探討台灣醫療觀光產業分析之策略研究-以大陸觀光客為例

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Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/11295

Title:	探討台灣醫療觀光產業分析之策略研究-以大陸觀光客為例
Other Titles:	Industry’s Analysis of the Strategies Development Medical Tourism in Taiwan- A Case of Mainland China Tourists
Authors:	金燕吟 Gin, Yan-Yin
Contributors:	李貴宜;林万登 Li, Kuei-Yi;Lin, Wan-Deng 東海大學餐旅管理學系
Keywords:	層級分析;消費者行為;大陸觀光客;醫療觀光 Analytic Hierarchy Process;Mainland China Tourist;Medical Tourism;Consumer Behavior
Date:	2010
Issue Date:	2011-10-12T15:57:26Z (UTC)
Abstract:	國際旅遊業不斷朝專業化方向發展，醫療觀光（Medical Tourism）由於客源獨特，是目前各國產業積極爭取的市場。近年來，由於歐美先進國家的醫療資源昂貴與供給量不足，而開發中國家則較先進國家價格低廉，且提供高品質的醫療保健服務，所以吸引歐美旅客前往，也使醫療觀光服務蔚為潮流。亞洲醫療服務價格相對歐美低廉，醫療觀光市場潛力雄厚，頗獲歐美旅客好評。醫療觀光為台灣發展之新利基點，隨著兩岸關係逐漸解凍及政治氣氛轉好，開放直航包機和大陸觀光客來台等措施，兩岸人民間的往來頻率將更趨緊密，已是不可避免的趨勢。因此要如何善用醫療資源的現況來吸引大陸觀光客來台消費，促進產業發展並找尋台灣醫療觀光競爭優勢的最佳策略，為當今業界和政府必須攜手共同思考的重要課題。本研究共分兩個部份，第一部分以AHP層級分析法針對位二十八位產官學專家發放問卷，求得權重與排序，進而提出發展醫療觀光業之策略。所得結果其構面為產業價值的提升與創造、市場分析與規劃、整體服務品質、人力資源、科學技術、整體環境與基礎設施、獎勵投資與財務融資、政府法規、國際化與醫療機構等十項，再將其細分成四十五項發展醫療觀光產業之目標。第二部分以EBM模型針對大陸觀光客發放問卷，共計回收495份有效問卷。研究結果顯示，大陸觀光客主要以第一次訪台為主，男性人數較女性多；未婚者遠多於已婚者；年齡集中在25~34歲；職業多為私營企業員工；學歷是以大學為主；而個人的平均月收入主要是介於人民幣4,501~6,000之間。而大陸觀光客對於醫療觀光性質之期望以醫療為主，觀光為輔；天數以5~7天為最多。在搜尋醫療觀光相關訊息以醫療機構、旅行社、網路為最多。研究指出大陸觀光客重視程度排序前三名因素為「提供病人就醫之隱私」、「醫護人員具有專業知識與技術」與「醫護人員具有相關醫療證照」，其研究結果可提供政府相關部門及業者作為發展醫療觀光策略之參考。關鍵字：醫療觀光、大陸觀光客、層級分析、消費者行為 Medical tourism is becoming a unique market recently that most countries are planning to devote their resources actively in this field. Because of the cheaper prices in developing countries for medical services, providing high-quality health care services to attract customers from developed countries and completing the medical treatment in developing countries is a trend. With the coming era of the unfreezing situation for the cross-strait relations and the political climate turns better, the interaction between the cross-strait's people is more frequent. Thus, this is an important issue that the tourism industries and our government should think thoroughly medical tourism to Taiwan's development of new niche point. This research included two parts. In the first section, a total of 28 questionnaires were collected from professionals who were from the industry, the officials and the academia. Furthermore ,AHP was used as the research method to realize the primary elements of developing the medical tourism industry；Calculating the weight to give the priority was applied in order to provide the effective developing strategy for the government and the industry. This study generalized ten constructs(a total of 45elements)includes「Medical Institutions」, 「Globalization」,「Laws and Government Regulations」,「Encouragement of Investment and Finance」,「Integrated Environment and Infrastructure」,「Science and Technology」,「Human Resource」,「Global Service Quality」,「Market Analysis and Planning」and「Upgrading and Creation of Industrial Value」.In the second section, a total of 495 valid questionnaires were collected from mainland tourists..The consumer questionnaires were indicated that mainland tourists who visit Taiwan mainly were the first time, males; unmarried age of 25 to 34 years old private sector employees; college graduated average monthly income is between 4,501 to 6,000 renminbi. The mainland tourists expected that medical tourism was primarily focus on medical and tourism was secondary. The maximum days for medical tourism were 5 to 7 days. Most mainland tourists’ used medical institutions, travel agencies, and internet to searching medical tourism related information. The result from consumer questionnaire indicated that the three most important factors that mainland tourists’ considers were the「provided privacy for patients」,「the professional knowledge and techniques of medical staffs」and「the professional language skills and certification of medical staffs」.In conclusion, the results of this study are going to provide some useful suggestions to developed strategies on the medical tourism industry for government and the industries.
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