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Background: The spa tourism industry taking on national dimensions, as competition in investment strengthens competitiveness, but research on development of spa therapies with Korean characteristics is lacking. Objective: This study examined red ginseng spa perceptions and preferences of foreign visitors to Korea, to provide basic material to develop a Korean spa program aimed at developing the beauty tourism industry. Methods: The study method involved a survey of a sample of Japanese and Chinese tourists who visited red ginseng spas. In total, 359 questionnaires were used in the final analyses. Results: Chinese tourists ranked excellent effects following therapy and diverse therapy programs first, while Japanese tourists ranked large differences in quality of therapy goods first. With respect to the appropriate time required for red ginseng spa therapy, both Chinese and Japanese tourists preferred two hours. Regarding red ginseng therapy programs, the proportions of Chinese who preferred red ginseng whole body oil massage and red ginseng facial massage were 38.5% and 34.8%, respectively, while the proportions of Japanese who preferred red ginseng facial massage and red ginseng head massage were 39.2% and 31.4%, respectively. Both Chinese and Japanese tourists were satisfied with the use of red ginseng oil as the highest rated cosmetic following red ginseng spa therapy. Conclusion: If tourist products are developed, and multidimensional follow-up research is performed by heightening perceptions and preferences concerning spa programs, based on the above study results, it will contribute to the development of Korean-style spa programs that are competitive on the global market.

Red ginseng spa therapy identification and preferences: targeting Chinese and Japanese tourists