ABSTRACT

Purpose – This research approaches to the new niche market of medical tourism to investigate how factors of cultural similarity influence the international distribution management. This study also estimates the interaction effects of distribution channel on the relationships of facility attributes and customers’ destination choice behavior. Research design, data, and methodology - We collected the sample of 881 potential customers from the more economically developed regions in China. Regression analysis is used to confirm the relationships in the research model. Results - The result shows that cultural similarity plays an important moderating role in the relationships of facility attributes and destination choice intention. For instance, power distance and masculinity interact with the distribution facility characteristics of medical quality and reputation to influence customers’ selection of the destination country. Individualism, powder distance, and masculinity play moderating roles when social environment affects destination choice intention. Especially, all the elements of cultural similarity moderate the relationships between travel cost and destination choice intention. This research also proves that depending on distribution channel, determinants of distribution facility are the critical predictors of intention to select the medical service outside of China. Conclusions - The study enables managers to develop the more effective strategies reflecting the interaction effects of cultural similarity and distribution channel on customers’ decision-making process.

KEYWORD

Cultural Similarity, Facility Attributes, Distribution Channel, Destination Choice Intention, Distribution Management.

REFERENCES(45)open

  1. [jounal] Babakus, E. / 1992 / Adapting the SERVQUAL scale to hospital services : An empirical investigation / Health Services Research 26 (6) : 767 ~ 786

  2. [jounal] Choi, K. S. / 2004 / The relationships among quality, value, satisfaction and behavioral intention in health care provider choice : A South Korea study / Journal of Business Research 57 (8) : 913 ~ 921

  3. [jounal] Connell, J. / 2006 / Medical tourism : Sea, sun, sand …surgery / Tourism Management 27 (6) : 1093 ~ 1100

  4. [jounal] Connell, J. / 2013 / Contemporary medical tourism : Conceptualization, culture and commodification / Tourism Management 34 : 1 ~ 13

  5. [jounal] Cronch, G. I. / 2011 / Destination competitiveness : An analysis of determinant attributes / Journal of Travel Research 50 (1) : 27 ~ 45

  6. [jounal] Crouch, G. I. / 1999 / Tourism, competitiveness, and societal prosperity / Journal of Business Research 44 (3) : 137 ~ 152

  7. [jounal] Omkar Dastane / 2016 / Korean Expatriates Adjustments and Job Satisfaction in Malaysia: Analysis of Corporate Cultural Asymmetry / 산경연구논집 7 (4) : 33 ~ 45

  8. [book] Fishbein, M. / 2010 / Predicting and changing behavior: The reasoned action approach / Psychology Press

  9. [jounal] Gearing, C. E. / 1974 / Establishing a measure of touristic attractiveness / Journal of Travel Research 12 (4) : 1 ~ 8

  10. [jounal] Glions, I. A. / 2010 / A typology of cross-border patient mobility / Health & Place 16 : 1145 ~ 1155

  11. [jounal] Gooding, S. K. S. / 2000 / Quality, sacrifice, and value in hospital choice: A comparative study of rural and suburban consumer perspectives / Journal of Hospital Marketing 13 (2) : 23 ~ 42

  12. [book] Hair, J. F. Jr. / 2006 / Multivariate data analysis / Pearson Education

  13. [jounal] Herbig, P. / 1993 / The relationship of reputation and credibility to brand success / Journal of Consumer Marketing 10 (3) : 18 ~ 24

  14. [jounal] Heung, V. C. S. / 2010 / A conceptual model of medical tourism : Implications for future research / Journal of Travel & Tourism Marketing 27 (3) : 236 ~ 251

  15. [book] Hofstede, G. / 1980 / Culture consequences: International differences in word-related value / Sage

  16. [jounal] Hofstede, G. / 1984 / Cultural dimensions in management and planning / Asia Pacific Journal of Management : 81 ~ 99

  17. [jounal] Roozbeh Hojabri / 2014 / Knowledge Management in an Iranian Health organization: Investigation of Critical Success Factors / 산경연구논집 5 (4) : 31 ~ 42

  18. [jounal] Hu, Y. / 1993 / Measuring destination attractiveness : A contextual approach / Journal of Travel Research 32 (2) : 25 ~ 34

  19. [web] Juwai / Top 8 outbound medical tourism hotspots for China’s affluent

  20. [jounal] Kaiser, H. F. / 1974 / An index of factorial simplicity / Psychometrika 39 (1) : 31 ~ 36

