제주지역 헬스투어리즘 경쟁우위 요인에 관한 연구

Abstract

According to the World Tourism Organization (UNWTO), the global tourism market has grown at the average annual growth rate of 4.3% over the past decade, and the global market for tourists is estimated at 1.2 trillion dollars. The tourist market in the US and Europe has decreased by 13%p in the last decade, while it has increased by 11%p in Asia and the Pacific. The global aging phenomenon and new lifestyles have a worldwide attention to the new tourism form of health tourism. The necessity of diverse programs and contents of health tourism are needed to people who lead wellness by healing in the well-being of modern people for the continuous growth possibility of tourism industry and the increase of leisure life. In this sense, it is time to looking for alternatives that can lead the regional economy in the Jeju Special Self-Governing Province and the Free International City. It is necessary to secure the competitiveness of the tourism industry for innovative growth by expecting its role as a growth engine such as economic growth and job creation. The purpose of this study is to analyze and suggest the competitive types of health tourism in terms of four types of spatial perspectives. Through the literature review, the theoretical base on the concept and type of health tourism and hierarchical spacial types such as medical space, semi-medical space, non-medical space, and natural healing space, based on medical intervention was established. A questionnaire survey was conducted for the tourists visiting Jeju, and the importance and satisfaction of tourists to the individual health tourism program were identified. And then, applying the VRIO analysis technique, the competitiveness advantage factors of Jeju health tourism were analyzed. As a result, among the primary factors, value factor is 0.390, scarcity is 0.277, organization is 0.214, imitation 0.119. Then, value based on resources and ability possessed by Jeju is analyzed as the most important factor that can stand the competitive advantage. In addition, the aesthetic value included in the value factor has the highest importance through the analysis of each factors, and the scarcity factor has the highest importance for the locality and tourism service. The results of analyzing the competitiveness advantage based on hierarchy spacial type are as follows. The value factor is 0.432, the highest in the natural healing center space, and 0.345 in the non-medical healing space. The scarcity factor was the highest in the natural healing center space of 0.409, and 0.304 in the non-medical healing space. The imitation factor is 0.344, which is the highest in the natural healing center space, and 0.316 in the non-medical healing space. Organizational factors showed the highest level of 0.321 in the non-medical healing space and 0.316 in the natural healing center space. All the factor analysis results showed relatively low importance in the medical service space and semi-medical service space. As a result of analysis based on competitiveness advantage factors of Jeju health tourism, Jeju health tourism was confirmed to have higher importance in the natural healing space than the health service center space. In conclusion, by combining these results, three kinds of resources such as natural resources, healing resources, and active resources of Jeju type health tourism were derived and applied to two hierarchical spaces, natural healing space and non-medical healing space, based on medical intervention.