项目来源

韩国国家研究基金(NRF)

项目主持人

오익근

项目受资助机构

계명대학교

立项年度

2012

立项时间

未公开

项目编号

2012S1A5A2A01020156

项目级别

国家级

研究期限

未知 / 未知

受资助金额

19300000.00韩元

学科

사회과학

学科代码

未公开

基金类别

학술·인문사회사업-SD-Research-기초연구지원인문사회

关键词

선호도 ; 협력방안 ; 한방의료관광 ; 태도 ; 실버세대 ; 관광산업과 한방의료산업의 협력방안 ; Attitude ; Senior Citizens ; Preference ; Korea's Herbal Medical Tourism ; Collaboration

参与者

未公开

参与机构

未公开

项目标书摘要：Research Summary:Korea is moving toward the aging society.Although this phenomenon would be accepted as a threat which causes lack of labor force and increasing medical costs,from the standpoints of tourism industry the increasing population of the elderly could be considered as an opportunity.The generation has economic affluence and abundant free time,and pursues the quality of life.They actively involve in consumption based on their accumulated capitals and play an important role in socio-economic aspects.Herbal medical tourism market gets a special attention from the elderly.In particular,the reasons lies in their interest in health and need for economic consumption.Thus,a variety of research topics on the areas of social consciousness,orientation,and consumption needs have been investigated and consequently marketing efforts were made for that purpose.A study asserts that Korean herbal medical tourism has a competitive advantages in the global market.Domestically the demand for the herbal medical service numbers 10 million persons.Those who in their 60s are more likely to utilize the service 2.5 times more than those of 20s are.Despite of the growing demand for the service by elderly,the government overlooked the potential of the elderly market,instead the government rather focused on the global market.Therefore,the purpose of this study is to develop new travel products and to improve tourist-receiving environment by enhancing cooperation between the tourism industry and the herbal medical industry.The data was collected from the elderly in Daegu,Gyungju,and Youngchun who have experienced the herbal medical tourism.Herbal clinic in Daegu,K herbal hospital in Gyungju,abd S herbal hospital were selected as herbal medical tourism sites.A number of 600 copies of survey questionnaires was distributed to those who with over age 60 visited the sites.Each site received 200 copies.Finally 563 copies were used for data analysis,recording a response rate of 93.8%.Major questions included interest level in the herbal medical tourism,intent of participation,level of prior knowledge,preference,importance,satisfaction level,and revisit intention.The highlights of the results were as follows:1.The degree of interest in the service and intent of participation by the elderly were high,but their prior knowledge seemed to be low.2.Acupuncture was ranked top in terms of interest areas in herbal medical treatment,whereas forestry bathing ranked the least.In tourism areas,their interests in shopping and convenience of usage of neighboring travel attractions were ranked the highest.However,sports activities such as horsing riding and golf,and transport accessibility received the lowest scores.3.In the areas of herbal medical treatment,the elderly most preferred'herbal treatment'with'dietary cure'the lowest.They preferred the'traditional Hanok experience'with'health sports'as least preferred activity in tourism sector.4.The respondents were asked to select only three items from the lists of importance of herbal medical tourism.'The quality of medical staff','speediness of medical service',and'existence of popular travel attraction'were perceived as the most important ingredients.They were also requested to choose the three most necessary medical services.The'vertebrae(neck,foot,shoulder)pain','lumbar pain(knee,rheumatism)',and'herbal skin esthetic'were recognized as the most needed services.5.Finally,when it came to herbal medical tourism,they associated it with acupuncture,herbal clinic,and herbal medicine above all.In general,the degree of satisfaction with herbal medical tourism was low.Their intent to revisit was average,but the intention to recommend other people remained somewhat high.

Application Abstract: Research Summary:Korea is moving toward the aging society.Although this phenomenon would be accepted as a threat which causes lack of labor force and increasing medical costs,from the standpoints of tourism industry the increasing population of the elderly could be considered as an opportunity.The generation has economic affluence and abundant free time,and pursues the quality of life.They actively involve in consumption based on their accumulated capitals and play an important role in socio-economic aspects.Herbal medical tourism market gets a special attention from the elderly.In particular,the reasons lies in their interest in health and need for economic consumption.Thus,a variety of research topics on the areas of social consciousness,orientation,and consumption needs have been investigated and consequently marketing efforts were made for that purpose.A study asserts that Korean herbal medical tourism has a competitive advantages in the global market.Domestically the demand for the herbal medical service numbers 10 million persons.Those who in their 60s are more likely to utilize the service 2.5 times more than those of 20s are.Despite of the growing demand for the service by elderly,the government overlooked the potential of the elderly market,instead the government rather focused on the global market.Therefore,the purpose of this study is to develop new travel products and to improve tourist-receiving environment by enhancing cooperation between the tourism industry and the herbal medical industry.The data was collected from the elderly in Daegu,Gyungju,and Youngchun who have experienced the herbal medical tourism.Herbal clinic in Daegu,K herbal hospital in Gyungju,abd S herbal hospital were selected as herbal medical tourism sites.A number of 600 copies of survey questionnaires was distributed to those who with over age 60 visited the sites.Each site received 200 copies.Finally 563 copies were used for data analysis,recording a response rate of 93.8%.Major questions included interest level in the herbal medical tourism,intent of participation,level of prior knowledge,preference,importance,satisfaction level,and revisit intention.The highlights of the results were as follows:1.The degree of interest in the service and intent of participation by the elderly were high,but their prior knowledge seemed to be low.2.Acupuncture was ranked top in terms of interest areas in herbal medical treatment,whereas forestry bathing ranked the least.In tourism areas,their interests in shopping and convenience of usage of neighboring travel attractions were ranked the highest.However,sports activities such as horsing riding and golf,and transport accessibility received the lowest scores.3.In the areas of herbal medical treatment,the elderly most preferred'herbal treatment'with'dietary cure'the lowest.They preferred the'traditional Hanok experience'with'health sports'as least preferred activity in tourism sector.4.The respondents were asked to select only three items from the lists of importance of herbal medical tourism.'The quality of medical staff','speediness of medical service',and'existence of popular travel attraction'were perceived as the most important ingredients.They were also requested to choose the three most necessary medical services.The'vertebrae(neck,foot,shoulder)pain','lumbar pain(knee,rheumatism)',and'herbal skin esthetic'were recognized as the most needed services.5.Finally,when it came to herbal medical tourism,they associated it with acupuncture,herbal clinic,and herbal medicine above all.In general,the degree of satisfaction with herbal medical tourism was low.Their intent to revisit was average,but the intention to recommend other people remained somewhat high.