Author(s): Changmi Lee
Medical tourism is one of the fastest-growing businesses in Asia. Korean and Japanese governments are promoting medical tourism. Health and beauty perception is one of most important factor for understanding medical tourism. The purpose of this research is to analyze the effect of health and beauty perception on intentions toward medical tourism in Korea and Japanese. This study also intends to compare influence of health and beauty perception on medical tourism intentions between Korea and Japan. For this study, health and beauty perception was explained by the concept of “Health Belief”.