The medical tourism industry has been growing rapidly in recent years as governments seek new sectors for sustainable growth. The increase in medical tourism and cooperation in the health and medical sector may be a path to improving relationships between countries. As a result of globalization, international tourism has been growing faster than any other time in the past. The growth of international tourism is being regarded as a contributor to the development of the economy, social cooperation, politics, and cultural relations. This paper suggests that developing medical tourism may act as a basis for increasing tourism in general, thereby enhancing cultural exchanges and improving the relationship between South Korea (Republic of Korea) and the United Arab Emirates (UAE), especially by establishing a new cooperative relationship in the health and medical field. This paper focuses on the functions of medical tourism in the past and its potential in the future, which may play a significant role in the relationship between South Korea and the UAE, particularly its influence on South Korea’s policies of cooperation with the UAE in the field of health and medical services.

This study analyzed the relationships between utilitarian value, hedonic value, intention to use an airline’s social networking service (SNS) hashtag, electronic word of mouth (eWOM), and brand loyalty. A research survey consisting of 220 samples was conducted with respondents who had experience using airline SNS hashtags. Finally, 204 answers were analyzed after excluding 16 unreliable answers. The results show that utilitarian value significantly influenced the intention to use hashtags, while hedonic value, intention to use, and eWOM had no significant effect on brand loyalty. Moreover, the correlation between utilitarian value and intention to use indicated that hashtags had a meaningful impact. However, hedonic value, intention to use, and eWOM were relatively inconsequential. This research ascertained behavioral intention based on previous studies of the theory of perceived value (utilitarian value and hedonic value) and the relationships between each variable. In addition, by analyzing the behavioral intention of customers from an airline perspective, it contributes to a more effective marketing strategy based on social curation. Thus, this research facilitates practical applications by finding a method to improve airline customers’ SNS activity and involving the brand loyalty of its customers.

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This study was conducted to empirically investigate the effects of intrinsic and extrinsic motivation on job satisfaction perceived by married female flight attendants after reinstatement, the effect of job satisfaction on service performance after reinstatement, and the moderating effect of the marriage period on the relationship between intrinsic and extrinsic motivation. A questionnaire survey was conducted to collate data from 248 married female flight attendants who had been reinstated after parental leave. The data was analyzed quantitatively, and the main results and implications of this study were as follows. First, intrinsic motivation related to job, aptitude significantly affected job satisfaction, whereas self-realization did not. Second, extrinsic motivation, lay over, salary, and external recognition had significant positive effects on job satisfaction, while welfare did not affect job satisfaction. Third, job satisfaction perceived by married female flight attendants had a significant effect on their service performance after reinstatement. This demonstrates that there is a need to support married women to induce high job satisfaction and for them to reach a level of service performance similar to or better than before they took leave. Fourth, an analysis of the moderating effect of the marriage period on the relationship between intrinsic and extrinsic motivation demonstrated that the marriage period only significantly moderated the relationship between salary and job satisfaction. The study is related to the quality of life and subjective well-being including mental health of service workers in tourism and hospitality. The results of this study can be widely used as reference materials for successful reinstatement, job re-adjustment, job satisfaction, and commitment of all married female employees, especially flight attendants.