Title Page
ABSTRACT
ABBREVIATION
Contents
1. INTRODUCTION 13
1.1. Research background 13
1.2. Purpose of study 15
1.3. Objectives 22
1.4. Proposition 22
2. LITERATURE REVIEWS 25
2.1. Korea Medical Tourism Market 25
2.2. Success and Challenges 28
2.3. South Korea- Kenya Bilateral Relations 31
3. METHODOLOGY 41
3.1. Qualitative Research 41
3.2. Levels of Analysis 41
3.3. Design Description 42
3.4. Respondent Analysis 46
4. THEORETICAL FRAMEWORK 62
4.1. Conceptual/Theoretical Framework Analytical Tools 62
4.2. Strength Weakness Opportunities Threat (SWOT Analysis) 62
4.3. Michael Porter's Five Forces Factors 64
5. RESULTS AND DISCUSSION OF THE ANALYSIS 66
5.1. Korea Level Analysis 66
5.2. Individual Firm's Analysis 72
5.3. Success and challenges 75
5.4. Korea success story and its application to Kenya customer satisfaction 79
6. CONCLUSION AND RECOMMENDATION 83
6.1. Summary 83
6.2. Discussion and implication 86
6.3. Justification of the Study 88
6.4. Limitation of the study 90
REFERENCES 91
ABSTRACT IN KOREAN 96
APPENDIX 97
Appendix 1. Map of Kenya 97
Appendix 2. South Korea life expectancy at birth 98
Appendix 3. Population of Kenya 1960-2012 101
Table 1. Ten (10) Typologies of Service Industry in 21st Century(이미지참조) 16
Table 2. Medical and health tourism components 17
Table 3. Reasons why foreign and local tourist travel 19
Table 4. Key fundamentals of development 20
Table 5. Challenges and Solutions to Firms /Companies 20
Table 6. Ten (10) Surveyed Companies /Firms 43
Table 7. Various categories of hospitality industry 45
Table 8. Key Fundamentals of development contributed (s) to Korea's success story 59
Table 9. Strength Weakness Opportunities Threats (SWOT Analysis) 63
Table 10. Political Economic Socio-Cultural and Technological (PEST) 64
Table 11. Michael Porter's Five Forces Factors 65
Figure 1. Kenya life at birth the year 2011 in comparison with Korea life expectancy 18
Figure 2. Customer satisfaction expectation and performance Model 23
Figure 3. Asian medical tourism countries competing and aspiring to become a medical hub 28
Figure 4. Cost comparison of countries most visited offering medical tourism 29
Figure 5. Categories of Korea service industry 35
Figure 6. Five (5) levels of analysis simplest to complex 42
Figure 7. Company .A. Target population interviewed and observed 48
Figure 8. Medical Tourists (2012) 70
Figure 9. Chinese Tourist and Japanese percentage (2012) 71
Figure 10. Happiness index ratio graph 77