摘要
以浙江、安徽、江西、江苏、湖北5省为研究对象,进行问卷数据搜集,进而量化实证分析,探讨消费者参加医疗旅游动机、医疗旅游产品内容、医疗旅游异业联盟能力3个变量对消费者购买医疗旅游意愿的影响,并对三者之间的关联性进行研究。研究结果证实:(1)3个变量间皆有显著关联性,医疗旅游动机、医疗旅游产品内容、医疗旅游异业联盟能力对医疗旅游购买意愿皆具有显著正向影响;(2)医疗旅游动机对于医疗旅游购买意愿影响最为显著,医疗旅游产品内容设计影响较低;(3)异业联盟能力对购买意愿影响程度偏高;(4)女性在购买医疗旅游的意愿上大于男性;(5)月收入在3 000～7 000元之间的消费者购买医疗旅游意愿较高。
Medical tourism is becoming a new trend for many countries to develop their tourism industry and economy promotion. Despite the booming of medical tourism in China, few studies pay attention to this new field. The existing researches on medical tourism commonly focus on the definition of medical tourism, the feasibility of medical tourism in particular destinations, and the suggestions for local government and relevant enterprises. According to previous studies, there are three key factors which might affect tourists’ behavior intention, more specifically the purchase intention, towards medical tourism, namely personal motivation, medical tourism product, and horizontal alliance. However, there is a lack of attention on the integrated research in theoretical work. Hence, to better understand customers’ preferences for products related to medical tourism, the aim of this paper is to explore the key antecedents influencing tourists’ purchase intention from internal and external perspectives, and the differences among different types of tourists. The study was conducted in two phases. Phase one was conducted in order to explore the differences among tourists, and phase two to test the relationships of variables. The research object is medical tourism consumers who are taking related project in hospital. Data were collected from five provinces: Zhejiang, Anhui, Jiangxi, Jiangsu and Hubei during July 7 th and 18 th using a three-part questionnaire. A questionnaire was designed with each item in a 5-point Likert scale(1 = strongly disagree, 5 =strongly agree). A total number of 600 people participated in the survey and 526 questionnaires were used in the analysis at the end. We used SPSS20.0 software to analyze the data for the empirical research based on the method of quantitative analysis.By using the methodology of Person correlation, multiple regression analysis, this research confirmed that all the three independent variables(tourists’ motivation, medical tourism product, and horizontal alliance) were ante
作者
陈希
刘佳杰
韩冬
CHEN Xi;LIU Jiajie;HAN Dong(City University of Macao,Macao 999078,China;Hebei Institute of International Business and Economics,Qinhuangdao 066311,China;Inner Mongolia University,Huhhot 010021,China)
出处
《旅游论坛》
2019年第1期35-44,共10页
Tourism Forum
关键词
医疗旅游
异业联盟
购买意愿
medical tourism
horizontal alliance
purchase intention
