Analyzing the impact of relative push and pull factors on inbound medical tourism in South Korea: focused on BCG matrix applied segment group characteristics

ABSTRACT

This study is designed to investigate the effect of the relative difference of the push and pull factors between South Korea and medical tourists’ home country using negative binomial regression based on the panel data from 2006 to 2016. ANOVA has tested to explore the characteristics of submarket, classified by the BCG matrix using the market share and the market growth rate during a period. The results show that medical tourism demand is affected by the relative differences in medical quality, cost, and institutional quality, and the factors affecting inbound medical tourism demand of South Korea are different for each market.

KEYWORDS:

• Inbound medical tourism marketing
• push–pull factors
• relative medical quality difference
• relative medical cost difference
• relative institutional quality difference
• market classification

Disclosure statement

No potential conflict of interest was reported by the author(s).