花蓮醫療觀光政策的形成與發展

本研究探討花蓮醫療觀光政策的形成與發展，並分析重要權益關係人在地方醫療觀光中扮演的角色。透過半結構深度訪談包括政府部門、醫療機構、醫療觀光促進者、飯店與旅行社業者等13位重要的醫療觀光行動者，分析這些不同權益關係人對當前花蓮醫療觀光的參與及看法，以及探討醫療觀光平台的形成、合作與矛盾。研究指出權益關係人對發展醫療觀光的潛力與期待，在健保體制下發展醫療觀光面臨醫療商品化與公共服務的拉距。本文指出當前花蓮醫療觀光發展的發現：1.花蓮的醫療觀光將陸客視為目標客群，目前仍待努力爭取從事醫療觀光的陸客；2.花蓮的觀光業雖參與醫療觀光的聯合推廣，但法規限制醫療服務不得折扣，使得醫療業與觀光旅遊業者在產品與服務的整合銷售產生矛盾，醫療機構處於主導醫療觀光價格的角色，觀光旅行業者較處於被動角色；3.地方政府熱衷推廣醫療觀光，但目前花蓮醫療觀光政策成效的評估有其問題；4.花蓮的醫療觀光仍為發展初期，也因此發展醫療觀光所產生的經濟效益與社會衝擊仍不顯著。

關鍵字

醫療觀光；權益關係人；醫療觀光促進者

並列摘要

Focusing on the development of the medical tourism policy of Hualien, this research explores the key stakeholders who play roles in medical tourism. The data were drawn from interviews with 13 key actors involved in medical tourism policy, including local government officials, medical-tourism facilitators, and people in the medical-services and hospitality-and-travel sectors. There are four main research findings. First, the policy has set Chinese medical tourists as the target tourists, although only a few tourists have come to use the services. Second, the reason that local travel agents have disappeared from the policy network is that their business is mostly concerned with outbound tourism; another reason is that they are constrained by medical laws and unable to generate commission. Third, the evaluation of policy outcomes is problematic and prone to overestimates. Fourth, this medical tourism policy is currently still at the beginning stage, and therefore its economic benefits and social impact are not obvious. This study suggests that policy-makers design an accurate evaluation of policy outcomes and consider the economic and social impacts after the development of medical tourism.