  21. [jounal] Keller, K. L. / 2006 / Brand and branding : Research findings and future priorities / Marketing Science 25 (6) : 740 ~ 759

  22. [jounal] Lu L. T. / 2007 / The effect of cultural similarity on international joint ventures : An empirical study / International Journal of Management 24 (2) : 230 ~ 241

  23. [jounal] Kim, H. / 1998 / Perceived attractiveness of Korean destinations / Annals of Tourism Research 25 (2) : 340 ~ 361

  24. [jounal] Kozak, M. / 1998 / Benchmarking : Destination attractiveness and small hospitality business performance / International Journal of Contemporary Hospitality Management 10 (5) : 184 ~ 188

  25. [jounal] Lam, S. S. K. / 1997 / SERVQUAL : A tool for measuring patients’ opinions of hospital service quality in Hong Kong / Total Quality Management 8 (4) : 145 ~ 152

  26. [jounal] Lyon, T. P. / 1999 / Quality competition, insurance, and consumer choice in health care markets / Journal of Economics & Management Strategy 8 (4) : 545 ~ 580

  27. [jounal] Ma, F. / 2012 / Does cultural similarity matter? Extending the animosity model from a new perspective / Journal of Consumer Marketing 29 (5) : 319 ~ 332

  28. [jounal] Markus, H. / 1991 / Culture and the Self : Implications for cognition, emotion, and motivation / Psychological Review 98 (2) : 224 ~ 253

  29. [jounal] Matzler, K. / 2016 / Brand personality and culture : The role of cultural differences on the impact of brand personality perceptions on tourists’visit intentions / Tourism Management 52 : 507 ~ 520

  30. [web] Meesak, D. / Report: Chinese medical tourism grows by 500 percent in 2016

  31. [jounal] Miller L / 2006 / Patient choice in the NHS : How critical are facilities services in influencing patient choice? / Facilities 24 (9/10) : 354 ~ 364

  32. [jounal] Gilbert A. / 1979 / A paradigm for developing better measures of marketing constructs / Journal of Marketing Research 16 : 64 ~ 73

  33. [jounal] Parasuraman, A. / 1985 / A conceptual model of service quality and its implications for future research / Journal of Marketing 49 (4) : 41 ~ 50

  34. [jounal] Parasuraman, A. / 1988 / SERVQUAL : A multiple item scale for measuring consumer perceptions of service quality / Journal of Retailing 64 (1) : 12 ~ 37

  35. [jounal] Polsa, P. / 2013 / Cultural values and health service quality in China / International Journal of Health Care Quality Assurance 26 (1) : 55 ~ 73

  36. [jounal] Rajasekhara Mouly Potluri / 2014 / A Treatise on the Cross-Cultural Analysis of Indian Consumers’ Conspicuous Consumption of Veblen Products / 산경연구논집 5 (3) : 35 ~ 43

  37. [jounal] Smith, P. C. / 2007 / Global outsourcing of healthcare : A medical tourism decision model / Journal of Information Technology Case and Application Research 9 (3) : 19 ~ 30

  38. [jounal] Sobo, E. J. / 2009 / Medical travel : What it means, why it matters / Medical Anthropology 28 (4) : 326 ~ 335

  39. [jounal] Turner, L. / 2007 / ‘First world health care at third world prices : Globalization, bioethics and medical tourism / Biosocieties 2 (3) : 303 ~ 325

  40. [jounal] Wu, M. Y. / 2006 / Hofstede’s cultural dimensions 30years later: A study of Taiwan and the United States / Intercultural Communication Studies 15 : 33 ~ 42

  41. [web] Wu, C. / Chinese travels made 216 billion last year

  42. [jounal] Xu, Q. J. / 2010 / The moderating role of cultural similarity in leadership training effectiveness / Journal of European Industrial Training 34 (3) : 259 ~ 269

  43. [jounal] Yu, J. Y. / 2012 / A cross-cultural study of perceptions of medical tourism among Chinese, Japanese and Korean tourists in Korea / Tourism Management 33 : 80 ~ 88

  44. [jounal] Jun Zhang / 2015 / 중국고객 해외의료관광국가 선택의도에 영향을 미치는 요인에 관한 연구: 구전 조절효과를 중심으로 / 유통과학연구 13 (12) : 41 ~ 52

  45. [jounal] Zhang, J. / 2013 / The impact of psychological distance on Chinese customers when selecting an international healthcare service country / Tourism Management 35 : 32 ~ 40