Skip to content
aSSIST Business Review aSSIST Business Review aSSIST Business Review aSSIST Business Review
Home

Article

Study on Strategies for Developing Medical Healthcare Wellness Resorts in Korea

Heejung Lee Primary Contact
PDF
Abstract

(1) Background/Purpose: The COVID-19 pandemic has profoundly reshaped consumer lifestyles and travel patterns, placing health, safety, and privacy at the forefront of tourism decisions. Wellness resorts have emerged as one of the fastest-growing destinations in the post-pandemic era. While the global wellness tourism market is projected to expand from USD 6.3 trillion in 2023 to USD 8.99 trillion by 2028 (GWI, 2024), South Korean wellness resorts remain constrained by regulatory restrictions that limit the integration of medical and wellness services. (2) Methodology: This study employs a mixed-methods approach combining a literature review of post-pandemic consumer behaviour and global wellness trends with in-depth case analyses—domestic (The WE Premium Health Resort, Healience Sunmaeul, PARK ROCHE Resort) and international (Chiva-Som Health Resort, RAKxa Integrative Wellness Retreat Bangkok Resort)—using SWOT analysis. (3) Findings: Post-pandemic consumers increasingly prefer small-group, private, and health-centred travel experiences. Successful global wellness resorts share three core success factors: personalised healthcare programmes, advanced digital health technology, and sustainable operations. Domestic Korean resorts demonstrate competitive strengths in natural resources and traditional healing, yet face systemic barriers including fragmented medical-tourism legislation, insufficient professional workforce, and a lack of integration with global health insurance networks. (4) Originality/Value: This study proposes a Korean-model medical wellness resort framework that integrates traditional Korean healing, modern medical technology, digital healthcare, and long-stay programmes. Strategic recommendations include legislative reform to allow medical-wellness convergence, establishment of standardised certification, development of AI-assisted personalised health programmes, and global marketing leveraging K-Wellness brand identity.

