- 學位論文
台灣發展醫美觀光市場現況與精進建議方案之探討~以大陸客源為例
A Study on the Developing Medical Cosmetology Tourism of Current Market Conditions and Proposal in Taiwan - A Case of Mainland China Tourists
摘要
近年來台灣醫療美容水準高且價格合理，吸引越來越多大陸客前來台灣觀光邊做醫療美容的服務，也直接創造醫療美容觀光產業的龐大商機。但反觀市場上醫美機構品質卻良莠不齊，常導致傳出或報導許多醫療糾紛，也使得旅行業者不敢推銷醫美療程相關商品或旅遊行程。 本研究採用問卷調查的方式，探討大陸客對於台灣發展醫療美容觀光市場的現況與精進建議。問卷分析結果顯示，醫療美容方面，大陸客在教育程度、居住地區、家庭平均月收入、期望旅遊天數、手術重視的項目背景變項對於醫療美容各構面有顯著差異。觀光旅遊方面，大陸客在年齡、教育程度、婚姻狀況、居住地區、家庭平均月收入、期望旅遊天數、手術重視的項目背景變項對於觀光旅遊各構面有顯著差異。而整體台灣醫療美容與觀光旅遊之間有顯著正相關性，其中以醫療專業對整體觀光旅遊的相關性最高。 本研究根據研究結果提出建議，台灣醫療美容產業在投入資源發展觀光醫療的同時，需先與政府單位進行完整的規劃與交流，並與旅遊業者積極合作，透過高品質服務以及專業的醫療水準，提供能滿足不同客戶需求的醫療美容客製化服務，藉此提升醫療美容院所的附加價值以及建立醫美品牌形象，提升市場能見度，創造醫療美容院所更多的商機。
並列摘要
In recent years, Taiwan's high medical standards and reasonable prices to attract more mainland tourists to Taiwan medical and cosmetic sightseeing. In recent years, Taiwan's high medical standards and reasonable prices to attract more mainland tourists to Taiwan medical and cosmetic sightseeing. But the medical institutions in the market with high quality and low. But the medical institutions in the market with high quality and low, so the medical problems often occur. Will reduce the travel industry to sell beauty products or medical cosmetic medical tourism trip. This study will investigate the use of questionnaires status of medical and beauty tourism industry in Taiwan. The results show that mainland tourists qualifications, area of residence, average household income, expected travel a few days, there are significant differences in surgery for medical attention to all facets of beauty. Mainland tourists in age, education, marital status, area of residence, average household income, expected travel a few days, there are significant differences in surgical attention for sightseeing each dimension. There is a significant positive correlation between the beauty of Taiwan's medical and tourism. And the highest correlation between the medical profession and the tourism. Taiwan medical and cosmetic industry and government units need to complete planning, cooperation in the tourism industry to invest resources and develop medical tourism. To use of high-quality services and professional medical standards, and to meet the needs of different clients medical cosmetic. Enhance the added value of medical beauty salons and brand image. And enhance market awareness and business opportunities.