A'WOT 분석 기법을 활용한 한방의료관광 활성화 전략 수립

Objectives: This study aimed to assess the priorities among the environmental factors on, and to build core strategies for fostering Korean medical tourism. Methods: We used an A'WOT hybrid method which combined SWOT with Analytic Hierarchy Process (AHP), that is, the strategic factors in each strengths, weaknesses, opportunities, and threats group were selected by medical tourism experts' opinion, and then the importance of the factors in each SWOT group were pair-wise compared. Results: The results presented that the opportunities and the strengths groups are relatively more important than the other groups. The key competitive factors include high-quality human resources of traditional medicine, modernized system of Korean medical institutions, and local governments' willpower to promote herbal industries. Conclusions: Based on the results of analysis, it is suggested for government to build a timely strategic plan, to enhance cooperative activities with the private sector, to organize local resources, and to provide marketing support.