한국 의료서비스의 외국인 환자 유치에 관한 연구: 한국 성형외과의 중국인 환자 유치를 중심으로

초록

This study focuses on the effects of hospital characteristics and marketing activities on Chinese cosmetic surgery patient patronage in Korea. Based on 266 Korean hospital patients, this paper primarily investigates the relationships of hospital characteristics and marketing activities on hospital performance which is measured in terms of the number of Chinese patients patronizing Korean cosmetic surgery hospitals. Among hospital characteristics, the age of hospital has an inverted U-shaped relationship with performance. Hospital size also has a significantly positive relationship with performance. Location in Gangnam province and cooperative treatment with other departments have no significant relationships with performance. Regarding marketing activities, some factors such as SNS and mass media affect positively to performance. This study has implications in terms of formulating strategies to further attract Chinese cosmetic surgery patients to come to Korea. On the other hand, some limitations exist and thus, this study suggests future research directions.

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