民宿業者結合互補另類醫療產業之經營－以花蓮地區民宿業者為例

研究動機與目的：花蓮清新的空氣與環境會讓許多觀光客願意來旅遊，目前花蓮觀光醫療焦點都放在醫院與飯店業者，然而花蓮旅遊住宿特色應屬民宿，因此本研究以策略聯盟的理論為出發點，探討花蓮民宿業者與互補另類醫療業者合作之效益。研究方法：本研究採立意取樣，以半結構式訪談大綱進行深度訪談，實際訪談16家業者，分別為9家民宿業者、7家互補另類醫療業者，另外訪談一位政府觀光醫療單位專案人員，以增加研究資料之信、效度。訪談過程中採全程錄音之方式，並將訪談結束後所繕打的逐字稿，藉由「主題分析」進行原始資料的分解及重組。研究結果：本研究發現花蓮民宿業者和互補另類醫療產業合作的確可以提升雙方客源及經濟效益；其中有8家民宿業者認為異業結盟可以將雙方資源分享及提高彼此在產業中的競爭優勢。研究貢獻：政府與業者能有效的溝通討論異業結盟的方式，以期未來花蓮地區民宿業者結合互補另類醫療業者的經濟模式有很大的機會更加蓬勃發展。

關鍵字

互補另類醫療；民宿；觀光醫療；異業結盟；花蓮

並列摘要

Background: The fresh air and beautiful sceneries attracts numerous tourists to visit Hualien. At the moment, medical tourism in Hualien focuses on the cooperation between large hospitals and hotels. However, the majority of Hualien stay over is the B&B, and there are quite a few complementary and alternative medicine (CAM) operators in Hualien. There appears little research discussing alliance between the B&B and the CAM operators. Hence, we embark on this study investigating the possibility of horizontal alliance between the B&B and the CAM. Research Methods: We used purposive sampling and in-depth interviews to conduct the study. In the end, we interviewed a total of 16 operators, among which 9 were B&B, and 7 were CAM. To increase the reliability and validity of our data, we interviewed a government officer whose specialization is in the medical tourism area. During the interview, we used a tape recorder and transcribed the verbatim afterwards. Data analysis was conducted with ＂thematic analysis＂. Results: We found that horizontal alliance between the B&B and CAM operators seemed to benefit both economically. There are 8 B&B owners thought that horizontal alliance helps resource sharing and also increases their competitiveness. Research Contribution: We recommend the government to help set up the alliance strategy, so that the B&B and CAM owners in Hualien will benefit from it.

並列關鍵字

Complementary and Alternative Medicine (CAM) ； B&B ； Medical Tourism ； Horizontal Alliance ； Hualien

國際替代計量

民宿業者結合互補另類醫療產業之經營－以花蓮地區民宿業者為例

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