A study on the influence of the Korean Wave on attitudes, desires and behavioral intentions in medical tourism

Due to the Korean Wave, a majority of Japanese medical tourists who visit South Korea avail of not only orthopedic surgery but also explore traditional Chinese medicine and dermatology. This phenomenon indicates a considerable influence of the Korean Wave in the field of medical tourism. This study investigates and analyzes the influence of the current interest in Korea caused by the Korean Wave on Japanese attitudes, desire, and behavioral intention in the realm of medical tourism. Consequently, the following points can be observed: (1) the degree of interest in Korean popular songs and Korean food impacts Japanese attitude; (2) this attitude significantly impacts the desire to avail of the facilities offered under medical tourism in South Korea and this desire positively influences the behavioral intention of the consumers; (3) however, the degree of interest in Korean movies has no effect on the subject; (4) the approach toward medical tourism does not directly affect the behavior towards it. Based on these findings, we propose the need to incorporate Korean popular songs and cuisine in facets pertaining to medical tourism.