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

Abstract

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 travelrelated 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, postoperative 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.

Health Resorts and Multi-Textured Perceptions of International Health Tourists

“…Additionally, medical/wellness attractions, for example, medical and thermal baths, medical caves, climatic resorts, medical gas baths, therapeutic gymnastics etc., will certainly motivate Thai, Indian, and Chinese health tourists to avail health care in a health resort. Hence, a cross-cultural influence is evident from the analysis of this study, and the results are in line with the discussions made by Kang et al [42] and An et al [45].…”

“…Some scholars note the impact of national cultural norms on consumer's behavior in different fields [115][116][117]. In health and medical perspectives, An [45] notes the cultural differences and behaviors of American, Russian, Chinese, and Japanese tourists, interlinking their perceptions of traveling and desired medical and health care treatments. The author documents that the considerations and behavior of tourists towards their health risk, travel risk, costs, and convenience widely differs across different nations due to their distinct cultural values.…”

“…There were three major sections in the survey questionnaire: a health resort's description, study variables' queries, and questions to gather demographic information. Validated measures were adopted considering various studies, that is, affordability measures were adopted from Iajevardi [6], Lee, Han, and Lockyer [67],and Wang [101]; risk-level measures were adopted from Leahy [77], Bies and Zacharia [78], Khan, Chelliah, and Haron [81], Rimal [82], Mawby et al [83], Law [121], and Sönmez andGraefe [122]; medical facilities measures were adapted from Reddy et al [10], Lee, Han, and Lockyer [67], Wang [101], and Safavi [123]; sustainable tourism measures were taken from Heung and Kucukusta [17], Zhang et al [19], Han, Lee, and Hwang [69], and Mawby et al [83]; validated measures for expectations were adopted by considering the studies of Reddy et al [10], Shabbir, Kaufmann, and Shehzad [87], Safavi [123]; validated measures for behavioral intentions were borrowed from Reddy et al [10], Wang [101], and Francis et al [105]; and validated measures for culture were borrowed from Crotts and Pizam [43], An [45], and Lee and Lee [120]. However, all of the adapted measures were slightly adjusted according to the nature of the present study.…”

“…Scholars generally agree that cultural differences may influence tourists'/travelers' behavioral intentions [42][43][44]. However, such cultural implications are complicated to determine, even though they are considered important by the tourism stakeholders in order to define appropriate strategies for delivering satisfied tourism experiences to international tourists/travelers by meeting their expectations [42,45]. From this perspective, it is important to note that culture has its own role in determining international tourists'/travelers' behavioral intentions for their health and wellness treatment while traveling globally.…”

Relationships between the motivation of medical tourists and the quality of medical services

“…Market growth can be attributed to factors such as technologically advanced treatments and medical procedures, plastic/cosmetic surgery, competitive medical practitioners and medical facilities, affordable medical costs, and strong government support and initiatives (Korea Tourism Organization, 2018). To expand this level of business, there is a growing need for in‐depth empirical research on medical tourism and the quality of medical services (An, 2014; Asan & Emeksiz, 2018; Choi, Lee, & Kim, 2015; Lovelock, Lovelock, & Lyons, 2018). Specifically, there is a need to understand what motivates medical tourists to decide to travel overseas to obtain medical treatment, and what quality of medical services they think are important (Cooper, Vafadari, & Hieda, 2015; Enderwick & Nagar, 2011; Kim & Lee, 2019; Wongkit & McKercher, 2013; Yu, Lee, & Noh, 2011).…”