References
  1. 강현수 (2021). 코로나19로 인한 국내관광 행태 변화 분석. 한국문화관광연구원, 2021(05).
  2. 김의중, 이준혁 (2019). 호텔의 환경친화적 경영과 고객웰니스, 고객충성도의 영향관계 분석. 한국관광레저학회, 31(6), 269–290.
  3. 문현지 (2021). 웰니스 관광, 지각된 가치, 행동의도. 석사학위논문, 경희대학교.
  4. 문화체육관광부 (2020). 웰니스 관광 활성화 정책 보고서.
  5. 손은미, 정란수, 정철 (2014). 웰니스 관광시설 선호도 및 선호선택: 건강 리조트 잠재 관광객을 대상으로. 한양대학교 관광연구소, 26(3), 51–77.
  6. 신용재 (2017). 웰니스(Wellness) 관광서비스 산업이 한국경제에 미치는 효과에 관한 연구. 한국서비스경영학회, 18(3), 227–250.
  7. 심진범, 김진선 (2021). 웰니스관광 이해와 정책 과제. 인천연구원, 20, 1–18.
  8. 유승혜, 이현주 (2021). 디지털 헬스케어 기술 도입이 웰니스 리조트 서비스 품질에 미치는 영향. 관광연구저널, 35(12), 93–115.
  9. 안혜정, 강순아 (2022). 치유체험프로그램이 만족도에 미치는 영향에 관한 연구. 한국벤처창업학회, 17(3), 183–200.
  10. 오선숙 (2016). 웰니스를 위한 힐링관광상품 개발에 관한 연구. 한국호텔관광학회, 18(6).
  11. 이웅배 (2021). 삶의 질 향상을 위한 웰빙관광과 웰니스의 매개효과. 한국콘텐츠학회논문지, 21(12), 264–274.
  12. 이은미, 정란희 (2020). 해외 웰니스 리조트 사례분석을 통한 국내 웰니스 리조트 서비스 개발 방안. 관광산업연구, 12(2), 75–94.
  13. 임종훈 (2023). 코로나19 사태로 인한 관광산업의 변화. 한국서비스산업학회, 16(1), 37–28.
  14. 전미숙, 이수진, 한정아 (2021). 웰니스 관광지 선택속성과 방문자 만족도간 관계 연구. 한국관광연구저널, 35(6), 1–19.
  15. 정순형, 박종렬 (2015). 국내 의료관광의 정책적 과제와 제도적 개선방안. 한국컴퓨터정보학회, 23(1), 115–118.
  16. 정헌규, 최용복 (2022). 웰니스관광 관련 연구동향에 대한 내용분석. 서비스경영학회지, 23(4), 132–157.
  17. 조광현, 김성혁 (2021). 웰니스 관광 소비행태 변화 및 국내 웰니스 관광 정책 방향. 관광정책연구, 25(4), 29–50.
  18. 최정환, 김종견 (2021). 웰니스관광 선택속성이 방문객 만족도와 재방문 의도에 미치는 영향. 호텔관광연구, 23(2), 43–57.
  19. 최재우, 최영택, 주웨이 (2020). COVID-19에 의한 관광산업 현황분석 및 대응방안. 관광연구저널, 34(5), 1–12.
  20. 한국관광공사 (2022). 엔데믹 시대 여행 트렌드 소비자 조사 및 분석 연구보고서.
  21. 한국관광공사 (2023). 포스트 코로나 시대의 웰니스 관광 전략.
  22. 한국무역협회 (2024). 한국 웰니스 산업의 성장 배경 및 규제적 제약. KITA Insight Report.
  23. 한국서비스산업학회 (2021). 코로나19 사태로 인한 관광산업의 변화.
  24. 허윤형 (2021). COVID-19 이후 국내관광산업 변화에 관한 연구. 석사학위논문, 이화여자대학교 대학원.
  25. 헬스조선 (2016, April 12). 삶의 질 높이는 웰니스 산업, 규제 풀어 활성화해야.
  26. KPMG Korea (2021). 한국 웰니스 리조트 산업의 현재와 미래: 글로벌 트렌드와의 연계성 부족.
  27. Aaron Hurst (2019). The Purpose Economy: How Your Desire for Impact, Personal Growth and Community is Changing the World. Elevate.
  28. Chen, J., Prebensen, N.K., & Uysal, M. (2020). Wellness tourism and tourist well-being: A demand-side analysis. Journal of Travel & Tourism Marketing, 37(4), 420–432.
  29. Dolnicar, S. (2002). A review of data-driven market segmentation in tourism. Journal of Travel & Tourism Marketing, 12(1), 1–22.
  30. Global Wellness Institute (GWI) (2021). The Global Wellness Economy: Looking Beyond COVID-19.
  31. Global Wellness Institute (GWI) (2022). The Future of Wellness Tourism: Key Trends Shaping the Market.
  32. Global Wellness Institute (GWI) (2024). Global Wellness Economy Monitor 2024.
  33. Goodrich, J.N., & Goodrich, G.E. (1987). Health-care tourism—An exploratory study. Tourism Management, 8(3), 217–222.
  34. Gössling, S., Scott, D., & Hall, C.M. (2021). Pandemics, tourism and global change: A rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1–20.
  35. Han, H., & Hyun, S.S. (2017). Impact of wellness tourism motivation and satisfaction on revisit and word-of-mouth. Journal of Travel Research, 56(5), 638–651.
  36. Kamp, A., & Kumble, P. (2020). Digital detox tourism: The potential for wellbeing and sustainable travel experiences. Journal of Sustainable Tourism, 28(8), 1216–1233.
  37. Lee, J., & Kim, K. (2021). Applying IoT-based healthcare service in wellness tourism: A case study in Asia. Information & Management, 58(5), 103465.
  38. Lee, J., Park, B.J., Tsunetsugu, Y., Kagawa, T., & Miyazaki, Y. (2017). Restorative effects of forest bathing on human health: A review. Environmental Health and Preventive Medicine, 22(1), 71.
  39. MacKinnon, D., Smith, D., & Carter, S. (2018). Wearable technology and personalised wellness: Opportunities and challenges in tourism. Tourism Recreation Research, 43(1), 14–25.
  40. Park, B.J., Tsunetsugu, Y., Kasetani, T., Morikawa, T., & Miyazaki, Y. (2010). The physiological effects of Shinrin-yoku: Evidence from field experiments in 24 forests across Japan. Environmental Health and Preventive Medicine, 15(1), 18–26.
  41. Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research. Journal of Business Research, 117, 312–321.
  42. Smith, M., & Puczkó, L. (2009). Health and Wellness Tourism. Butterworth-Heinemann.
  43. Smith, M., & Puczkó, L. (2019). Health, Tourism and Hospitality: Spas, Wellness and Medical Travel.
  44. Smyth, F., & Scott, M. (2014). Thalassotherapy: A healing form of marine-based tourism? Journal of Tourism and Cultural Change, 12(2), 153–165.
  45. Song, C., Ikei, H., Kobayashi, M., & Miyazaki, Y. (2016). Effects of viewing forest landscapes on human health: A review. Scandinavian Journal of Forest Research, 31(8), 422–434.
  46. Tourism Management (2021). The impact of COVID-19 on travel behaviour and tourism demand.
  47. Venture Beat (2024). Marketing personalisation delivers big results, but the game is changing. Webinar Seminar, September 2024.
  48. Voigt, C., & Pforr, C. (2013). Wellness Tourism: A Destination Perspective. Routledge.
  49. West, J., Lim, C.H., & Cho, M.H. (2018). Integrating sleep improvement programs into wellness tourism. International Journal of Spa and Wellness, 1(1), 56–74.
  50. World Health Organization (WHO) (2020). COVID-19 and Public Health Guidelines for Travel and Tourism.
  51. World Travel & Tourism Council (WTTC) (2021). Trends in Travel Post-COVID-19.
  52. Yeung, O., & Johnston, K. (2019). Move to Be Well: The Global Economy of Physical Activity. Global Wellness Institute.
  53. Healience Sunmaeul: https://www.healience.co.kr
  54. Park Roche Resort: https://park-roche.com
  55. The WE Premium Health Resort: https://wehotel.co.kr
  56. Chiva-Som International Health Resorts: https://www.chivasom.com
  57. RAKxa Integrative Wellness Retreat Bangkok: https://rakxawellness.com
  58. Wando Marine Healing Center: https://wandolove.kr/healing
Keywords
medical wellness resort wellness tourism post-COVID-19 Korean wellness industry healthcare tourism personalised services digital health technology
Details
Section Articles
Issue Vol. 2 No. 5 (2026): Volume 2 Issue 5 (May 2026)
Published 2026-05-30
Authors
Heejung Lee Primary Contact
Graduate School of Hotel and Tourism Management, Kyung Hee University, Seoul, Korea
License
How to Cite
Study on Strategies for Developing Medical Healthcare Wellness Resorts in Korea. (2026). ASSIST Business Review, 2(5). https://jnl.ampla.page/abr/article/view/74