The structural relationships between Korea brand image through Korean wave contents BPL and medical tourism related image

Purpose Medical tourism is growing rapidly in the recent years in various Asian countries. The success of the hospitals engaged in medical tourism largely depends on their abilities in maintaining the repeating customers and to attract new customers. Hence, the purpose of this study is to examine the impacts of word-of-mouth and social media on hospital brand image. It also attempts to examine the relationships between brand image, perceived service quality, patient satisfaction and behavioral intention. Design/methodology/approach A questionnaire survey was used to collect data from 386 medical tourists to test the proposed model. All the measurement scales adopted in this study were adapted from the existing literature. The data collected in this study were analyzed using both SPSS and structural equation modeling approach via AMOS. Findings The findings from the structural analysis indicated that both word-of-mouth and hospital-generated social media have a significant impact on brand image. Hospital brand image positively influences medical tourists’ perception of service quality, and their perceived service quality is significantly related to their satisfaction, which in turn, leads to their behavioral intention. Originality/value This study is one of the few studies that considers the importance of hospital’s brand image in influencing medical tourists’ perceptions on the quality of healthcare services that they experienced during their medical trips. This research study also raises the significance of word-of-mouth communication and social media that influence hospitals’ brand image, which has been neglected by many studies.

Download Full-text

The effects of Korean wave culture contents involvement and individual values on medical tourism trust : Focus on Chinese students studying in Chinese university

International Journal of Tourism and Hospitality Research ◽

10.21298/ijthr.2017.08.31.8.51 ◽

2017 ◽

Vol 31 (8) ◽

pp. 51-63

Author(s):

Ryeo-Jung Lee ◽

Byung-Woong Chung

Keyword(s):

Medical Tourism ◽

Chinese Students ◽

Individual Values ◽

Korean Wave ◽

Chinese University

Download Full-text

A Study of Brand Image, Perceived Service Quality, Patient Satisfaction and Behavioral Intention among the Medical Tourists

GATR Global Journal of Business Social Sciences Review - GATR Global Journal of Business and Social Science Review (GJBSSR) Vol.7(1) Jan-Mar 2019 ◽

10.35609/gjbssr.2014.2.2(4) ◽

2014 ◽

Vol 2 (2) ◽

pp. 32-43

Author(s):

Cham Tat Huei ◽

Lim Yet Mee ◽

Aik Nai Chiek

Keyword(s):

Patient Satisfaction ◽

Service Quality ◽

Behavioral Intention ◽

Medical Tourism ◽

Brand Image ◽

Empirical Studies ◽

Positive Influence ◽

Behavioural Intention ◽

Perceived Service Quality ◽

Quota Sampling

Objective- –This paper aims to examine the importance of brand image, and its impact on hospital service quality as perceived by the medical tourists. Moreover, this paper also evaluates the interrelationships among perceived service quality, patient satisfaction, and behavioural intention. Methodology/Technique – Based on quota sampling method, a questionnaire survey was used to collect data from 400 medical tourists to test the hypothesized relationships in this study. This paper contributes to the understanding about the importance of food allergy awareness among public. Findings – The findings from this study indicate that brand image has a significant positive influence on perceived service quality; and brand image is significantly and positively related to medical tourists' behavioural intention (i.e., their revisit intention). The findings also show that level of satisfaction partially mediates the relationship between service quality and behavioural intention among medical tourists. Novelty – This study is one of the very few empirical studies that examine the importance of brand image in the context of medical tourism. Moreover, this study is also one of the few studies that addressed patient satisfaction as a mediator in the healthcare context. Type of Paper Empirical Keywords: Brand Image, Service Quality, Patient Satisfaction, Behavioral Intention, Medical Tourism

Download Full-text

The structural relationships between airline brand identification, brand image, brand relationship quality and brand loyalty

Korean Journal of Hospitality & Tourism ◽

10.24992/kjht.2021.2.30.02.53 ◽

2021 ◽

Vol 30 (2) ◽

pp. 53-73

Author(s):

Hee-kyoung Jung

Keyword(s):

Relationship Quality ◽

Brand Loyalty ◽

Brand Image ◽

Brand Identification ◽

Brand Relationship ◽

Brand Relationship Quality ◽

Structural Relationships

Download Full-text

The Influence of Brand Storytelling Types on the Structural Relationships among Brand Consciousness, Brand Identification, Image Elaboration, Brand Image, Attitude Toward Brand

Advertising Research ◽

10.16914/ar.2016.108.31 ◽

2016 ◽

Vol 108 ◽

pp. 31

Author(s):

Sang Hee Seo

Keyword(s):

Brand Image ◽

Brand Identification ◽

Structural Relationships

Download Full-text

The Effect of Confirmation of Nation Brand Image in International Tourism Advertisement on Travel Intention of Foreign Tourists: The Case of Korean ITA for Chinese Tourists

SAGE Open ◽

10.1177/2158244020988380 ◽

2021 ◽

Vol 11 (1) ◽

pp. 215824402098838

Author(s):

Un-Kon Lee

Keyword(s):

Brand Image ◽

Tourism Industry ◽

Perceived Usefulness ◽

International Tourism ◽

Korean Wave ◽

Valid Data ◽

Chinese Tourists ◽

Nation Brand ◽

The Impact ◽

Adoption Intention

With the rapid growth of the international tourism industry, governments and tourism promotion agencies in various countries challenge to make more attractive international tourism advertisement (ITA) for foreign tourists to visit their countries. However, there may be difference in the degree to which each travel advertisement reflects the nation brand image. In some ITA cases, foreign tourists could not vividly highlight the unique images of the destination countries. Few studies have empirically validated the impact of confirmation of nation brand image in ITA on the tourist’s responses. This study challenged to empirically examine how the fit between the ITA contents and nation brand image affects the travel intentions of foreign tourists. I developed my research model based on the literature of country image, brand advertisement fit model, and expectation confirmation theory. I conducted the quasi-experiment by using 4 examples of ITA which reflect 4 unique images of Korea (i.e. K-Food, Korean wave, shopping, hot place) compared with other countries. Totally 276 valid data were collected and analyzed using the partial least squares (PLS) algorithm. The results indicate that confirmation of nation brand image in ITA significantly increase perceived usefulness, perceived enjoyment. These changes could increase tourist’s satisfaction, ITA adoption intention, destination visit intention, and E-word of mouth intention. The findings of this study could contribute to identify the impacts on the nation brand image in ITA and could provide practical lessons on how to make more persuasive ITA.

Download Full-text