Chan, 2023. "Travel Confidence Reviving Tourism Industry: Is the Vaccination a Solution?," Sustainability, MDPI, vol. 15(5), pages 1-15, March.

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