Analysis Of The Needs Of Overseas Medical Tourism In Beijing

Background:Medical tourism is developed in recent years and it is a new industry which combines medical treatment and tourism.More than 100 countries around the world promote the development of international medical tourism.The United States Standford research data forecasts that the world's medical tourism industry market size will reach$678.5 billion in 2017,so medical tourism is developing very fast these years.Beijing is an international metropolis with rapid economic development,and the level of consumption continues to increase,but at present there are still difficulties in medical services.In recent years,the environmental pollution and haze in Beijing are serious,and working pressure in big city can not be ignored,and incurable diseases such as cancer incidence is still rising.Therefore,in the dual purpose of health care and tourism relax,the demand for overseas medical tourism of Beijing residents is quietly increased.To understand the demand preference and demand differences in overseas medical tourism of Beijing residents has important theoretical value and practical significance in this context.On the one hand,it can provide reference for domestic and foreign medical tourism institutions.on the other hand,it also can make up for the deficiency of demand research theory in medical tourism in our country.Objective:To understand the current situation of Beijing residents' demand for overseas medical tourism,and to analyze the demand preference and demand differences in medical tourism of Beijing residents,and to explore the cause of this phenomenon.Then according to the results of the study,the author discusses how to develop and manage the domestic medical tourism industry in the future,so as to retain and attract the potential and huge medical tourism customers at home and abroad.Methods:This study is based on the theories of Maslow's theory of demand hierarchy,consumer behavior theory,market demand and market segmentation theory.Combined with literature research,expert consultation,questionnaire survey and other research methods,aim to analyze the demand situation of Beijing residents for overseas medical tourism.First of all,through the literature research,combined with the actual situation of Beijing residents,we initially identified the classification criteria and demand dimension of different characteristics of Beijing residents.Secondly,according to expert consultation,we completed the questionnaire framework and content design.What's more,A total of 607 valid questionnaires were collected by means of convenient sampling method,which were collected by both online and offline routes.Finally,using percentage,chi-square test,logistic regression analysis and other methods for data processing.Through the combination of qualitative and quantitative research,overall and stratified research,this paper carefully analyzed the Beijing residents' demand preference and demand differences in overseas medical tourism.Results:The awareness and experience degree of overseas medical tourism among Beijing residents are poor but the potential demand desire is strong.Beijing residents have a large proportion of demand for leisure and recreational products,and the main destination countries are the United States,Japan,South Korea and Southeast Asian countries.But the price demand is mainly concentrated in less than 30000 yuan(average cost).Respondents choosing the highest proportion of seasons for overseas medical tourism is spring,and Residents' favorite resource types are coastal and hot springs.The most needed supporting service is translation service and the most favorite way to obtain information is recommended by the domestic hospital doctors and professionals.In addition,through cross layer analysis,we have found that different characteristics are different in terms of product demand,destination demand,price demand,seasonal demand,resource type demand,information channel demand and supporting service demand for overseas medical tourism.So taking the overall research and stratified research combination is very necessary.Conclusion:The potential demand for overseas medical tourism among Beijing residents is strong,so the demand market should be developed comprehensively.We ought to divide the market according to consumer demand and focus on the product design of medical tourism.We also need to improve the quality of medical services which supplied by medical tourism institutions,and actively explore the appropriate marketing channels to expand publicity and improve the user experience.In addition,we must pay attention to the target customer positioning,providing consumers with differentiated,personalized services,in order to reduce homogeneity and increase competitiveness.And the government should increase the support of domestic medical tourism industry,and focus on developing health tourism with TCM,so as to attract and retain potential consumers at home and abroad.