Applying the Modified Health Belief Model (HBM) to Korean Medical Tourism

The purpose of this study is to investigate how foreigners’ health beliefs influence their visiting intentions to Korean medical tourism. This study used an online survey engine (docs.google.com/forms) to collect data from foreigners who are from India, Nepal, Bangladesh, Vietnam, and Mongolia, who are potential Korean medical tourists. Out of 213 questionnaires collected, 200 questionnaires (93.9%) were used for the statistical analysis. The Confirmatory factor analysis (CFA) revealed that six dimensions, “Experience”, “Susceptibility”, “Severity”, “Barrier”, “Benefit”, and “Visiting Intention”, had construct validity; Cronbach’s alpha coefficient was tested for item reliability. It is expected that four variables in the health belief model (HBM) that are determined by objective and logical thinking processes will affect the choice of Korean medical tourism. The results showed that Susceptibility, Severity, Barrier, and Benefit had significant effects on Visiting Intention and was a valid measurement to determine “Visiting Intention”.