Medical Tourism : A Case Study of Cosmetic Surgery

Packages of Thai Tourists in Korea

Sirada Jattuchai, Natnaree Apisitmontree, Rittikorn

Pitakchinnapong, and Dararat Simpattanawong
Kasetsart Integrated Tourism Management, Department of Tourism and Hospitality Industry, Faculty of
Humanities, Kasetsart University, 50 Ngam Wong Wan Rd, Ladyaow, Chatuchak, Bangkok, 10900, Thailand
INTRODUCTION Objective

1.To explore the behaviors of

Cosmetic surgery is one of Thai tourists consuming the

the methods for boosting cosmetic surgery package in
people's self-esteem. Korea
Cosmetic surgery is now
widely practiced and 2.To identify motivations of
acceptable in many Thai tourists consuming
countries throughout the cosmetic surgery package in
world. Korea
The trend of cosmetic
surgery establishment of 3.To study marketing strategies
an agency business . employed by Thai agencies for
promoting cosmetic surgery
package in Korea
Literature 1). Tiemlom, V. (2020). Aesthetic Surgery in

review South Korea, You Can order

2). Tonoom, T. (2018). A study of Marketing Mix

1) Meaning of cosmetic surgery and Personal Affecting the Decision Case Study :
Cosmetic Surgery

2) Behaviors
3). Kanchanajan, P. (2013). Legal Measures of
Attitude of Thai people Consumer Protection: Case Study of Surgery
Cultural aspect Tour in Republic of Korea

3) Motivation 4). Siampukdee, U. (2017). South Korea’s LITERATURE REVIEW

Laws and Regulations
The reliability of the service
4) Marketing Strategy
Price
Advertisement
Medical Tourism Strategy REFERENCES
5). Elfving-Hwang, J., & Holliday, R. (2012).
Gender, Globalization and Aesthetic Surgery in
South Korea
6). Watcharinporn, S. (2012). Marketing Factor
to Decision Making Facial Cosmetic Surgery of
Consumer in Bangkok Metropolis
 METHODOLOGY

A qualitative method was applied in this

research
Key Informants: Six key informants were
divided into two groups: service providers
and customers consuming cosmetic surgery
tour packages in Korea.

 Semi-structured interviews were

applied to collect data from the six key
informants. The key informants were
separated into two groups: service providers
and customers. In service providers, a
surgeon and a clinic owner were recruited
by reputation and reliability in the Medical
Council of Thailand, and an agency was
selected by high experienced from reliable
media. Moreover, customers were recruited
who have direct experience from cosmetic
surgery packages to collect reliable data.
 Findings
Behavior Motivations
The results obtained from the
interviews of two sample groups, three According to the findings, it can
key informants were quoted. be clearly identified that Thai
Service tourists are motivated by
Natural cosmetic surgery Reliability,
Privacy Convenience
Safety.
 Findings
Marketing Strategy
The marketing aspects that influenced
Thai tourists purchasing decisions for a
cosmetic surgery package in Korea were:
Media
Free treatment
Promotion

 Suggestion
The following are some ideas from the interviewees based on the research
findings:
The results of this study may lead to raising awareness for those who are
interested in undergoing cosmetic surgery. Korea may be a good option for
them to have surgery with the styles, the surgeon’s expertise, and post-
surgery services.
The agency was able to obtain the data from this research to better
understand Thai tourists' perspectives to improve their service and
marketing strategies for increasing more customers.
Despite the fact that this study made some useful contributions, future
research could recruit more diverse individuals in each group to obtain more
accurate data and gain a better understanding of Thai tourists' perspectives.
 Reference
1. Holliday, R. and Elfving-Hwang, J. (2012). Gender, Globalization
and Aesthetic Surgery in South Korea. Journal of Body &
Society, 18(2), 58-81.
2. Kanchanajan, P. (2013). Legal Measures of Consumer
Protection: Case Study of Surgery Tour in the Republic of Korea.
Independent Study of the Master of Laws Program in Business
Laws. Khon Kaen: Sripatum University Khon Kaen Campus.
3. Li, E. P. H., Min, H. J., Lee, S. (2020). Soft power and national
rebranding: The transformation of Korean national identity
through cosmetic surgery tourism. International Marketing
Review, 38(1), 141-162
4. MGR Online Manager. (2019). “Jenkwan I.” Reveals that Many
Thai People Fly to Korea for Plastic Surgery and Recommend
Studying More When Choosing a Professional Surgeon for
Beauty in Your Own Style. [Online]. Retrieved July 31, 2021,
from: https://mgronline.com/business/detail/9620000048696
5. Niruttikulchai J. (2019). The opportunity of Thailand to
cooperate with South Korea in expanding the cosmetic surgery
market. [Online]. Retrieve September 16, 2021, from:
https://www.ditp.go.th/ditp_web61/article_sub_view.php?
filename=contents_attach/568603/568603.pdf&title=568603&c
ate=428&d=0
6. Patchimnan, M. (2017). Beauty Ideal through Transnational Media and
Its Effects on Cosmetic Surgery. Independent Study of the Degree of
Bachelor of Communication Arts Program in Strategic Communication.
Bangkok: University of the Thai Chamber of Commerce.
7. Siampukdee, U. (2017). South Korea’s Medical Tourism Strategy. Thai
Journal of East Asian Studies, 20(2), 71-98.
8. Teng, P. K., Seng, K. W., and Ling, T. J. (2019). Propensity to Undergo
Cosmetic Surgery and Services in Seoul. International Journal of
Community Development and Management Studies, 3, 001-016.
9. Tiemlom, V. (2016). Aesthetic Surgery in South Korea, You Can order.
Journal of Integrated Sciences, Colleague of Interdisciplinary Studies.
Thammasat University, 13(2), 129-175.
10. Tonoom, T. (2018). A study of Marketing Mix and Personal Affecting
the Decision Case Study: Cosmetic Surgery. The Proceedings of the
2nd UTCC National Conference, 8 June 2018 at University of the Thai
Chamber of Commerce, 150-160.
11. Watcharinporn, S. (2012). Marketing Factor to Decision Making Facial
Cosmetic Surgery of Consumer in Bangkok Metropolis. Independent
Study of the Degree of Master of Business Administration Program in
Marketing Management. Bangkok: Siam University.
12. Wong, K. Y. J. (2018). No More Taboo: Discursive tactics for navigation
the taboo of cosmetic surgery. Journal of Global Media and China,
3(4), 271-296.

Thank you