台灣長宿休閒產業經營模式建構之初探

隨著社會變遷及醫療進步，全球高齡化人口日漸增多，尤以日本為最，其老年人口比例已超過22%。日本政府為紓緩困境，鼓勵高齡化人民步向海外生活，進而產生一種度假型的生活型態，此即長宿休閒之發展。台灣在起步雖較其他國家晚，但在歷史淵源、氣候、醫療、治安、文化、人情味等方面都具優勢與發展潛力，但缺乏具體而規則性之經營模式，致無法完整規劃與有效推展。本研究主要探討台灣長宿休閒產業(Longstay)經營模式建構之初探，採半結構式大綱進行訪談，佐以文獻資料進而擬定適合台灣長宿休閒產業發展之經營模式雛形。模式基本成份包括核心策略、顧客價值、產品服務、資源規劃及價值網路五個構面。根據文獻與訪談資料交叉比對，並採用內容分析法，將受訪者重要觀點與意見以量化資料呈現，作為經營模式建構之憑據。採立意抽樣方式選取研究對象，經受訪者同意進行訪談，受訪對象包括政府代表二位、產業界代表二位、協會代表二位、學術界代表一位及駐台單位代表一位等八位受訪者。本研究藉由相關實例探討，分析研究架構之完整性與實務性，研究結果可提供未來欲進入Longstay產業之相關單位進行規劃與管理之參考。

關鍵字

長宿休閒；經營模式；內容分析法

並列摘要

As society changes, medical treatment advances in technology and services, and aging societies become common worldwide. During all such nations, Japan stands out with an elderly population exceeding 22%. For the purpose of alleviating this new trend, Japan government has encouraged the elderly to stay overseas for extended periods of time to enjoy a vacation-style existence, so called longstay. Some of Southeast Asian countries have emerged in the longstay market targeting on retired Japanese. Taiwan may be somewhat slow in this regard. But however, in terms of history, climate, medical services, security, culture and friendliness, the island has the potential for the development of longstay industry. To ensure an efficient planning, regulation and administration of this new industry, a practical business model is required.The purpose of this study is to explore a preliminary business model for longstay industry in Taiwan. Literature review and semi-structured interviews were applied and the proposed business model includes the dimensions on core strategy, customer value, product service, strategic planning and value network. After the interview, content analysis and triangulation are conducted to show the respondents' important information with quantifying numbers and to build the business model. The interviewees are all qualified and agreed to attend this study, and consist of two government representatives, two industry representatives, two representatives of the related association, one academic scholar and one from foreign association of Japan government. The results of the study explore the relevant examples and analyze the integrity of the structure and practices. It is also expected to provide the enterprise of this industry with relevant planning and management references.