Purpose - The effect of regional culture has been acknowledged for decades. However, very little research takes it as an important issue in the medical tourism service decision process. This study focuses on regional culture to identify customers’ preference for medical tourism in the international environment. It is proposed that regional culture may work as an critical moderator in the international medical tourism destination choice process. Especially, the destination attributes may vary according to regional culture.
Research design, data, and methodology - By the questionnaire survey, the sample is collected from 2,041 potential Chinese residents in different regions of China. Regression analysis is constructed to test the effect of regional culture on Chinese customers’ destination preference.
Results - Results imply that regional culture plays a critical moderating role in the destination choice process. Results also indicate that destination attributes including medicine and travel characteristics are the important predictors of destination preference.
Conclusions - This study provides the fundamental base to use regional culture as a descriptive variable for segmentation when establishing an effective marketing strategy. Furthermore, this research suggests that different strategies relied on destination attributes should be made to attract more Chinese customers for the development of medical tourism industry.

Abstract
 1. Introduction
 2. Literature Review
  2.1. Medical tourism in China
  2.2. Cultural orientation
  2.3. Destination attributes
 3. Research Model
 4. Methodology
  4.1. Data collection
  4.2. Measurement
 5. Results
  5.1. Frequency analysis
  5.2. Factor analysis and reliability analysis
  5.3. Analysis of variance
  5.4. Regional culture effect
 6. Conclusion
  6.1. Review of the findings
  6.2. Implications
  6.3. Limitations and future research
 References

• Jun Zhang(Department of Global Business, Konkuk University)