Analysis of Factors Influencing Vietnamese Consumers’ Intention to Choose Korean Medical Tourism Service

Key Points

• This research aims to analyze factors influencing Vietnamese consumers' intention to select Korean medical tourism services.
• Comprehensive literature review to identify independent variables.
• Identification of country image, medical image, reference groups, and online word-of-mouth as key factors.
• Development of a research model grounded in the theory of planned behavior.
• Online survey conducted targeting users of Vietnamese SNS platforms related to Korean medical tourism with a sample of 548 respondents.
• Statistical analysis to evaluate the relationship between identified factors and intention to choose medical tourism.
• Korean country image positively influences medical tourism intention.
• Korean medical image significantly affects consumers' choices.
• Reference groups have a positive impact on intention to select Korean medical services.
• Online word-of-mouth substantially influences intention positively.

Abstract