從旅行社業者觀點探討台灣發展醫療觀光之研究

A Study of Medical Tourism Development in Taiwan: In Travel Agents' Perspective

王大明(John Ta-Ming Wang) ； 王怡雯(Yi-Wen Wang) ； 簡意珊(Yi-Shan Chien) ； 呂昀芽(Yun-Ya Lu)

《觀光旅遊研究學刊》 4卷2期 (2009/12) Pp. 43-54

https://doi.org/10.29689/JTTR.200912.0003

摘要

本研究旨在探討旅行業者對於台灣發展醫療觀光的觀點，透過半結構式的深度訪談來蒐集資料，以5位旅行業主管為訪談對象。研究結果發現，旅行業者對於台灣發展醫療觀光之看法，主要有樂觀其成與負面評價兩大類。業者一致認為發展醫療觀光不僅能為台灣帶來實質的產業效益，更具有國際行銷的功能。然而，發展醫療觀光面臨的問題，主要包括預算編制、法源規章、推展不周等方面。此外，對旅行業者而言，政府的資訊不足及資源整合也是另一個困擾。旅行業者更認為應多重視國際行銷，同時還須整合醫療體系、提供教育訓練及改善整體環境等具體建議，以供未來發展醫療觀光之改善參考。

關鍵字

醫療觀光 ； 旅行業者

並列摘要

This study is aimed at medical tourism development in Taiwan from travel agents' points of view, and data collected by a method of semi-structured in-depth interview through five travel agent managers. For the most part of their opinions included both optimistic attitude and negative evaluation, the medical tourism development in Taiwan will provide industry benefits and upgrade the Taiwan images. However, we will face several problems in developing medical tourism: for example, government budgets, lacking appropriate regulations, inadequate policies, insufficient information and integrated resources from the government are other barriers. And some suggestions such as international marketing, to integrate medical systems, upgrade the quality of services, considering industries' benefits, providing training programs, and improving the overall environment were also obtained by travel agents.

並列關鍵字

medical tourism ； travel agents